Social media is the place to be. Digital marketing is the future. Print is dead.
I hear similar soundbites every day and I guess all are partly right. The rise of digital agencies and the in-house digital specialist has accelerated this movement in recent times. PPC campaigns are managed in-house and websites developed by digital specialists who have mastered the relevant software. With this in mind, agencies are losing clients.
Now this may sound like sour grapes and it is true in the short term there can be cost savings. However, without exception, looking at projects that fit this criteria, I find that within a few months these campaigns/projects tend to flounder, momentum slows and finally, business is lost.
So, what is missing, what is going wrong? The missing ingredient is creativity. “Creativity is an act of design and innovation”.
If we look at websites, anyone with the right software can create one. Yes, they do serve a purpose; either for start-up businesses with limited budgets or for businesses dipping their toe in online for the first time. However, there is one major down fall. Differentiation, or in fact, the lack of. Creativity can draw out the USPs of any business giving consumers and customers a reason to click and navigate the site. Creativity allows a website to not only look good but also addresses the issues of function. What is the call to action? What is the navigation path you want the visitor take when they land? Basic websites lacking creativity have limited lifelines and as such, can cost more in the long term. Our advice is to get it right the first time, after all, you only get one chance to make a first impression.
For digital media to be successful, it needs to be campaign led. Without creativity, digital media will become stale and ineffective. It needs a purpose, it needs a clear pathway, it needs a definite call to action and most of all it needs to set you apart from your competition.
It’s not just websites, PPC and digital media that this is applicable to; it applies to all aspects of design whether it be a traditional print advertisement or a single page leaflet. Creativity allows a client’s imagination to be turned into reality and can inject personality and character into businesses in any sector.
ib3 is a Creative Communications Agency. Through creativity we take ideas to the next level.