How User Experience Design Is Reshaping Marketing and Branding

User experience design (UXD), the science of structuring information and developing user flows, is breaking out of its native-digital niche, where it originated as a planning and architectural tool for developing website and apps. Now it’s a critical element in many different kinds of marketing strategies.

Understanding the full range of consumer experiences with a brand is a critical factor in building awareness, engagement, and advocacy — and in framing or evolving a value proposition that integrates and emphasizes features and benefits in believable and sustaining ways.    Read More →

Digital Marketing Comes of Age: We’re All Futurists Now

Tom Burg, a twelve-year veteran of Silicon Alley, blogs for us about marketing, the digital economy, and how social media is transforming the way we all communicate.

Back in the mid-90s, when I started my marketing career, just about everything I knew I learned through textbooks and classes taught by marketing professors who’d last seen the inside of a boardroom back when Bic pens came to market. Marketing itself was heavily based on case studies and focused on market share, with big budgets tied up in campaigns with a life cycle of six months or more. Unless you worked for a company with virtually unlimited budgets, there was no incentive to do quick tests and refine marketing approaches. Incremental progress was limited at best.

Moving to New York City a bit later to pursue a marketing career in the “Internet” seemed like a pretty safe career bet. I got to conceive and explore new business models; it was great fun. Unfortunately, many of those late-90s ideas were either before their time or required what (seemed back then to be) unfathomable amounts of capital to make work. Then came the bust.    Read More →

Product Management, User Experience, Information Architecture, Interaction Design, Usability Testing

Project Management, Program Management, Production, Content Production

Animation, Art Direction, Creative Direction, Corporate Identity, Flash Design/Dev, Graphic Design, Web Design

Content Strategy, Editorial, Copywriting, Copy Editing, Research, Blog Outreach

Brand Management, Business Development, Sales, Product Marketing, Event/Conference Planning, Promotions, Marcomms, Corporate Comms, Direct Marketing, E-Marketing, Public Relations, Market Research

Account Management, Account/Brand Planning, Media Strategy, Communications Planning, Media Planning/Buying, Social Media, Search (SEM, SEO), Web Metrics & Analytics

Web Development, Front End Development

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