A Mixture of Mediums
The Web Agency: There Will Be Blood
Chris Bernard, User Experience Evangelist, Silverlight/Microsoft Corp
Kevin Flatt, Exe Creative Dir, Tribal DDB
Garrick Schmitt, VP, User Experience, Avenue A | Razorfish
Brooke Nanberg, Exec Creative Dir, ip pixel
Peter Eckert, Chief Creative Officer, Projekt202
According to Garrick Schmitt, the number one tool to succeed is to understand and analyze data of how the customer interacts and behaves. From this data, you can adapt to the customer.
You must know the customer. Maybe the customer doesn’t want you to be there and certain channels make sense than others. You need to find what’s right for the customer and engage it.
Old advertising is working with print, tv and radio. It is no longer that way. We need to mix interactive mediums with audio, visual and motion. The distribution of our messages no longer rely on these traditional methods. Ads are blending marketing messages and entertainment to keep the customer amused.
Social media NEEDS to be in the business model no matter what. Clients and marketers need to embrace the new medium. We need to sell the connection of people – an emotional aspect that adds human-ness to our product. It is the most effective way to attract customers.
Lastly, sustain the experience of the customer and engage them to interact with each other.