Monthly Archives: March 2016

Marketing Matchup: Innovative vs. Traditional

“Out with the old, in with the new” is the old saying, but is this really the best policy to have when it comes to your marketing plan? In this edition of Powered by Creativity we dig into the new business turf war – innovative vs. traditional marketing.


When you think of traditional marketing, you may think of the three pillars of classic advertising: radio ads, TV commercials, and print ads. However, it covers so many more products than you think. Business cards to billboards are all forms of traditional marketing that businesses have used for decades to brand their company to the masses. But that’s just it; this type of media relies heavily on a one-to-many paradigm, a one-way communication that serves to sell rather than to engage. The problem is that, with so many similar brand messages out there, and some that are less than honest about their product’s results, consumers rarely trust any brand messages. Every brand promises to be better than the rest, but not all live up to that claim. Because consumers cannot engage with this type of marketing, brands sometimes lack feedback to make their product better and more appealing to a target demographic – they don’t know what their market wants, so they can’t give it to them. This isn’t to say that this type of marketing is not valuable to companies; branding is essential to keep top-of-mind awareness. It all comes down to the customer’s take and experience. Period.



Sometimes referred to as digital or content marketing, this piece of the marketing puzzle encompasses social media, responsive web design, mobile apps, blogs, videos, and all manner of new media methods. Innovative marketing creates engagement and conversation with its audience, it is marketing geared toward you and what you like. This type of marketing de-commercializes brand messages and creates a conversation with the customer instead. Innovative marketing done right promotes the be-all and end-all of marketing: the coveted word of mouth. It is important to note that innovative marketing is not just another form of traditional marketing. If you are creating social media posts or other types of innovative marketing involving traditional media lingo, you are doing it wrong. Innovative marketing is meant to captivate, engage, and create conversation. It requires active involvement and real-time creation. This type of marketing strives above all else to be authentic and not rehearsed. It builds up your brand with messaging that your viewers want to research and read. This type of marketing is also very fast-paced, and tends to change with digital trends very quickly. What works today may not work tomorrow, and half the battle can be just keeping up.


Any good marketing plan is multi-faceted and at the end of the day, traditional and innovative marketing offer different ways to grow your business. While traditional and innovative marketing complement each other in the grand scheme of a well-rounded plan, you can have a purely innovation marketing plan; what you cannot risk in this day and age in is having a completely traditional marketing plan. Digital is here to stay, so get on board and get more active today with our help!

2016: The Year of the User Experience – Part 2

With 2016 well underway, in this post we continue to build on ‘The Year of the User Experience’ predictions for what lies ahead this year in the marketing world. Many of the elements featured in our Part 1 post focus specifically on graphic design and how vital it is to make sure the experience your design efforts create is extremely user-friendly and intuitive. Here, we continue that theme with a slight shift to focus more on how to best present the content within those design elements and marketing materials. Without further ado, let’s see what trends in content we can expect to see becoming more prevalent in the coming months.


Modular design allows you to present content in an interesting way that aims to keep users engaged. Because we have busier lifestyles than ever before, as users our attention spans continue to get shorter and material needs to be extremely intriguing to hold our interest. Layouts that feature hard-to-anticipate designs keep one’s eye moving from one thing to the next, offering the fun experience that is preferred by our busy minds. This style of breaking up content is comparable to the shorter paragraph layouts of most blog posts you’re seeing these days, but with the flair of visually interesting design elements to make it pop. For a deeper understanding of modular design and resources to help you get started with this cool trend, check out this article.



Did you know that 100 million people watch at least one video per day? Or that website visitors are 64% more likely to make a product purchase after watching a video? As humans, we process visuals 60,000 times faster than the written word. These are extremely powerful statistics that you’d be wise to use as fuel in your marketing efforts. Telling a story through visuals, especially video, is becoming more and more essential when it comes to sharing your brand with the world. Learn more about the video production services we offer and how we can help you grow your brand.

In addition to video, other visual essentials to include in your marketing strategy are good photography and infographics. These handy and appealing graphics are a fabulous way to organize and distribute information or stories using the power of visuals. Not only do they make data look pretty, but they are also 3x more likely to be shared by viewers than any other type of content. If increasing traffic is one of your top goals for 2016, infographics would be a good area to prioritize.



Truly great design cannot be complete without the key element: typography. A language in itself, typography has the ability to give the written word a voice, ignite emotion and even make the reader believe a statement to be true. This coming year we expect to see some blasts from the past such as retro, serif and handwritten fonts. Check out this great infographic from Design Taxi with some need-to-know trends. Plus, with all the great resources available for finding fonts of all shapes and sizes these days, you’ll never have a shortage of options; in fact, you could most likely spend the rest of 2016 looking at every one out there – you’ve been warned.

Want more information on how to apply these anticipated trends to your own marketing efforts? As always, we’d love to meet with you and discuss how these elements can be incorporated into your marketing plan to help grow your business. Contact us today to learn more.