It used to be so simple: create a compelling message, design equally compelling creative around it, push it out into the marketplace, then watch the sales roll in. (okay, maybe not that simple, but you get the idea!)
Due to the rise of cloud-based computing and the resulting mountains of data now available at our fingertips, marketing is in the midst of a sea-change that has revolutionized the industry. It's now possible to: identify and segment a target audience, connect and engage, deliver content, gather feedback data, identify insights, and iterate to better optimize original content (phew!)—all at speeds never before dreamed possible.
At Scott Evans Brand + Design Communications, we’ve made it our business to pay attention—and adapt—to marketing’s “Wild, Wild, Wave of Change.”
Because we pay attention, we see that today’s marketer needs more from design. Much more.
And design, if it wants to continue serving as a mission-critical partner to marketing’s success, needs to respond.
We know where marketing's been. Though nobody really knows where it’s heading, we do know this: the only place you’ll find the old playbook is in the rear-view mirror. And new horizons are unfolding before us every day as we continue riding this wave into marketing’s future.
Marketing technology, being increasingly driven by Artificial Intelligence and Machine Learning, is making exponential advances that are as exciting as they are potentially overwhelming. Which is why we must break down the silos of marketers, creatives, and data scientists—among others—and embrace the opportunities before us.
Okay, Cool. So What Is "Marketing by Design?"
Good question! "Marketing by Design" is the convergence of cross-functional professionals, acting as one singular unit in an open and agile spirit of cooperation. The goal is to provide the right content, to the right audience, at the right time—and to do so in a highly creative manner that is differentiating and in alignment with messaging strategy, objectives, and goals.
It’s an exciting time for marketers and designers alike. A small bit of wisdom to all: if you haven’t already, catch this wave and learn to ride it like a pro.
Otherwise, you risk being forever lost in its wake. Better hop on it!