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by Stu Belshe on 7.12.2011 in Company News, Interactive Marketing 0

Clients come to us for a variety of reasons. Sometimes it’s because of a goal they want to reach, other times it’s for a change of direction. No matter the case, we tend to approach projects the same way: we view them as problems that need solving.

Responsibilities: My job is to help come up with the best solutions for clients’ interactive needs. I then provide a look and feel for that solution once it’s been established.

Strategy: The biggest jump in strategy that clients must understand is that a website is not the only online solution. We’ve been in so many situations where a client has 15 to 25 different websites that have accumulated over time, and now there’s no cohesiveness at all—it’s just a mess. This happens when a client is led to believe the solution to every problem is a new website. The interactive space is much larger than that. In fact, a website’s impact shrinks more every day.

How to Succeed: Find solutions instead of just providing services. Activity on the web gets easier to track as analytics get more robust. This means every move you try to impel users to make is susceptible to a success or fail metric. This puts us in a position where our reputation is built on statistical success, not just a client’s visual satisfaction. Because of this, we often have to be a bit more forceful with suggestions as opposed to just doing what a client asks for.

Challenges: The hardest part these days is selling the complexities. Most people who are computer savvy can make a website in a few days, so how do you sell one for $60,000? Explaining the merit and importance of each piece becomes tedious, but more people understand it as time goes by.

Creativity at its Best: Recently I was involved in the creation of a landing page for Deltapine involving the weather.com website. Weather.com captures a user’s location, and we were able to pass that location information to our landing page to show the user relevant regionalized information. This strategic approach greatly increased meaningful interaction with the user.

Because Brighton creates well-designed websites that also enhance an overarching vision or goal for our clients, we are able to maximize results. Interactive data can be measured in ways no medium in marketing has been in the past. Planning ahead for this allows you to build on results with precision like never before.

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