What? me on an expert panel
Recently, I had the chance to sit on an American Advertising Federation Colorado Springs (AAFCS) panel discussion at the last minute due to a cancelation. I was able to see some of the questions before I committed. Also, to get the tone for the discussion.
After seeing the questions, I could do it. I responded and received a confirmation. For the next two to three hours, I questioned the response. I have been an audience member but never a speaker in the past.
I am nervous in social situations and public speaking. So I generally write out everything I would like to say in the way I would say it. After that, I make a bullet point list and connect the points while I practice. The final part of the process is pacing and reading my answers over.
Here are a few of the answers I intended to say for the questions. These are what I used to study and expand on.
Several years ago, digital advertising was the big buzzword in marketing. There were many “print will be dead” and “advertising revolutionized” statements going around about the digital era. There were such significant expectations on what to expect and how it would change the industry.
Q: How do you all see these expectations being, or not being, met? Has digital changed the industry as much as it was said 5 or 10 years ago?
A: I have a few things that I would like to mention here about digital. I want to note the quality accessible to low-cost education available online. Also, I look back on the early technology booms and remember when the consensus thought buying groceries online was a terrible idea. Fast forward, now online retailers have to offer groceries to stay competitive. Another way digital did revolutionize advertising is the amount of specific data collected on their audiences, in turn providing that data for advertisers to target in a more precise way.
Q: What significant trends do you see going forward in digital advertising/marketing? What new technology have you seen playing a big role in the industry?
A: Not new, but I still believe a video is the best medium for storytelling.
Q: Talk to us a little about UX and how that changes from traditional mediums to the digital realm.
A: UX is how a customer interacts with all aspects of a business and its products. It consists of audience research to create personas. From the personas, you can create scenarios for user goals and interact with the product.
Scenarios offer a great starting point to create user journeys that map out specific user goals.
From there, you use necessary design patterns to assist your users in completing their intentions.
Q: What is the most significant hurdle you find in designing for digital?
A: I think the most significant hurdle is balancing business needs while respecting your audience. Respecting their time is very important since attention comes at a premium.
It is also, delivers a consistent experience across devices.
Q: Where did you see the need to change from traditional design to UX?
A: The need shifted when it because common to interact with businesses online. The data produced allowed for better insights into how customers interact with companies online.
Success had a foundation in data as opposed to instinct.
I see a lot of businesses that focus so much on sales that they often have little to no focus on the customer service after the sale.
Q: Can you talk to us about strategies behind email design and how consumers react?
A: First off, I think the subject line is an essential part of a successful email. It is the only thing that will entice your audience to click on your email among hundreds of others.
That subject line paired with the right offer at the right time is a big win. When you hit a sweet spot like that, you could send a little bit of text and a link to the offer and be fine.
Now, that is generally not the case. I think email design and digital design are all about restraint. I am deciding what, without a doubt, needs to be included.
The nuts and bolts answer are that it’s a lot like printed direct mail. That is if you have experience with direct mail. You want to include a large well defined “call to action.” That means using color to distinguish them from other links and concise copy. Also, have multiple points of entry into clicking on your promotion. Always use an inverted pyramid approach to your content in the email: important photos and copy at the top. Make hard decisions about what needs to go into the email. Keep in mind that almost nobody will read what isn’t immediately viewable.
On the technical side. Images don’t immediately load when viewing an email. Try to go responsive. Also, always use alt tags on your photos. Alt tags are a way to add information that could get a customer to click.
Pay mind to what happens after a click-through. Where are you sending the customer? Does it relate to your offer?
Ultimately, respect your customers’ time.