Marketing by Design – Design thinking that makes marketing work
I test the AI tools, design trends, and brand moves marketers are talking about, then tell you what holds up and what doesn’t. Written by the author of the bestselling The Visual Marketer, after 20+ years leading brand, creative, and digital experience marketing teams.
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Are You a Fancy-Schmancy Designer?
Published over 2 years ago • 5 min read
30 June 2024 | Issue #54
In this issue:
What defines a designer?
Create slides in Figma
The music industry's complex relationship with AI
Influencers > advertising (new data)
App/icon/logos for different AI options
Midjourney Prompt: a Salvador Dali-type of designer looking pompous. --ar 16:9
What defines a designer?
There is a lot of debate about what defines a designer in 2024. Just as we discussed last week around the definition of creativity, I wanted to jump into the definition of a designer this week.
Something to consider with these results is the audience surveyed. This was posted within the Designers Talk group on LinkedIn, a group for graphic, web, digital design, and creative professionals.
Given the sample audience, I'm not surprised by these results. Design professionals often have their field minimized by those who don't understand or value it. I've yet to meet a designer who doesn't have a little bit of a chip on their shoulder. They've spent a career having their expertise overruled by the opinions of those who get paid more than them.
This will make anyone a little salty when new tools are introduced that allow anyone to "design."
I've learned to bite my tongue when I see a marketing manager beaming with pride at their latest PowerPoint deck's numerous, unnecessary, and distracting transition and animation effects.
They fail to recognize the difference between design tools and design skills.
For the survey above, my vote was that a designer is not determined by the tools. These new tools, especially those infused with AI, make it easier for anyone to create designs. The problem is that most of these people don't understand design basics. They don't understand the need for visual hierarchy and directing the viewer's eye around the canvas.
It's not their fault
The marketing teams of these software companies tell their users that anyone can be a designer, and technically, that's true. But these companies aren't helping people create good designs.
In my definition, designers are people who know how to design. It's more than just using a tool.
If you are someone who knows how to design, you need to demonstrate your value. These people don't know what they don't know. And they definitely don't know what you know. So, help them out. Help them understand that your skills will greatly improve their end product.
I know it's tricky because there are egos to contend with on both sides ("I'm the expert!" "Look at this cool thing I made!"), but by being the bigger person, you make yourself more valuable, and you help reduce the amount of bad design in the world.
And isn't that why we got into this in the first place?
NEWS AT THE INTERSECTION OF MARKETING, DESIGN, & AI
🎨 Figma's new Slides app focuses on design, fun, and (oh yeah) AI!
This week is the big Config 2024 conference for Figma users. In addition to a new user interface, the design software leader is showcasing a new tool designed to revolutionize how presentations are created and shared, crucial for designers and marketers alike.
• Seamless Design Integration: Figma Slides integrates smoothly with existing design workflows, allowing users to create presentations without switching between different software tools.
• Real-Time Collaboration: The tool offers robust real-time collaboration features, enabling teams to work together on presentations simultaneously, enhancing productivity and creativity.
🎶 The music industry’s complex relationship with AI
This week, I read two contrasting perspectives on AI’s impact on the music industry, highlighting the intricate balance between leveraging AI for innovation and protecting artistic integrity.
• Harnessing AI for Discovery: One article explores how AI can be used to enhance music discovery, helping artists reach new audiences by predicting and recommending music based on listener preferences. This perspective emphasizes the potential benefits of AI in expanding reach and engagement in the music industry (via Mark Schaefer).
• Legal Battles Against AI Companies: In stark contrast, another article discusses the music industry’s legal actions against AI companies, focusing on protecting artists’ rights and preventing unauthorized use of their work. This viewpoint underscores the ongoing struggle to ensure that AI advancements do not compromise the value and ownership of creative content.
🚄 The new influencers beat traditional advertising effectiveness
Aaron Hassen explores new research to understand how influencers are reshaping the marketing landscape, highlighting the importance of adapting to these changes.
• High Trust Levels: Creator content is trusted almost three times more than traditional ads, offering higher engagement and stronger emotional connections with audiences.
• Economic Shift: Full-time creators can earn substantial incomes, indicating a significant shift in the economic landscape that marketers can leverage for more effective campaigns.
Andy breaks down the magic of images in a way that’s both insightful and practical. In emails, for example, incorporating relevant and high-quality images can boost click-through rates and keep your audience more engaged. Also, using an image word in the subject line can increase open rates!
For SEO, images can improve your search rankings when properly optimized with alt text and descriptions, making your content more shareable and visible. On social media, striking images capture attention and make your posts more memorable and shareable, which is crucial for building your brand’s presence.
In a nutshell, Andy’s article is a great reminder of the integral role images play in our marketing strategies.
Next time you’re crafting an email, optimizing a webpage, or planning a social media campaign, remember the power of a good visual. It’s not just about looking good; it’s about driving performance and achieving your marketing goals.
Affiliate of the week: Looking for a MarTech partner?
Sometimes, the right tool can solve a big problem. When I or my team need to solve a big, department- or enterprise-level problem, I turn to Quartz Network for suggestions of vendors or partners I can work with.
After chatting with the concierge specialist to define the problem, you can select different vendors to talk to. A while back, one of these conversations led to my then-employer saving more than $100,000 a year.
It was a shortcut to finding potential partners.
If you're looking to solve a problem in the upcoming months, bookmark this link.
HOW CAN I HELP YOU?
If you want to learn more about what's available, here are some links:
Marketing by Design – Design thinking that makes marketing work
Jim MacLeod
I test the AI tools, design trends, and brand moves marketers are talking about, then tell you what holds up and what doesn’t. Written by the author of the bestselling The Visual Marketer, after 20+ years leading brand, creative, and digital experience marketing teams.
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