While checking out what College Football has to offer me on this glorious desert morning, I came across the following banner on ESPN:
It caught my eye for 2 reasons:
1 - I was just at a conference, ExactTarget's Connections 09, where a speaker talked about testing and how Microsoft found that green buttons convert especially well in their campaigns
2 - I'm intrigued by all things Microsoft v. Apple
Back to the matter at hand, the main banner message implies that the young woman pictured provided input for Windows 7, in-line with the recent campaign which I think is actually well done. A smaller and potentially competing message (software v. computer purchase) on the right talks about finding a PC, but it's clearly secondary and I frankly didn't see it prior to clicking on the banner, but only later when trying to connect the dots to my post-click experience.
Upon banner click you arrive at the following page:
Had I clicked on the "Find the Right PC" portion, or noticed it pre-click, this landing page would have made more sense though I'm not sure PC=laptop. But that's not the banner's main message, and therefore, the user experience created is less than optimal. I expected some back-up to the campaign - videos from the advertisements, a way to interact or put my $.02 in, etc. Backing that up with a pick a PC secondary message could have made my experience more relevant, but straight to pick a PC is confusing-bounce.
Windows 7, I didn't provide any input that contributed to your product's features and functionality, but here's a little something that may help improve the relevancy of your online advertising campaign.
[caption id="attachment_105" align="alignleft" width="56" caption="Mike Corak"]
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Mike Corak leads the strategic planning practice and account management efforts at Off Madison Ave, and is co-founder of www.digitalmarketingstrategy.com. An active member of the digital marketing community and frequent blogger and speaker, Mike's passion is interactive marketing. Mike's developed and implemented winning digital and integrated strategies for hundreds of companies over his 12 year career including the likes of Coca Cola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Contact Mike at mikecorak@gmail.com, or interact with Mike here: twitter, LinkedIn.
