Word on the Street...

As someone who was trained in the traditional advertising biz and transitioned to interactive early in his career, there is one thing that I know is true: the methodologies behind message development are not dissimilar between interactive and traditional media.

It's commonplace for many to think that because interactive media is so disruptive and paradigm-shifting from other traditional media that the steps leading up to concepting for interactive deployment are essentially different or shorter. I disagree. To that end, the list below outlines the best-kept secrets to concepting killer brand messaging and strategies in interactive.

1. Research

Having an understanding of the audience on more levels than one is paramount for any successful execution. As an agency, it's our responsibility to both our client and his/her/their brand. It's blatantly irresponsible and rather audacious (in a bad way) to present an idea that is not rooted in a true understanding of the audience, whether B2B or B2C. Let's face it. Sometimes the client won't see the value in research during the negotiation process and will likely ask for it to be cut, but the wise agency will make it part of the requirements for any creative output. A wise creative director wouldn't start a project without a creative brief rooted in key findings cultivated from deep, comprehensive (both primary and secondary) research gathering. And a wise account planner/strategist wouldn't sit idly by as concepts and ideas leave the agency without any backing.

A strong researcher will not just look for the numbers (or statistics) provided by 3rd parties. A strong researcher will have the curiosity to want to observe and converse with the target audience, finding out the psychographical and behavioral motivations to not just buy, but share and investigate the product or service. The recent advent of Twitter and real-time search have enabled researchers and planners to get a sense of consumer attitudes as they happen, versus 3-6 months after the fact, adding another opportunity for effective research in a short amount of time. The ability to condense all of the information, data, and observations into poignant, brief findings leads to a strong strategy and on-target concept. It's this gift of consolidation that can carry research into the creative concepts and strategy. Without it, it will be hard to deliver messaging that truly resonates with its main audience(s).

2. If at first you don't succeed, you didn't pay attention to 1.

That's the secret to creating compelling messaging, whether digital or otherwise. Research leads to concepts that are creative as much as they are practical and relevant.

Chris Pitre, IDEA's social media strategist, is an avid fan of social, tech, and pop culture who retains large amounts of life-saving and brand-building trivia.