Successful marketing is all about the ability to tell good stories.
Most firms work to get their name and capabilities into the marketplace by connecting with their audience. Your storytelling abilities are a very important skill set to reach your audiences in ways that can influence the way they think about you or your firm.
Scenario: Your company is in a do-or-die situation. If it doesn’t have a web presence and can’t gain any kind of visibility, the possibility of your company going under increases significantly. You have been chosen to set off on a journey to save the company and are given three tools that will help you along your road to success: a large budget, access to PPC & SEO experts and a sword (just kidding…bad joke). There will be obstacles along the way: money constraints, content issues, fire breathing dragons and competition. The power is yours!
Every time I hear someone in marketing or advertising talk about "best practices" for website design, I roll my eyes.
Now granted, many of the do's and don't's of web design have merit. They've been tried, tested and proven to work. And I believe that certain best practices such as ease of navigation, making good use of white space, ensuring that site text is easy to read and building for fast loading times are sarcosanct. But I also believe that best practices are helping to hold marketers back.