Advertising by Design, 3rd Edition

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DIGITAL BY DESIGN: MOBILE, SOCIAL & WEBSITES

Our goal as marketers should be to get people exactly what they want when they want it.

—Will Sansom, Contagious Communications

Think of how you fluidly cross screens to consume information or entertainment, from smartphone to laptop. “The consumer is no longer grounded in one spot, one medium or one homepage—but has become a ‘liquid consumer’ that demands ‘liquid creativity’ from marketers, publishers, agencies or anyone who wants to find them,” noted Randall Rothenberg, president and CEO, Interactive Advertising Bureau, in AdWeek.

EXPERIENCE FOCUSED/MEDIA AGNOSTIC

When we conceive advertising in the digital age we must be experience focused and media agnostic. The idea comes first, which generates the strategy for the right media channel. We need to exploit each channel or device for its capabilities to provide a rich and rewarding user experience and find people where they spend their time.

With technology rapidly providing new ways of connecting and shifting the advertising landscape and reconfiguring the marketing ecosystem, the way we can prepare for future tech is to understand what people expect and desire as their behaviors evolve due to digital technology. We need to know how to create brand experiences in the digital age and understand digital design aesthetics. We have to think of digital space providing liquid experiences—people migrate across devices or channels to find content that interests them. According ...