Should Digital Make the Team?

Will the twosome become a threesome?

There’s a strong argument that creative teams should add an interaction designer to the copywriter/art director mix. In an attempt to make sense of online advertising as it becomes increasingly complex. But are they all strategizing digitally, trying to cultivate brand platforms instead of telling a story? It’s clear digital deserves to be counted, but it doesn’t seem like the answer.

Technology has spawned new methods of advertising. Now consumers enjoy a more influential, intimate connection with ads by using tools provided by brands, like RSS feeds and avatars, to create collaborative content. Blogs, consumer reviews and podcasts give consumers a soapbox to converse with and about brands. By inviting people to develop their own perspective on a brand their relationship to it becomes more organic, fostering greater interest. Exactly where traditional media falls short. It doesn’t have the interactive quality digital possesses. Digital affords brands the opportunity to participate in people’s daily lives. Also, it cultivates long-term relationships with consumers, is financially savvy and provides a reason to engage.

However, digital can be distracting. Since you can do almost anything in a banner, or make up your own way to best showcase products, the medium could swallow the message. And although cutting edge technology sounds cool, the experience is underwhelming when used inappropriately. But if this threesome concentrates on content that’s fun and interesting, they’ll be the team to beat.