|By Rebel Brown||
|February 10, 2013 07:00 PM EST||
Integrated media is one of the hot new buzzwords in everything from marketing websites to sales presentations to customer engagement. There's no doubt that media is changing the face of communications in B2B and B2C markets alike. That's a great thing for our buyers and vendors alike. Why? Because our human brains grasp and remember visual information much better than we do textual content. How do we best take advantage of this Big Change? I chatted with Paul Biederman, design expert and social media friend about his take on visual and our content strategies.
Paul shares his expertise in his interview and in the Slideshare he prepared to add even more value to his comments.
1) Research has proven that people remember far more from images than words. How does that play into today's media-focused marketing?
If you look across the web and especially on the social platforms, you will see that people love sharing pictures and meme-style images! More and more, the platforms are catering to this and the way people like to engage. Platforms such as Pinterest and Instagram are built around visuals, but Facebook, Twitter, Google+ and even LinkedIn are also becoming increasingly more visual! It would be wise for companies to pay attention to this and develop a visual content strategy that capitalizes on it.
2) If a picture tells a thousand words — how does that impact storytelling today?
Telling your brand story, whether you are a company or an independent professional, is key to capturing the hearts and minds of your market, your audience and your online communities. It is a busy, distracted world and people are spending less and less time reading lengthy explanations — they’d rather skim. So if you want to tell your story with impact, you better be using strong visuals! Videos play a part too, of course, but I still think that still visuals together with a powerful, well-designed brand work even better in this world where no one seems to have any time to spare anymore. Videos take time — pictures are a quick grab and there is endless power in a story told through a strong, consistent brand image that is pervasive through all communications and media touchpoints.
3) What is the biggest misconception about design you encounter in the business world?
I still come across people who seem to think that design is merely a decorative add-on or unnecessary fluff. Nothing could be further from the truth — in fact, I would say that design is the critical component missing from many businesses. Good design is that which serves a business purpose. It clarifies, communicates, unifies, engages and influences to name a few examples. Of course, doing these things well improves the bottom line, but good designers also save money by streamlining communications and processes, as well as preventing unnecessary waste. This is why design should also be considered at the very earliest stages of a project and by the highest levels. From a well-designed brand strategy that communicates clearly and succinctly everything that a business is about to a cohesive marketing program that powerfully accomplishes its business objectives to visual content that helps a business stand out and stimulate engagement on the social web — good design and a strong visual strategy have never been more important.
4) What are the greatest challenges companies need to overcome in order to adopt successful creative strategies that achieve their business goals?
Too many times, a potentially sound business strategy isn’t supported by an equally good creative strategy, allowing the plan to die on the vine. And if a business recognizes how critical the role of good design is to execute the strategy and enable its success, the budget dollars need to be placed there as well, not relegated to another day as something “nice to have” once other expenditures are made.
5) We all know buyers are distracted and overwhelmed with too much information and too many interruptions. How can we use visuals to rise above the noise?
Well-designed communications in this day and age need to get to the meat of the message really quickly. Messaging must be distilled down into “sound-bytes” that even skimmers will catch the meaning of. Visuals transport those messages and drive them through the noise out so they stand apart from the busy streams, enabling the messages to be seen. It amazes me how few companies seem to understand this and do it well — but that presents amazing opportunities for the smart companies that “get it.”
6) What’s the best balance between content and visuals in today's world?
Visuals are also content, but if you mean text, less is more. Just as the most nicely crafted ads have always achieved a fine balance and interplay between text and visual, the same holds true now. Since we are increasingly becoming a visually-oriented society as things constantly zip by us in today’s media from all directions, coming up with strategies that allow the visual to dominate would be prudent. Once someone is hooked, they can then be directed somewhere else where the broader story can be told — but they need to be hooked first.
7) What do you think are the perfect elements of an engaging story?
I like to keep it simple, since again, a complex story will only cause befuddlement and people will move on. At best, you want your single main message to get across. I encourage people not to rush this part of the process — it means introspection and not settling on the obvious. Everyone else is doing the obvious — you or your company needs to set itself apart. A simple example: If you’re a dry cleaner, do you only clean clothes or do you keep people looking great so they can go out into the world and be the best they can be? Or perhaps, a dry cleaner simply makes people’s lives easier, giving them more time to do the things they love. Or maybe they use safe chemicals for a better, healthier, greener environment. Those are all better stories than just cleaning clothes. Marry a simple, compelling story to a strong visual campaign and you’re golden!
Paul Biedermann is Creative Director/Owner of re:DESIGN and Managing Partner/Editor-in-Chief of 12 Most. re:DESIGN specializes in Strategic Design, Branding, Social Media and Communications, and Paul helps businesses achieve special things through smart strategies and great design — transforming ideas into sharp award-winning solutions that reach, engage, and inspire people to action. Follow Paul on Twitter, “Like” re:DESIGN on Facebook, circle Paul on Google+, follow him on Pinterest or visit his website and blog.
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
May. 2, 2016 07:00 PM EDT Reads: 1,021
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
May. 2, 2016 06:30 PM EDT Reads: 1,275
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
May. 2, 2016 06:00 PM EDT Reads: 947
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
May. 2, 2016 05:15 PM EDT Reads: 968
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
May. 2, 2016 05:00 PM EDT Reads: 1,076
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
May. 2, 2016 03:45 PM EDT Reads: 1,330
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
May. 2, 2016 03:00 PM EDT Reads: 309
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
May. 2, 2016 02:45 PM EDT Reads: 1,069
You deployed your app with the Bluemix PaaS and it's gaining some serious traction, so it's time to make some tweaks. Did you design your application in a way that it can scale in the cloud? Were you even thinking about the cloud when you built the app? If not, chances are your app is going to break. Check out this webcast to learn various techniques for designing applications that will scale successfully in Bluemix, for the confidence you need to take your apps to the next level and beyond.
May. 2, 2016 12:00 PM EDT Reads: 1,544
There is an ever-growing explosion of new devices that are connected to the Internet using “cloud” solutions. This rapid growth is creating a massive new demand for efficient access to data. And it’s not just about connecting to that data anymore. This new demand is bringing new issues and challenges and it is important for companies to scale for the coming growth. And with that scaling comes the need for greater security, gathering and data analysis, storage, connectivity and, of course, the...
May. 2, 2016 11:45 AM EDT Reads: 941
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry's single source for the cloud. Fusion's advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including cloud...
May. 2, 2016 10:00 AM EDT Reads: 2,626
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
May. 2, 2016 09:15 AM EDT Reads: 862
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
May. 2, 2016 08:45 AM EDT Reads: 789
SYS-CON Events announced today that DatacenterDynamics has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY. DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
May. 2, 2016 06:30 AM EDT Reads: 2,536
The IoT has the potential to create a renaissance of manufacturing in the US and elsewhere. In his session at 18th Cloud Expo, Florent Solt, CTO and chief architect of Netvibes, will discuss how the expected exponential increase in the amount of data that will be processed, transported, stored, and accessed means there will be a huge demand for smart technologies to deliver it. Florent Solt is the CTO and chief architect of Netvibes. Prior to joining Netvibes in 2007, he co-founded Rift Technol...
May. 1, 2016 11:00 PM EDT Reads: 1,618
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
May. 1, 2016 05:00 PM EDT Reads: 1,077
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...
May. 1, 2016 01:30 PM EDT Reads: 1,604
Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified – now it's a component-based well-performing framework. This immersive one-day workshop at 18th Cloud Expo, led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and the product company SuranceBay, will provide you with everything you wanted to know about Angular 2.
May. 1, 2016 01:00 PM EDT Reads: 1,778
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
May. 1, 2016 12:15 PM EDT Reads: 2,358
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
May. 1, 2016 11:00 AM EDT Reads: 1,121