Integrated Talents - Creating Compelling Digital Marketing
Keywords: digital marketing, peter o’flynn, creative director, designers, web developers, integrated marketing
I have a secret I feel I need to share with the world. I am a creative geek. There - I’ve admitted it. For years people like myself have been forced underground, afraid of revealing our true identity. Well today I’m coming out.
Suspicious Characters
As I’ve gone through my career in Marketing (Advertising, DM and now Integrated Marketing), I have found that many people are suspicious of anyone who displays a flair for things both creative and technical. It’s like you’re not allowed to be good at both - something about different sides of the brain is the normal reaction.
While it’s true that creative and technical thought requires different processes, haven’t we all at some time solved a technical problem in a creative way and vice versa. Personally, I believe people who only use one side of their brain are missing out on something. I generally try to use both.
Time for New Partnerships
In this world of increasing technological dependency, creatives and technologists both need to embrace and have an appreciation of the other side. For creatives, technical understanding and partnerships are now just as important as art director - copywriter partnerships have been since the 60’s. You wouldn’t expect an art director who didn’t understand the writing process or be able to contribute to it to be worth much. Equally, art directors now need to forge similarly close partnerships with technologists.
Because the web is predominantly a visual medium, both designers and developers must have an exceptional understanding of good design, usability and functionality. Developers now must pay more attention to design details and see them as important as making it all work. Designers need to understand the process of web development and work in partnership with developers to find the best design solutions.
The Web is Bringing Creatives and Technologists Together
The internet is still a young child - growing up and learning to make its way in the big bad world. Designers, writers and developers have been working out how to work together with mixed results. In the past all three have been guilty of just doing their own thing and have been able to get away with it. But, this is no longer the case. As web users become more savvy they’re quick to weed out poorly designed, written and built websites. We need to see things from a different perspective:
1. Developers need to care about the visual look and how easy it to navigate because the web is mostly a visual medium.
2. Designers need to care about the functionality because the web is interactive.
3. Writers need to care about search engines because websites need to be found and easily digested.
Also, clients now have a better understanding of what their online activity should be achieving and want to make their budgets work harder. That means all of us need a much greater appreciation of strategy and planning.
To achieve all of this requires a change of mindset. Individuals who can specialize whilst having a broad understanding of the digital marketing world are the ones who are best placed to benefit. So - by getting both sides of our brains to integrate, we can start integrating our talents, which will lead to better integrated digital marketing.
Peter O’Flynn is Creative Director of Marketing Team Direct - the through-the-line integrated marketing agency that fuses online and offline marketing effectively.
Visit www.marketingteamdirect.com
Previous Articles Highlighter:
When Is A Makeover Over? (1)
I didn't look much different after my New You makeover, but I felt different. I felt two hundred thirty dollars poorer. The next time my mirror giggles, I might risk having seven years of bad luck.
Possessed By Your Possessions? (2)
Keywords: Humor, Women, Men, Moving, Possessions Home is where the heart is. As newlyweds, our hearts' first home was a two-room apartment furnished in contemporary Salvation Army. Like many newlyweds, John and I were poor in possessions, but rich in time together.
Who Said Dogs Are Man's Best Friend? (3)
Beau was big on personality, but short on paws. One had been amputated when he was a kitten. Because Beau was undaunted by being physically challenged, he was an inspiration to us.
Is Camp A Four-Letter Word? (4)
There was no heat to rise. Then there was the time we were traveling in Northern California. Because we had our dog with us, we had to stay in a "less fancy" motel.
Is There A Job You Wouldn't Do? (5)
For example, I feel that in my roles as housewife and mother, I've been cook, driver, housekeeper, nurse, recreation director and secretary, as well as suburban lady of the early night.
How Old Is Your Car In People Years? (6)
Huey is also too old to have automatic windows. When someone taps on the passenger window, I have to crawl over the gear shift to roll it down. Then the tapper feels embarrassed, but I feel worse.
Website Copywriting: A Recipe For Hard-Hitting Words In Lean Portions (7)
Adam Barone is a freelance copywriter from the Boston area. Visit him at www.adambarone.com. (c)Adam Barone 2006. All rights reserved. Reprint rights granted as long as the article is published in its entirety, including links.
Can You Consolidate With More Then One Loan? (8)
Taking out more than one loan to consolidate your bills can be beneficial because it keeps many of your debts separate, but allows you the lower interest rates and the relief of fewer bills that many of people are most looking for in debt consolidation.
Everything You Need To Know About Hiring A Virtual Assistant (9)
Also, you may want to look for testimonials from past clients displayed on their site. If you dont see any, this is a clue that they are either new or that they don't have any satisfied past clients.
What All Do Credit Counselors Do? (10)
Credit counseling services will often have classes to help you manage your debt. These classes are meant to give you a little more information about credit, how it works, and how to use it.
Newer Articles Highlighter:
How To Be The Change You Want To See In The World (1)
This is the first area to clear up when looking at Transformational Leadership. If you do not have high moral and ethical values, coupled with integrity to back it up, others will see trough you.
Are Some Of Your Friends Dog-Eared? (2)
They're also flower presses, coasters, something to put under your child's class trip permission slip when you sign it and more. Books can even be dangerous. I'm referring to the pile of bound reading material that's growing on top of John's file cabinet.
No Saving Grace? (3)
Unfortunately, I don't always find what I need on sale until after I've had to buy it at full price. Nevertheless, I don't have to save as much money for a rainy day as the rest of my family does.
11 Steps To Publishing Success (4)
These can serve as roadmaps on your writing journey. Once you've written your ebook and revised it at least twice, show it to someone else whose opinion you respect.
Secret Behind Goals And Goal Setting (5)
9. Persistent and effort over time leads to greater probability of achievement. 10. Specific, challenging goals directs a person's knowledge and skills, rather than vague, general goals.
How To Create A Business Profitability Goal (6)
The most important part initially, is to write them down. Having the goals written down gives incredible power and focus to your efforts. Aim for something that will stretch you whilst remaining achievable.
Another Airline Joins 2008 Fight For Malta's Skies (7)
New official figures show that this year's all important summer season has been the best in six years for Malta, reversing the decline in fortunes for the Mediterranean island. The good news for Malta is that despite the increase in the number of tourists arriving on the island via low cost flights, the occupancy levels of hotels has increased from basic to 5 star, showing that Malta can appeal to all.
Treatments Used For Changing Colors Of Gemstones (8)
Like heat treatment, there is little remaining evidence that could clue a buyer to its use. With irradiation, certain gemstones have their colors enhanced. Bleached, off-color pearls will obtain a darker tint.
The Next Generation Technology Developement (9)
For example, think about your workplace. Even before you get in the door you'll come across modern technology, with car parking ticket dispensers, and door entry systems. When you get to your desk, the first thing you see?
Using Microsoft PowerPoint As A Tool For Teaching (10)
- Summarising material covered - Once a topic has been covered, you can prepare a PowerPoint presentation to highlight the important points learned and check that that your students have mastered the important concepts.
Permalink to Integrated Talents - Creating Compelling Digital Marketing