When was the last time you saw a roadside billboard and actually took action as a result of it?
In most cases, for every 20 you drive by only one catches your attention.
In other words, billboards don’t CONVERT very well.
Sure, they’re great for exposure and brand building (they’re also expensive to rent), but that is a different type of marketing and advertising. If you’re Coca-Cola or RE/Max, billboards are great. But branding, in my opinion, isn’t about conversion.
Billboards remind me of websites created ALL in Flash. Like billboards, websites built entirely using Flash don’t convert very well – from what I’ve seen. At least in the wedding industry. I still haven’t talked to anyone who can tell me that their ALL Flash website converts well. Additionally, because most of them are fairly limited in presentation – they all start to look like each other.
I see this in the wedding photography category a lot.
So if you have a website designed entirely in Flash, and have accurately tracked and measured conversion, and it’s working, I’d love to hear from you.
Actually, I’ll take you to lunch!
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