Interactive vs. Social: Does Your Agency Have the Right Skillset?
I love Doug Wick’s breakdown of the distinct differences in skillsets required for interactive marketing vs. social marketing:
Creative within a typical interactive agency is highly focused on elegant visual design. The primary goal is to catch the eye, connect to the user on an emotional level, and engage and convert them with inventive content. Most creative teams in agencies focus on hiring rock-star interactive designers, videographers, and creative writers. The social marketing provider creative teams are far less focused on visual design, and more on delivering content in an approachable way that taps into what users care about and starts conversations.
Take another look at the three criteria Doug looks for in social creative:
- Approachable delivery
- Touches what users care about
- Starts conversation
It still amazes me that all marketing isn’t built that way. When you think about it, what are the alternatives to these points? A delivery that’s tough to consume? Content that is of no interest to customers? Forgettable material that doesn’t spark a discussion?
If your brochure, TV/radio ad, or direct mail piece fits that description, you’re already in trouble.
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Scott Hepburn is a veteran PR and marketing professional. He blogs here about marketing, PR, advertising, journalism and social media.