Until channels stop exponentially expanding… until tech stops advancing the way people engage with each other and companies… until businesses stop needing to communicate with their audience, marketing agencies will need to evolve. That thinking is integral to the ethos of Centerline: We continuously evolve to solve the most complex business and marketing challenges. This… Read more »
At its core, an interaction consists of three interrelated aspects: who – a person, company, brand, group you talk to or with what – something you do, say or give to them how – the way in which you accomplish what to who For a successful interaction, you can’t really have one without another. Kind… Read more »
Learn about a couple of our latest projects – one that shared the power and impact of IBM Cloud with IT leaders, and the other that generated awareness and drove marketers and creatives to a local conference. IBM Cloud POV Event Video This piece kicked off IBM InterConnect, the premier cloud and mobile conference, and… Read more »
To be able to enact a content marketing strategy that continuously wins with your audience, you need to always be up-to-date on industry trends. Here are four must-read articles that will help you step up your content marketing efforts and more effectively reach your audience: 7 Ways to Score with Content Marketing – Your content… Read more »
The same day I was writing the post about whether the Paid, Owned, Earned (& Shared) media mix is still relevant, Mashable published an article titled: Why PR Is Embracing the PESO Model. It sets up an interesting dichotomy. The Mashable article has a ton of great information and thought. It’s definitely worth the read…. Read more »
How would you go about changing customer perceptions while celebrating an anniversary AND driving sales? That was the challenge IBM approached Centerline with prior to the 50th Anniversary of the mainframe. The 50th anniversary was an opportunity to shift C-level executives’ perception of the mainframe from the idea that it’s outdated to the fact that the… Read more »
We operate in an ever-changing landscape. New tactics and ideas are being introduced seemingly weekly. To compound this rapid change, user behavior is evolving as well. In a landscape this dynamic, remaining static is choosing to dissolve into irrelevance. It’s important to ask questions. It’s important to pay attention. It’s important to pursue deliberate, strategy-driven evolution. Here’s the part where I make my case for experimentation and analysis.
When designing, regardless of whether the thing you’re creating is an interface or a physical product or a piece of content, it’s important to dive deep into the problem you’re trying to solve with your design. Develop a thorough understanding of the problem through rigorous research on how people react to it, how people are currently solving it, different people’s understanding of it, and the context surrounding it.
To understand how web designs and interactivity effect the end user, I’ve been reading up on website design, modular layouts, adaptive hypermedia (web content that adjusts to the specific user – mostly seen in educational settings but could also be interpreted as suggested links or products), and spatial hypermedia (where the web user can move and adjust the website – adjust the layout or other elements of the webpage). Sounds kind of nerdy (and it is!), but doing the research taught me a few key points that I think should be considered for every digital project.
I’ve learned that not only does anticipation improve long-term memory of an event, people generally experience the highest levels of emotion about the event while they’re ‘looking forward’ to it. Therefore, I believe there is a huge window of opportunity in the anticipatory period leading up to the release of a new design that we should take advantage of by focusing on four things…