Guest Blog - Mark McGee - Digital Killed the Analogue Star
Digital this, digital that. Build a website, make sure you've got SEO covered, optimise it for mobile, back it up with email marketing, and compliment it with social marketing. Surely everything should be digital now?
Well, not necessarily. Before you begin just sit back and think. Think about who you are trying to reach and why. Are they all receptive to the same medium? What about those who like to read physical magazines or go into a real shop? If you’ve got existing customers have you actually talked to them? Discover who your customers are and how they prefer to consume your message or product before you do anything else.
And before you start pushing pixels around, don’t forget the importance of the mighty combo: pen and paper! Want to have a quick wireframe? Draw it on some paper. Want to mind-map a potential strategy or segment your customers? Get a notepad and some felt-tip pens. Want to do some quick usability testing? Draw up some paper prototypes and get people to use them as if they were on-screen. Want to see if your personas will actually work in real-life situations? Draw some storyboards. Want to make sure your carefully thought out integrated marketing strategy puts across a consistent message to enhance your brand reputation? You guessed it: mock up your brand identity across all your channels using nothing more complex than sticks of graphite and some pulped wood.
It’s not rocket science, in fact it used to be common practice – am I the only one who still values this creative process? I hope not.
Mark is a Digital Marketing Strategist, MSc Candidate and Sci-Fi modeller based in the UK. He has worked in print and digital for over 20 years and is currently Vice-President of Communications for a not-for-profit trade association.
Do you agree with Mark? Do you feel differently? Leave a comment below and have your say.