25
Sep
2012

როგორ მზადდება ეფექტური ინტერნეტ ბანერი?!

25 Sep 2012



21 საუკუნეში, სადაც ინტერნეტს, ჩვენი ცხოვრების საკმაოდ დიდი ნაწილი უჭირავს, რეკლამაც ახალ პლატფომარზე გადავიდა. ბევრი დღემდე თვლის, რომ ნებისმიერი ბანერი, რომელიც ქუჩაში, გაზეთში, ან კომპანიაშია გამოკრული, შეიძლება იგივე წარმატებით, ინტერნეტ სივრცეში განთავსდეს. ეს სასტიკი შეცდომაა! ინტერნეტი სხვა სამყაროა – ვირტუალური, უფრო სწრაფი, გლობალური და მომგებიანი. ვინაიდან უკანასკნელ პერიოდში საქართველოშიც გაიზარდა ინტერნეტში მარკეტინგული აქტივობები, გვსურს გაგიზიაროთ მარკეტერის რჩევები, თუ როგორ შექმნათ ეფექტური და მომგებიანი ბანერები.

 

ნაკლები ტექსტი

გაითვალისწინეთ, რომ ინტერნეტის მომხმარებელი ნაკლებს კითხულობს და მეტს ათვალიერებს. გადათვალიერება, ერთგავრი ინფორმაციის გაფილტვრაა. საიტებზე, იმდენი უსარგებლო სარეკლამო ბანერები ხვდება მომხმარებელს, რომ გონება, უკვე ავტომატურ რეჟიმში აღიქვავს გამოსადეგარ და გამოუსადეგარ ინფორმაციას.

რამოდენიმე წლის წინ, ხალხი უფრო მშვიდად ათვალიერებდა საიტებს. შესაბამისად, ბანერებზეც მეტ დროს ხარჯავდა, გადადიოდა ბმულიდან ბმულზე, რაიმე საინტერესოს მოლოდინში. დღეს სიტუაცია სხვაგვარადაა, რეკლამას აქვს მხოლოდ რამოდენიმე წამი მომხამრებლის ყურადღების მისაქცევად და ეს ნამდვილად რთული პროცესია.

მიზანი

“დასაწყისისთვის უნდ გავიაზროთ, რომ ონლაინ ბანერი, შესაძლოა უნიკალური იყოს თავისი ფუნქციებით, შეიძლება მნახველს სასიამოვნო გრძნობა დაუტოვოს, დააინტრიგოს, ან გააღიზიანოს” – შერვინ სამარი, „Omelet“-ის კრეატიული დირექტორი. – “კომპანიას, უბრალოდ უნდა შერცხვეს, თუ ის, ონლაინ ბანერს და საგაზეთო რეკლამას ერთნაირად გააკეთებს.”

პირველ რიგში, ჩამოყალიბდით, თუ რისი მიღწევა გსურთ ბანერის საშუალებით – გაყიდვების გაზრდა, აუდიტორიის ინფორმირება, თუ ინტერესის გაზრდა. ყველა ბანერს თავისი დატვირთვა აქვს და ხატვაც, თემატური ჩანაფიქრის მიხედვით უნდა დაიწყოთ.

გაითვალისწინეთ, რომ ბანერს, რა დატვირთვაც არ უნდა ჰქონდეს, ის ყოველთვის თქვენსა და მომხამრებელს შუაშია და ვირტუალურ შთაბეჭდილებებს ჰქმნის რეალურ პროდუქტზე.

ბანერზე დატანილი ინფორმაცია მარტივი და კონკრეტული უნდა იყოს. რაც შეეხება ბანერის ფორმატს, მეტწილად უმჯობესია არა სტატიკური არამედ ფლეშბანერი, ეს გაცილებით ადვილად იქცევს ყურადღებას.

ინტერაქტიულობა

კენ მარტინის სიტყვებით (“BLITZ”-ის არტ დირექტორი) “push-pull” ბანერები, მომხმარებელს პატარა ინტრიგაში ახვევს. “push-pull” ბანერი პატარა თამაშს ჰგავს და მომხმარებლის გაკვირვების საშუალებას გვაძლევს. მსგავსი ხერხები უფრო ეფექტურად მოქმედებს, ვიდრე სტატიკური ონლაინ ბანერები, ინტერაქტიულ ბანერებით ხშირად TBC ბანკი გამოირჩევა, ასევე მახსენდებ www.ipn.ge ზე განთავსებული პიანინო, სადაც შეგეძლო დაგეკრა. (სამწუხაროდ არ მახსოვს რისი რეკლამა იყო)

პოსტმოდერნისტული რეკლამა

სატელევიზიო რეკლამისგან განსხვავებით, რომელიც მომხმარებელს მხოლოდ ყიდვისკენ მოუწდებს, ბანერს, ამის გარდა შეუძლია, მათ მოუყვეს რამე ან კითხვაც კი დაუსვას. ოღონდ ეს აუცილებლად უნდა იყოს მოკლე და პროვოკაციული! მომხმარებელი უამრავ ბანერს ხედავს, ამიტომ მის ყურადღებას მხოლოდ ის რეკლამა იქცევს, რომელიც შეესამება მის მოთხოვნებს, ან ახერხებს მის გაკვირვებას.

მინიმალიზმი ყველაფერს შველის

ექსპერტების თანახმად, რაც უფრო მინიმალისტურია თქვენი კონტენტი, მით უკეთესად მუშაობს. კონტენტების რაოდენობა ბანერზე, არ უნდა აღემატებოდეს  გარე რეკლამის კონტენტების რაოდენობას. ბილბორდის წესია – ტექსტში არაუმეტეს 6–7 სიტყვა, ხოლო ბანერები უფრო ინტუიციური მოვლენაა და მომხმარებელი დაუფიქრებლად ათვალიერებს. ანიმაცია ბანერის განუყოფელი ნაწილია, მთავარია იცოდეთ სად უნდა განათავსოთ. თუ ტექსტური საიტია, მაშინ უკეთესია ის ანიმაციით გაკეთდეს, ხოლო თუ საიტი, სადაც თქვენი ბანერია განთავსებული, უკვე ინტერაქტიულია, მაშინ სტატიური ბანერის ატვირთვა სჯობს. მთავარია – ბანერი, არ უნდა გახდეს საიტის კონტენტის კონკურენტი, უკეთესია თუ ის სრულიდ საპირისპირო იქნება.

ადამიანური ფაქტორი

თუ საჭიროა “direct response”-ის შექმნა, მაშინ სჯობს ადამიანურ ურთიერთობებს გავუსვათ ხაზი. ესეთი ტიპის ბანერები. უფრო ემოციურ ფაქტორზე მოქმედებს.

მახსოვს ერთ-ერთი ექსპერტის რჩევა: თუ ბანერზე ადამიანის გამოსახულებაა, მაშინ თვითონ პროდუქტის გამოსახულება აღარაა საჭირო. ადამიანი ყველაზე მომხიბვლელი და მაცდური რეკლამაა.

რეკლამის მომხიბლელობის მეორე ფაქტორი იუმორია. სიცილი, დადებითი და ყველასთვის მარტივი, სარეკლამო ხრიკია!

ფორმა და ზომა

წლების განმავლობაში, იდეალური ვარიანტად, 300×250 გაფართოებასთან ახლოს მდგომი მოცულობები რჩება.

რაც შეეხება ფერს, ეს დიზაინერთა კომპეტენციაა. უბრალოდ ცნობისთვის, 2012 წლის სარეკლამო ფერად, მწვანე ითვლება – ეკოლოგიის თემატიკიდან გამომიდნარე, თუმცა საქართველოში ეს ტრენდი ძალიან შორსაა.

ერთადერთი რასაც უნდ გავექცეთ მყვირალა ნეონები და მკვეთრი ტონალობებია, რომლებიც მომხმარებელს სასტიკად აღიზიანებს.

ბოლო კადრი

რაც შეეხება ტექსტს ბანერში, განსაკუთრებით მნიშვნელოვანია ბალო კადრ, ის კონკრეტული ქმედებისკენ უნდა მოუწოდებდეს. თუმცა, ფრთხილად – ზედმეტი არ მოგივიდეთ.

უბრალო “კლიკი”, სარეკლამო ბანერზე, ეს უკვე წარმატებაა, მაგრამ ყველაფერი წინაა! მთავარია რას შესთავაზებთ საიტზე, გაამართლებთ თუ არა მის მოლოდინს.

უწყვეტი ჯაჭვი

ბანერი ეს იმ შთაბეჭდილებების დასაწყისია რომელიც მომხმარებელს ელოდება, ამიტომ ძალიან მნიშვნელოვანია არ დაიკარგოს მისი შთაბეჭდილება, როდესაც მომხმარებელი ბანერიდან საიტზე გადადის, მათ შორის ვიზუალური შთაბეჭდილებები.

სასურველია, ბანერიდან საიტზე გადასვლას, ვიზულაური ეფექტი ახლდეს.

 

გაგვიზიარეთ თქვენი გამოცდილება, რომელი ინტერნეტ ბანერი გახსენდებათ?



განხილვა

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