This article is part of our October 2018 series about the state of design and creativity. Click here for more.
We’re living and engaging in a multichannel world. From search, to email, to websites, social media, podcasts, and much more, finding and delighting consumers across the digital ecosystem is a complex undertaking.
A key part in making messages stick, according to experts, is to ensure that the cross-channel design of your brand's experiences offers something new and unique each step of the way, while also maintaining a level of consistency. The following three-part series of “Marketing Today” podcasts examines the art of designing experiences in a multichannel world.
The first episode is with Molly Crawford, VP/group creative director at Digitas, who believes that when cross-channel design is done right, it provides the customer with consistently satisfying experiences across all touch points and that “…customers more often notice when it’s not there than they are able to articulate what they like about it when it is.” Tune in for Crawford's point of view, below.
Craig Evans, chief creative officer at Wunderman Seattle, doesn’t necessarily look for technical expertise when assembling a team to design cross-channel experiences. He still believes in big ideas. “The most important thing when it comes to looking for cross-channel creatives is, frankly, people who have ideas that can work across channels,” he said. “So, really, what I’m still looking for are just great ‘idea’ people.” Hear more about the necessary skill sets in the age of customer experience, below.
John Thies, CEO and co-founder of Email on Acid and the nonprofit Cause for Awareness, talks about the ways companies can use email design to connect effectively with their subscribers. According to Thies, there is no one key way to get email design right because you have to look at the whole experience. He points out a constant misconception companies have that “emails are easy,” when, in fact, they’re incredibly complicated. “We want to remove the fear of hitting the ‘send’ button,” he said. Listen to his thoughts, below.