In the digital age we find ourselves in a position where content has become king. But as little as five years ago advertisers were still competing for the top position through the use of gimmicks, thinking that entertainment is the key to inform online customers of their products. As the head of a digital department I frequently heard the words: "Yes, it brings across the message. But it's so boring." followed by the all-too-familiar "Can you make it pop, or bounce or do something?". Those were the days of flash websites with loading times designed to allow the user an opportunity to finish that quilt she's been putting off for so long - all in the name of entertainment. There were no quick solutions and developing an engaging website was a year-long, super-expensive process. The worst was that the final product would have a shelve life of a few months - its imminent death fuelled by the daily complaints of customers who visibly aged before the contact details could load. Those were the days. Good riddance.
By Francois du Preez, Issued by Grey 17 Jul 2014 09:18