This is certainly not travel related but dovetails into what Troy wrote on Monday about the "connectivity" of your interactive campaigns.
Thoughts// I was checking up on the news at the NYT website this morning and saw a pretty intriguing banner that offered a special collectors' edition DVD box set the "Stanley Kubrick" collection featuring such classics as 2001: A Space Odyssey and The Shinning (Parts of which were filmed at Timberline Lodge in Oregon--yes shameless plug).
It's quiet possible that I was behaviorally targeted today based on having just checked my Netflix list and having read movie reviews. Regardless, the ad was compelling enough and I clicked through to a splash page (pictured above) that had more information about the special collectors' edition including clips and more details on each movie featured.
So you see I was hooked. Curious about the price....I clicked on the giant "ORDER NOW" button and was taken to the Warner DVD store. However instead taking me (and the rest of the 0.5% of us who took the time to click on the banner ad) to a turn-key order page, I was taken to an EMPTY search page on the store!
To make things worse, neither a site search nor a quick browse using the left hand navigation yielded any results for the Kubrick collection. I was done. I closed my browser and went back to doing what I was doing. Another pointless banner ad, another potential sale lost.
Is it any wonder that consumers distrust web ads?
1 comment:
Another great example of poor execution, which also shows that this type of error is not just a trait of small companies...Time Warner, made more that 6 billion dollars last year! It is crucial that you verify and confirm all stages of your advertising campaign.
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