With our bright and busy 2023 almost behind us, we thought we’d take a moment to reflect on some of the things we’ve learned. Here are a few words of wisdom about our work, our clients, and ourselves.
1. Learning: It’s a Life-Long Journey
Relevance is the watchword when it comes to sustainability in business—personally and institutionally. We do not live in a static world; change happens…fast. We must embrace changes as they impact our lives and client lives. It is how we grow. It is how our business grows.
—Chris Wise
2. AI Technology Is Crucial
AI is quickly revolutionizing creative capabilities and workflow, and we have been learning how to incorporate emerging technologies into our skill set. We’re constantly exploring new ways to use AI to support creativity, all while being mindful of ethical concerns.
Staying current with emerging design technologies, particularly the integration of artificial intelligence (AI) into Adobe programs, is essential to keep skills from becoming obsolete. As creatives, we have an ongoing commitment to responsible and ethical design practices is essential during this exponentially evolving landscape of AI.
—Katie Marshall
3. Personalized Experiences Matter
Customers expect a personalized, tailored experience that speaks directly to their needs. Through loyalty programs, subscription services and micro-moments, you can reach customers in deeper ways.
4. Influencers Bring the Authenticity
Consumers still look for genuine and relatable brands, and influencers are more likely to create content that resonates. Especially for Gen Z, businesses are smart to find macro- and micro-influencers who can tell authentic brand stories that form relationships and engender loyalty.
5. Customers Love Voice Search
We’ve learned that more than 71% of consumers now prefer the convenience of voice search to traditional text. Because voice searches tend to be more conversational, it’s important to customize content to meet this trend.
6. Ecommerce Is Changing the Customer Experience
Technology and consumer needs are changing the mobile shopping experience. Simplified checkout and delivery processes, loyalty programs, and social media are personalizing customers’ shopping journeys. Headless commerce is one flexible tech tool that allows businesses to create multiple front-end experiences for different customers.
7. Video Is Dominant
Video content continues to dominate media and outperform static media. Short, impactful videos are the way of the future.
8. Inclusivity & Diversity Require Authenticity
The idea of “inclusivity and diversity” has grown from a corporate checkbox to a widespread societal value. Genuine efforts and authentic representation are now prioritized in our work and company.
9. Chase Social ROI
If new social media platforms have taught us anything, it’s that users have evolving social media habits. Joining new platforms and communities, discovering new brands and creators, and developing new consumption and creation habits are all part of our everyday lives online. If your brand isn’t seeing ROI on established social platforms, don’t be afraid to walk away and double down on the platforms that are working (and never be afraid to seek out new ones).
—Hunter Foster
10. If You Aren’t Having Fun, No One Else is Either
No one likes boring content. Not me, not you, not anyone! So it’s time to consider: if you aren’t having fun making the content you’re making, why would anyone else enjoy it? Continue to use your social channels to inform, incentivize, and incite action… but perhaps it’s time to expand your approach to delighting your audience and give your content enough continued utility to keep your account worth the follow.
11. Storytelling Is Power
Know your story first (always). Storytelling techniques make content more compelling. Stories have the power to evoke emotions and create a lasting impact on the audience. Your brand messaging should resonate, be memorable and shareable, and work for the right formats: motion, video, print, digital, etc.
—Chris Cable
12. Build a Multichannel Approach
Tailor content for specific platforms and formats, taking into consideration the unique characteristics of each. Repurposing content is great for efficiency, but it doesn’t always work across different platforms, sizes and contexts. Customize as much as possible to reach a broader audience and increase impact. Ensure each platform experience is unique to the customers needs, wants and desires—that’s true omnichannel marketing.
13. Participation = Engagement
People don’t just want to watch; they want to be part of the action. From dance-offs to DIY stations, experiential marketing shows that participation equals engagement (and unforgettable memories). Immersive encounters offer a chance to actively engage with brands, fostering a deeper connection. And participation in brand-related events often forms communities where attendees connect, share experiences, and become brand advocates.
—Brad Carpenter
14. Master the Art of Pivot With Influencers
Turn curveballs into captivating content with flexibility—it’s an influencer superpower. When unexpected events, like a writers’ strike, disrupt the usual content flow, influencers have a knack for pivoting seamlessly. They’ve shown us that when you can’t discuss movies, you can spotlight the event itself! Influencers can be leveraged to do what they do best—tell social stories. Whether it’s live coverage, behind-the-scenes glimpses, or exclusive interviews, influencers always keep the conversation engaging and relevant. Pivot, adapt, and turn any challenge into an opportunity.
15. Collaborate Openly and Often.
Get people together, involve more experts, be a conduit for conversations and facilitate forward movement. It makes us more innovative, more efficient and better teammates (amongst a bunch of other positives!).
—Kate Ambos
16. Oh! The Places I’ve Been
Over the past year, I’ve learned to always stay open to new opportunities, experiences and fascinating stories along the way. In partnership with the TN Dept of Tourist Development, we have traveled from one end of the state to the other, capturing special moments on film. We have met some of the most interesting people, seen some incredible sites and filed away memories of unique destinations for revisiting in the future.
—Mary Blair
17. Screenshot Your L’s
In this world, we are constantly and passionately pitching ideas to clients based on their needs and goals. Many ideas never make it past the conference room or pitch deck. When I found myself hitting a creative roadblock, I decided to start screenshotting those dreaded emails—”we went a different direction” and “we will have to pass at this time”—and saved them to a folder to look at often. This method of exposure therapy transformed the way I perceived rejection and completely changed my creative process.
—Madelyn Cunningham
18. “Donut” Forget to Celebrate
Small gestures for your team and clients make a big impact. Bring in donuts once a month, grab coffees for those early morning meetings, and send handwritten notes or personal gifts to valued clients. Set a recurring reminder on your calendar and take the time—it’s worth it!
19. Personalize Marketing With Zero-Party Data
Customers often provide information to businesses through surveys, polls and subscriptions. Companies can use this zero-party information to personalize their marketing and better meet consumer needs.
20. SEO is Ever-Changing
Staying up-to-date with the latest SEO trends and algorithms is essential for maintaining a strong online presence.
21. Innovation Is Customer-Centric
Focusing on solving your customers’ problems and addressing their needs leads to more successful innovation.
22. Virtual and Augmented Reality Are Big Opportunities
VR and AR technologies continue to evolve, presenting new opportunities for businesses to create immersive experiences and training programs.
23. Sustainable Practices are Non-Negotiable
Sustainability isn’t just a buzzword; it’s a core value that consumers and businesses should embrace for a better future.
We are thankful for a great year with you all at Designsensory, and looking forward to another one.
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