Promotional marketing is good for customer acquisition.
Although banner ads have evolved to include rich media and e-commerce elements, this expensive form of advertising rarely does more than build awareness. Banner ads get a bad rap because people are expecting to generate revenue from this tool that is supposed to help them increase brand awareness. It is the wrong tool for the job. As well, other methods of reaching potential customers, such as opt-in email and push marketing, can target a specific demographic, but they still cannot guarantee customers. By using a network approach, marketers can target an audience that has already been pre-qualified.