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Many of us in the digital creative industry are old-school creatives, from a time when responsive design and personalized banners were just ideas on paper – a time where advertising was all about TV and print, when you couldn’t really sell something in 140 characters.
It’s a different time now. With technology getting better and better, results are expected faster and faster. Where the attention span of people averages around 8 seconds, according to Microsoft.
So how does a Creative adapt to this new world? How do you adapt your version from five years ago to work in today’s agile environment? Below are some hard-earned learnings I’ve gained over the years.
1) Embrace Technology
As of last year, the average person spent almost 11 hours of their day on electronic devices. Advertising is moving more and more to the digital medium using a variety of techniques.
Be a champion of technology; learn the lingo. There are two huge and immediate benefits to this:
- Ability to sync with your technical team much more efficiently and help them rather than being a bottleneck for quicker delivery
- Ability to push the client in a digital direction that allows them to be more responsive to the needs of the user
2) Listen to the Client, Trust the Analytics
Work with your team/group to establish an early practice of capturing analytics. You want to listen to the client, but analytics will be your best litmus test.
Data-driven discussions will allow for quicker turn-around times where you have to spend less time convincing people and can work on the next set of ideas or improvements.
Everyone feels like they know their customer, but let’s be honest: the customer will tell you what you need to know to help you help them.
3) Iterate, Iterate, Iterate
Your first go will not be perfect. In fact, your next few tries won’t be perfect, either, and that’s okay. Learn to break down deliverables in small chunks so that you can get feedback quickly.
Whoever heard of a puzzle being built with one piece? Iterative design allows the client to start seeing the big picture before it’s delivered and will help your team avoid any surprises. We all remember this, right?
The world is moving faster, but you can still grab its attention. Keep these three best practices in mind, and adapting might not be as hard as you think.