Look Beyond The Immediate by Sarah Doody

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Educating The Advertiser

Current social networks have used the Google model of advertiser do-it-yourself media buying options which has lead many to ponder the future or need for sales teams at social networks. However, at Ad:tech, an interactive advertising and technology conference – one thing was clear – media buyers are screaming for social networks to educate them on how to spend more money to reach audiences who are moving away from traditional media and spending more time on digital interactive experiences.

I suspect the underlying challenge lies in the idea that perhaps many of the social networks are still trying to figure out exactly how to monetize the masses – the people are there – now how to create profit . . .

Read more about this in a great article from ValleyWag.

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The Feminization of Design

“Ours is the age of design experiences – and it is the technology that is made for young people that is on the cutting edge of advancing this agenda.”

In his book Brandjam Marc Gobe writes about how brands today must shift from ‘communications’ and ‘commodities’ to ‘emotion’ and ‘inspiration’.

One of the key reasons why this shift needs to take place is because – as Marc says – Emotional design is feminized design. As a culture, we are getting more intuitive, more spiritual; we are learning more about and look at the world from a women’s point of view.

The job of good design is to make our experiences manageable and meaningful, taking a bland or messy experience and giving it poignant elegance and distilled power.

Design is the most important part of technology; the more things are changing or improving, the better the design needs to be to allow consumers to understand, appreciate, and apply the technology.

Marc Gobe is also the author of Emotional Branding which focuses on creating lasting and meaningful emotionally rooted relationships between brands and individuals. Marc’s central belief is that emotional branding is about “creating an intimate and reassuring experience for each consumer.”