The first time I met Al DiGuido I was giving a presentation on Building Effective Online Experiences and during the presentation he stopped me and asked a simple question, “How has creative changed online versus offline?”
Wow, I thought, what a great question – one that can be answered a few different ways. One answer could have been Interactivity! The ability to interact with content in ways traditional offline communication could not. Or how about Rich Media? Having the creative concept, marketing message and content move from a static format to a dynamic format. In fact, there were several options I could have chosen.
But what came out of my mouth seconds after he asked the question was…
…It’s measurable.
Without thinking, I picked the one thing I knew truly differentiated one channel over the other. Through usability, analytics, personalization and conversion metrics, etc., we are able to measure the effectiveness of a web experience and the impact creative has on that experience. All companies on the web are looking for measurable results. Many ignore the power, value and effectiveness creative has on ROI. Usability is enhanced through an effective creative solution that supports both business goals and user goals.
Companies today need to challenge their creative teams to deliver solutions that are effective, engaging and measurable.
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