Often, “best practices” is a term that helps determine the path in designing and building an email campaign. What is the “best practice” to make copy more readable? What are standard “best practices” for overall email width? While best practices are useful, they can also lead to predictable designs. When every element is predicted, projected and produced, email creative comes to feel mundane. And “mundane” is far from what a client is seeking when asking an agency for innovative solutions.
Welcome to S Squared, the digital marketing blog of Shaw + Scott. We’re your go-to source for staying looped in on the industry’s most innovative trends and brand strategies. We cover the latest and greatest in cutting-edge marketing insights, helping you to navigate the digital spectrum-and take your program to new heights.
We can all start each workday with shining gratitude—businesses across the board and around the world have officially acknowledged that digital marketing matters. Our designs are valued, our strategies toward promoting brands are implemented, user experience laid out and built by developers have paramount priority in determining final product completion. Practical creativity, great ideas and bold innovation is now what sets agencies apart from one another.
While I was first learning the process of developing a product prototype, almost everything made sense to me—that is, except for one thing: developing personas. How would I know who uses a certain app or who would buy a certain kind of product, I thought. Why would a corporation invest time and money toward building personas? What is a persona, anyway?