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)
Who knew the fixings for a facial were all in my frig? Who knew guacamole was a moisturizer? Then came Miss Tina, the makeover, makeup artist, who had a radiantly natural look.
Possessed By Your Possessions? (2)
Unlike my husband, I think of giving things away as purging myself of unneeded burden. My motto is, "Don't dust it if you don't need it". Because it's out with the old to make for the new, I have enough give-aways for an impressive, annual, garage sale.
Who Said Dogs Are Man's Best Friend? (3)
We lost Beau all too soon. Because he was irreplaceable, we now have a dog. Knight Pierce Hirst takes humorous looks at life. Take a minute to make yourself smile at knightwatch.typepad.com
Is Camp A Four-Letter Word? (4)
Because I felt genetically responsible for his thinking camp was a four-letter word, he took the "am" out of camp. Knight Pierce Hirst takes humorous looks at life. Take a minute to make yourself smile at knightwatch.typepad.com
Is There A Job You Wouldn't Do? (5)
My husband attributes this to my being part American Indian. Frankly, I think I could have been a good husband. I already do everything a liberated man is expected to do - plus I discuss my feelings.
How Old Is Your Car In People Years? (6)
Nevertheless, I'm frequently asked if I want to sell Huey and I'm flattered - except when it's my husband who asks. Knight Pierce Hirst takes humorous looks at life.
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)
Many people display a signature line, which will include their website URL. As you read the posts, you will get familiar with which members have what type of businesses.
What All Do Credit Counselors Do? (10)
Planning a Budget One thing that credit counselors do to help you pay your bills is help you plan a budget. They examine your income and help you figure out just how much you can afford to spend where, and how much you must have for food, clothes, and other essential items.
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)
One wrong move and the precariously piled collection of going-to read-as-soon-as-he-has-time will topple and spread the word by cascading into the dining room. Reading is a broadening experience. That's why I do a lot of my reading on an exercise bike.
No Saving Grace? (3)
At the end of the month she has more in her checking account than she'd expected. However, when it's time to balance her checkbook, she must need a safety net.
11 Steps To Publishing Success (4)
Include an order form for your ebook at the end of the excerpted articles. Finally, when you set-up your download link, make sure to simplify the process. It's a good idea to offer a few bonuses that make your book even more enticing to purchase, but make sure the bonuses are valuable and high quality.
Secret Behind Goals And Goal Setting (5)
Hard goals, if committed to, lead to greater effort, persistence, and, ultimately, to achievement. 3. People can successfully pursue more than one goal at a time. 4.
How To Create A Business Profitability Goal (6)
As you obtain the levels that you have set for yourself always include a small reward at each point. This will only need to be a small treat in the beginning, such as a meal out or a weekend vacation.
Another Airline Joins 2008 Fight For Malta's Skies (7)
The new report comes in addition to one from an American journalist who last year placed Malta as one of the five safest travel destinations in the world, and a new report from the US just a few months ago confirmed Malta as one of the safest vacation spots in the world.
Treatments Used For Changing Colors Of Gemstones (8)
With irradiation, certain gemstones have their colors enhanced. Bleached, off-color pearls will obtain a darker tint. Brown or light yellow diamonds can become colored. Light yellow or colorless sapphires may turn yellow to orange, but the change could only last for days.
The Next Generation Technology Developement (9)
On your desk will also be an advanced calling system, and probably loads of other gadgets to boot. In fact, they're so engrained in our daily lives, it's hard to think how we survived before they existed.
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