Today's B2B Agency Creative Director faces new message delivery challenges (and opportunities) we couldn't have imagined a few years ago.
Smart phones, Apps, Social Media, QR codes, YouTube -- the landscape changes fast and you need the ability to adapt quickly. Long gone are the days of creating an ad, laying out the "capabilities" brochures for lead response and the "possible" call center follow-up.
Just as the Internet changed the push/pull dynamic, Smartphones are changing some sales processes. Being in a meeting no longer means being out of touch. And phones are being used more than ever to advance face-to-face sales.
Maybe it's an obvious question, but what's the impact on creative?
Tried and true design approaches don't necessarily work on a 3 x 4 inch screen. Maybe it's time to think "inside the box". What works on the small screen? How do we develop visual/creative solutions that work in the new hand-held era? How are messages, brands and images created, supported and maintained through a phone? As creative folks we must use unique navigation and data content mapping combined with simple and easy-to-use fingertip-friendly designs to yield the best functioning creative product.
With iPhones, Droid and Blackberry devices becoming the future of just-in-time delivery of sales and marking information to your sales force (and customers) our clients are looking to us to find the right mobile solution.
It's time to think and create "smart".
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