Digital Era

Moving Toward the Future, Part 4: How Traditional Small Creative Agencies Can Re-tool for the Digital Era – Adhering to Digital-First Tenets

Submitted by Sam Moore on Fri, 09/11/2020 - 09:19

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digital era

The first tenet of digital-first marketing is in its name: Every campaign concept begins with the idea that digital will be the primary and most important outreach channel. This can be difficult for those whose career path began in the print era, many of whom believe that print assets can simply be converted to digital ones. Anyone who has tried to make that happen can tell you otherwise. There must be an intentional mind-shift in which print takes a subordinate position to digital.

 

Along with that comes getting used to the much faster development and deployment pace required by digital-first efforts. Channels and platforms evolve on a nearly daily basis, and the rules that govern them do, as well. Tech-first professionals such as coders and software engineers are used to thinking this way, while traditional creatives may feel the rug has been pulled out from under them at first.

 

This shift also entails leaving behind the perfectionism of traditional print production, once required because huge, expensive print runs had a significant shelf life in which errors were anathema. Now, creatives must become comfortable with the digital-born “iterate and optimize” mindset, in which something close to a “minimum viable product” gets shipped (or launched) to kick off a campaign, then the messaging and graphics are tweaked for effectiveness based on real-world testing, which is the subject of next week’s post.

Moving Toward the Future, Part 3: How Traditional Small Creative Agencies Can Re-tool for the Digital Era – New Appreciation for IT Staff

Submitted by Sam Moore on Wed, 09/02/2020 - 12:29

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IT Staff

In traditional creative agencies, IT staff have almost been a second thought. Programmers, coders and similar employees were viewed mostly as a pair of hands to execute on the agency’s main value proposition: creative ideas. But in a digital-first world in which a constantly growing mound of content is king, it has become at least as important to make sure experienced, knowledgeable IT pros are present when the paper is blank, at the beginning of any campaign.

These people must be present not only to advise accurately on which concepts can most easily and inexpensively be implemented digitally, but also to vet creative assets such as websites and apps for all-important characteristics such as SEO ranking, cleanness of code and loading times.

Another critical task such IT personnel will fulfill is testing deliverables. Testing everything from links and pop-overs to mobile responsiveness must be built into new digital-first processes by people who understand the nuances of the work, and when such testing is most effective. Ensuring that these folks are integral members of the team will keep you competitive and give your projects the best chance for success of your campaigns…and your business.