The digital landscape is constantly evolving. To keep up with all of the latest trends, we are scouring books, blogs, articles, and anything we can get our hands on in order to become better at our work. Here’s a look at what we’re reading right now at DEG.
Lora Schordock, Business Development Manager
What: Why Brands Need Content Agencies of Record, by Jeff Rosenblum and Jordan Berg in AdAge
Why: In general, because of the proliferation of ways consumers communicate with and about a brand, it’s important for brands to have a consistent, ongoing voice conversation – across all channels. To do that, it’s smart to employ the services of an agency like DEG – one that not only understands the consumer marketing ecosystem and the technology to integrate it, but also one that is adept at capturing and utilizing data to tailor messages to consumers who want them.
Kyle Johnston, Director of Creative
What: Intents Vs. Demographics: How Micro-Moments Reshape the Future of Digital Advertising, by Brian Solis in Forbes
Why: An interesting article on rethinking our approach to consumer segmentation and targeting in the face of micro-moments. It illustrates the shortcomings of relying solely on demographics with this description of two seemingly similar consumers:
‘Both individuals were born in the same year as the other and in the same country. They were both married for the second time with two children. These individuals were successful, wealthy, vacationed in the Alps each winter, and they also shared an affinity for dogs.’
Read the article to see who they’re describing… it’s quite a surprise.
Brian Graves, UI Team Lead
It’s a great look behind the scenes for anyone interested in upgrading and modernizing their design process.
What: The Power of Responsive Design Sprints, by Jason Grigsby on the Cloud Four Blog
Why: In this article, Jason Grigsby walks through how his company applied the principles of design sprints, typically used in the realm of product design, to the process of designing responsive websites. It’s a great look behind the scenes for anyone interested in upgrading and modernizing their design process. Especially interesting, as we’re currently working through the best way to do this ourselves, was how they choose to demonstrate concepts for animation and interaction to the project team and clients through the use of screen captures converted to GIFs.
Tony Toubia, Senior Email Marketing Specialist
What: Leveraging Psychology in Digital Marketing, by Kath Pay for cloud.IQ & Marketo (downloadable white paper)
Why: The white paper does well to bring several behavioral economic principles to life with real digital marketing use cases and a heavy emphasis on email.
As an example – related to the principle of Anchoring, when Williams-Sonoma introduced the bread maker at $275, sales were remarkably poor until the company introduced a second model at double the price. With the introduction of the higher priced bread maker, the “lower tier” version, still offered at $275, became the anchor. Subsequently, sales of that $275 model began to soar as consumers now had an anchor to compare against. This principle can be applied to campaign merchandising as we consider a “good, better, best” approach.