The cobbler’s children go unshod. In the old allegory, the shoemaker is too busy working to serve his customers to make shoes for his own children. There are many folktales that apply to business, marketing in particular. It’s remarkable how much they still ring true.
After several stops and starts, our group launched the new global corporate IridiumGroup website this week. As Steve Jobs once said, “Design is not just what it looks like and feels like. Design is how it works.”
We took this to heart and completed a rigorous phase of usability research to help understand the desires of marketers and communicators — which elements would help them and which were superfluous? What we learned guided and informed our work and alas, the result is a crisp, smart “best practice” website that we’re feeling pretty good about.
We aimed to offer a few strategic new features, but most importantly we wanted to site to be simple, direct and accessible — an accommodation to frantic schedules and the immediacy of the modern professional environment.
Our new website is built with a scalable content infrastructure that will allow us to soon add a resources section, with shared industry knowledge, trends and analysis on emerging technologies. Agile is the modern mantra, and our site will enable the easy expansion and contraction of features and content.
The site is responsive and device-agnostic, as we like to say. There’s more animation, which reflects our sharp aim to build cutting-edge capabilities in video production.
We’re on the cusp of another landmark shift in communications, as marketers realize the benefits of expressing their brand through video. The costs have decreased drastically, it communicates far more effectively in less time, is more compelling as a medium, and the bandwidth to publish no longer a concern.
Why not execute an application of marketing to social channels and events through a short, thoughtful, engaging video that can be shared and proliferated by customers? Imagine the power of your annual report for investors, or a corporate capability brochure as a video experience. For us, 2014 will be a focus on developing award-winning videos that project branded content in a fun, digestible and memorable way. (We’re looking for companies who will do this at cost of production, so email me if interested: firstname.lastname@example.org.)
I hope you’ll visit the site at www.iridiumgroup.com and share your opinion. We’re continuing to make amendments and will consider everyone’s feedback. Also, look for a newsletter and frequent updates to the site in coming weeks that are far less a promotion of our skills and experience. We’ll be spending a lot of time to evolve a website rich with links and articles that can serve as a platform for community, a resource on case examples, breakthroughs, and best approaches for digital marketing and communications.
A common misperception about the client-agency relationship is that it’s about buying and selling. In reality, we want the same thing you want: Success. We want to compete in a cost-efficient way, enjoy the process, and to create a dynamic marketing tool that inspires action and drives business.
Tags: ir77.com, iridium branding and creative agency, Iridiumgroup website, iridiumgroup.com, redesign, relaunch website
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