Launch Announcement
Breaking Through the Noise: Make Marketing Resonate in 2020
I've been a drummer for most of my life. There's nothing like laying into the kit and turning my thumping into music. Drums are loud, and the vibrations resonate throughout the room and your whole body. It's damn near spiritual.
Through years of practice and study, I've learned that there are several ways to tune a drum, but when properly tuned, the shell of the drum resonates with a natural tone. It is the clearest note possible, maximizing volume and longevity. It can vibrate without being touched. When struck with intention, it can move airwaves and hearts.
Just like the parts of a percussion instrument, language and design are linked. If you broadcast your signal in a frequency that genuinely resonates, your target audience will continue to tune in. It's a perfect analogy for the current state of marketing.
Our marketing needs to be bigger and bolder, with communications managed systematically, for it to resonate in 2020 and beyond. Too often, the tune is lost because companies beat the same drum created for a single, safe channel.
There is power in design. It's why I'm launching the Resonant Pixel Company.
As digital marketing has grown to dominate the industry, there have been increasing continuity issues. Yes, companies have seen high returns on investment in digital marketing (particularly with SEM), but other marketing channels have been largely forgotten or underutilized. I've seen businesses succeed with a marketing channel but struggle to duplicate it on additional channels. They don't see "engagement" immediately, so they give up. One part of the issue is that they think publishing equals participation; it doesn't. The other is that they don't know how to create strategically appropriate assets efficiently.
That's a shame because great brands are leaving revenue on the table.
Why does this happen? It comes down to knowing how to build production systems. If every project is a one-off with bespoke creative, it's tough to be consistent. It's also far more work than it needs to be to both produce and maintain. Businesses need a way to generate creative assets rapidly for customers across all channels while keeping consistent messaging and remaining on-brand. This flexibility of graphic communication is critical for a comprehensive marketing strategy to find sustainable success.
Consistency, however, is easier said than done. It starts with internal communications. Right now, most organizations have communication gaps between designers and developers, marketers and creatives, managers, and analysts. Everyone is crushing it to get the work done, but they're not all pulling in the same direction. For these players to sound like a band, there must be a single vision that connects them. Otherwise, campaigns fail, and we'll continue to hear things like "this channel just doesn't work for us" or "that channel isn't producing."
That's why we need to shift our thinking. Let's focus on creating strategic systems that work across all channels. We should be building teams and processes that foster partnerships and a holistic view of governance for marketing messages that push decision making down the reporting structure. Then we can create marketing that is responsive and reaches audiences where they are. Better and faster design, that is how we'll generate meaningful engagement for your brand in 2020.
So, get up. Get it together. Let's put the right processes and creative in place to support your marketing campaign design work and break through the noise. Or else you'll be in the same spot next year, wondering why you couldn't pull it all together in 2020. Create campaigns that resonate.
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