The banner will be placed within a ‘fake’ page layout and will be available for participants to view online. Analytics will be run on the page to establish amount and frequency of visits.
It is predicted that there will be a 10% re-visit to the online banner.
A link to the online address of the banner was sent to 32 contacts with a social prompt (‘check it out’) encouraging them to view it. This allowed the successful addictive trait of social influence which was established during artefact four testing to appear within the final banner.
Banner Findings
Analytics on the page demonstrated an overall average of 34 page views. This showed that social influence is highly effective in encouraging engagement and possibilities of addiction. Further banner circulation was highlighted due to more page views than initial contacts. The majority of users only viewed the page once (23/34), a considerable amount however did revisit (8/34). The overall revisit of 24% is significantly higher than the 10% I predicted; suggesting the banner displayed a moderate level of addictive potential.User engagement times are also being lengthened beyond average which according to Internet Marketer: Justin Michie is around 2 seconds. The banner view duration displays an average time of 57 seconds an extreme difference suggesting successful addictive engagement.
Immediate banner addiction was difficult to achieve due to interest being dependent on the user and personal preferences, a recurrent obstacle marketing strategies often come up against. The banner could achieve a higher addictive potential through further testing and a banner campaign could strengthen addiction and develop a stronger addictive relationship.
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