The digital world truly can deliver on the direct marketing promise of one-to-one communication like no other media. Unfortunately, many companies still write and design Web sites that are pure "brochureware," and launch e-mail campaigns inconsistent with their core brand that fail to factor in essential customer data and that avoid the aesthetic tenets of navigability and overall experience. This session, filled with real-world examples of what works and what doesn't, provides the tools to develop digital campaigns that both hit the mark creatively and drive breakthrough response.

Learning Points:

-Creating campaign-specific, conversion-focused interactive solutions (avoiding the "one Web site for them all" mentality)
-The do's and don'ts of writing and designing for Web sites, ad banners and e-mail campaigns
-Integrating online design with current brand aesthetics