Tagged 'creative'

How to Calculate ROI for Customer Experience

Posted by Tony Quin on November 8th, 2013 at 9:45 am

If you’re a marketer, you hear the term customer experience a lot. It’s a convenient catch phrase for all the experiences that a consumer has with a brand from awareness to advocacy and it’s the product of user experience design (UX) work, which focuses on creating superior customer experiences.
While many people intuitively understand that customer experience is pretty important, however, they don’t always see the value of user experience design. Value is the keyword here because at some point you are probably going to have to justify an investment in UX.
For example, the ROI (return on investment) of the user experience for a website has been a comparatively easy to figure out in the digital world. You can value and compare the conversion rate before you redesign a website using UX and also afterwards. Improvements in simplicity and relevance invariably deliver better results, which can be easily measured. The calculation gets harder when a brand has to consider investing in a unified customer experience strategy and execution, however.
Since people hop from channel to channel so quickly and frequently today, a brand can’t have a good experience in one place and a lousy experience in another, especially when all it takes... Read more

Do In-House Agencies Make Sense?

Posted by Tony Quin on September 24th, 2013 at 7:42 am

I just finished an article about creativity that was inspired by a video from John Cleese on the subject in 1991. In the video, he talks about how most companies have cultures that tend to close down the openness that creativity needs to flourish. Then I read that the ANA (Association of National Advertisers) has just published a study that shows that in-house agencies at brands have grown substantially in number and size in recent years.
Of the 203 brands that responded to the study, 58% said they now have in-house agencies (up from 42% in 2008). The biggest reason for the growth cited was cost, with procurement being a big factor in the shift. The study pointed to the dark side of this development at the same time, which might not have occurred to the bottom-line oriented procurement folks.
As one might guess, the two biggest problems cited are market awareness and creativity. Staying on top of key trends is a problem with in-house agencies apparently. Brands say it’s now an issue 45% of the time (up from 34%). Lack of creative innovation was also a rising concern going from 34% to 43%.
This fits with what John Cleese describes as the... Read more

5 Flat Design Principles Your Business Should Adopt

Posted by Calvin Sellers on July 24th, 2013 at 12:08 pm

The concept of flat design has been around for a very long time, but it has taken a position of prominence in recent years. In simple terms, flat designing is using very basic, two-dimensional design concepts to create a mobile app or a webpage. Some designers feel that flat designing is too simplistic, but there are ways to utilize flat design concepts that can make your app or website more user-friendly.
Relevant Text Fonts

Image via Flickr by coleydude
One of the principles of flat designing is to utilize fonts that are basic, but are also relevant to the content. For example, an important piece of text would get a strong and basic font, instead of a flowery and decorative look. By utilizing relevant text fonts, you can get a message across to mobile audiences more effectively and much more quickly. One of the benefits of enterprise mobility management is the ability to keep everything updated and in sync across multiple platforms.

Image via Flickr by Rubber Dragon
Flat designing tends to use brighter colors than most other forms of web programming. Designers can use this concept to help make important parts of their app or website stand out without causing them to clash with other... Read more

7 Steps for Better Branded Journalism

Posted by Tony Quin on May 9th, 2013 at 7:45 am

I don’t pretend to be a savvy shopper, but when I dive wallet-first into the clearance section at The Gap, I tend to stock up on accessories in my favorite color — black. Why? It’s a universal truth that black goes with everything.
So does branded journalism. In the words of veteran digital content guru Ann Handley, “Content is the new black.”
Handley is right, branded journalism (also known as brand journalism or branded content) has caught on like a wildfire this year. From Tory Burch’s fantastic branded blog to Mint.com’s MintLife section, brands realize the value of consumer-facing content like articles, photos or videos, and are rushing to create some with the company name on it.
Why? For a lot of the reasons we discussed in the first post in this series and mainly because consumers are demanding it. As brands become more accessible to fans through social media, people want more from brands than their products and services. So much so, even Twitter is looking to hire a Head of News. That leads us to branded journalism.
But branded journalism breaks the natural order of business that advertisers, journalists and businesses have subscribed to for decades. This makes some people nervous, traditionalists... Read more

You've Got A Video Problem

Posted by Tony Quin on May 1st, 2013 at 11:21 am

In the pre-digital days there really wasn’t a need for brands to produce more than the ads that went on traditional media. Now they need to produce an almost constant stream of fresh content to keep up with digital channels and social media.