Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

a.
b.
c.
Generating and Qualifying Leads with Online Advertising 83
Figure 3.2. This Enliven rich media banner starts off simply (a), changes into
an interactive banner (b), and finally expands to a full lead-capture form (c).
Best Practices in Online Advertising
With the primary goal of generating leads or orders, online advertising
is best used as a “feeder” medium. An online ad can incorporate a link
to any Web page, so if a prospect clicks on your ad, he or she is instantly
transported to the page of your choice (preferably a landing page where
an action can be taken). Using the appropriate technology, prospects
can even take action right from within the ad, without leaving the page
they are on.
The banner ad can combine the best attributes of advertising and
direct marketing. Think of the banner ad as an electronic direct mail
envelope with interactive teaser copy. It appears on a Web site page,
usually either at the top or the bottom, depending upon the nature of
the site and the price you paid for placement. Just as your direct mail