Before we take leap forward, let’s take a look back at what 2011 brought us

2011 was indeed a year for emerging media. But this year, we really began experiencing what it means to integrate emerging media with traditional media.  I know there are still skeptics who may believe that the two entities do not belong together, but as people continued to spend more time online there is no way around it. More organizations sought to create an online and offline experience for their target audience this year then ever before.

Still not sold on it? Well think about it. If you answered yes to any of these questions below AND answered the call to action then you have proved us right.

• Did you see a TV commercial with links to their Facebook Page or Twitter account?
• Did you scan a QR Code on an advertisement in a magazine or direct mail piece?
• Did you watch a live TV show and tweeted your response to a question they asked at the same time or joined a tweet chat?

Social Media: Although social media is generally driven by consumers this year brands dominated the networks. We saw a major change in layout, advertising programs, and capabilities from the top social media networks. For example the Facebook Insights dashboard allows companies to become more social and engage with a wider audience by placing their brand directly in their presence without necessarily invading their space. Twitter’s usage continues to grow amongst multicultural audiences especially African Americans and Latinos. But, if there is one thing that stands out about this platform is that almost 48% of users access their account on their mobile devices.  Expect this to become the driving force behind 2012 changes to Twitter.  Nonetheless, the rankings probably will not change much amongst the top performers but keep an eye on Instgram and Tumblr in 2012.

Digital Design Media:

Content Creation- One design trend that was prevalent this year was content creation sites/applications in the form of reviews. The act of curation is becoming essential to staying current with fresh content on the Internet. For example, Stamped allows users to rate and approve things they like quickly. Rather than a standard three to five stars rating Stamped is a yay or nay proposition–it makes the review/recommendation interaction quicker and easier. Since Stamped starts members off with a finite number of credits it rewards users with more stamps if their recommendations garner attention via their social network. Ultimately the whole idea of Stamped is a giant call to action with one’s friends acting as the curators. In 2012, social marketing will go beyond just the networking sites.

Infographics- Now that you have extensive amounts of data at your fingertips-now what? Infographics merge data and design. Infographics are creative, engaging, and make market research much more easier to understand. If you have research to present, consider designing an Infographic in 2012. As popular marketing websites such as Mashable.com continue to use Infographics to explain data expect to see this trend continue in 2012.

Mobile Media:

QR Codes- QR Codes were everywhere this year…even on my toothpaste tube! Direct mail pieces really benefited from QR Codes because they provided an intriguing quick way to get deals and more information about the sender.  There is still life for direct mail, thanks to QR Codes. Therefore do not completely count them out of your strategy. Besides direct mail pieces, QR Codes have begun showing up on more product packages, poster boards, advertisements, and outdoor media.

Online Shopping: Online shopping numbers hit major highs this year. The emergence of tablets, mobile websites, and mobile applications made shopping online much more convenient for consumers. This Christmas 18.3% of online sales were from a mobile device up from 8% last Christmas.

Well that was our year in review and we look forward to 2012. Happy New Year from ARGUS!

When we want to move people, we are more likely to use words.

Of course, we can all think of numbers that resonate emotionally. Dates, for example. 1984. 1776. 9/11. These are numbers that remind us of shared experiences and require no additional information to be meaningful. Their impact can be powerful enough to make it difficult to use them in a different context. Try to read 911 as anything but a tragic event in American history.  And it’s not just dates: people strive to be #1, avoid the13th floor of buildings, and so on.

Even without the benefit of culture or shared experience, numbers can be used to provoke emotional responses. During the run up to the election, we heard politician after politician talking about the economy using figures that stirred both fear and righteous anger. Charities and social movements often feature statistics in their messaging front and center – though often with photos designed to “humanize” the numbers.

By themselves, numbers are empty of meaning. Given context, however, they can be truly evocative.  That’s what makes them such powerful tools for branding. Properly delivered, the right number can serve as a vessel for meaningful communication. An organization or movement can “own” a number in a way may be difficult or impossible with an existing term or concept. Think 501 Jeans, 747 jetliner, 60 Minutes.  It’s a counterintuitive approach that can yield original and effective results.

At ARGUS, we’ve had the opportunity to use numbers to help our clients develop memorable brands. 1for3 is a non-profit organization that works to provide access to clean water in developing countries. The numbers speak to an unambiguous benefit: buying a single steel water bottle will save three lives. Focused on numbers, rather than platitudes, the brand speaks to a clarity of mission and an essential transparency, which in turn inspires confidence on potential contributors. Going beyond the name and logo, ARGUS found a way to carry the theme into the transactions themselves: you don’t simply buy water bottles, you save a specific number of lives with your contribution.

The84 is a youth-led social movement to positively change teen’s attitudes towards tobacco.  The name “84” came from primary research conducted by ARGUS that discovered that 84% of Massachusetts teens choose not to smoke. By crafting a strategy around a number (rather than a typical “cool” name), ARGUS helped to brand a movement that engaged in an honest dialog with its audience even as it reminded non-smoking teens of their majority power in the community. Since its public launch in August 2007, the website has had over half a million visitors, with a more than a third of users logging in from outside the State of Massachusetts.

Both 1for3 and the84 succeed in part because of the way the brands leverage powerful statistics to deliver a message without artifice or sentimentality. We live in a skeptical age; brands centered around numbers may have an easier time breaking through the din to reach audiences that are wary of marketing and advertising. In any event, numbers provide an interesting and potentially rich avenue for brand development – a road less traveled, as it were.

You will be responsible for the concept, design and delivery of a range of web/interactive and print projects. Your strengths lie in your ability to:

• Look at the big picture in the creative process
• Lead and conduct design strategy meetings; work with team to deliver against strategy
• Manage multiple project, in-house resources, contractors and vendors simultaneously
• Monitor and manage project budgets
• Be self motivated and work independently under tight deadlines

To be considered you must have the following:

• A full understanding of the printing process (spot and CMYK)
• Extensive knowledge of standard design software tools (Illustrator, Photoshop, inDesign)
• Web, interactive and online design experience and full understanding of Flash and HTML
• BFA and a minimum of three years experience required or equivalent with a strong portfolio and sample of work
• Bilingual, Spanish – English

Please forward resume and salary requirements, along with your top three creative samples and/or link to your portfolio to: careers@thinkargus.com

But one particular designer decided to take a different approach to entirely change our way of thinking. Check out this bed of nails that invites the viewer to feel its texture, and yes, even sit!

This inspiring piece of furniture is a reminder of what ARGUS has done with a number of different campaigns. The Smoke-Free Boston campaign prompted an attitude change among the general public about the smoking ban, by positioning it as a historic moment for the city of Boston and positive for the health of its city workers and residents. It encouraged people to enjoy a healthier smoke-free environment, and to “breathe it in.”

It’s amazing what the power of positive thinking can motivate people to do.