Marketing vs. Design: Helpful Tips to a Fruitful Relationship

When I think of the dynamic of the Marketing & Design team members, I always think of the movie Gladiator. Proximo states, “Listen to me. Learn from me. I was not the best because I killed quickly. I was the best because the crowd loved me. Win the crowd and you will win your freedom.” Now by no means am I suggesting you grab the closest sword and take on your front-end developer at the nearest Coliseum. However, I do believe it is vital for us marketers to win over our design & development teams to truly make headway in your marketing efforts.

Below are a few simple rules to live by in order to ensure your relationship with your design & development team allows for successful implementation of your marketing strategies.

1) Never use the words “make it pop” or “jazz it up a bit”

Nothing else to explain here, just never use those words!

2) Communicate what you want both verbally and visually.

I am in no way, shape, or form a designer, but I make the effort to give the designer some rough ideas as to what I am thinking for a certain project or landing page. A great tool to do this is Snag-It (give the 30 day free trial a try; your life will never be the same). Not only do you give the design team a glimpse into your vision, but you also give them fodder for ongoing humiliation and ridicule due to your poor attempt at design.

3) Get their buy-in

Sometimes design and development team members get the crazy idea that we are just giving them busy work. Everything we do in marketing has a specific goal, whether that is to increase engagement or conversion rates on a landing page. Tell your team the purpose of a specific effort, your hypothesis, and assumptions associated with the effort. At this point, the team becomes vested in helping achieve these goals and add a fresh set of eyes and thoughts to improve on the initiative.

4) Share the results of their efforts

Share the results with your team. They took the time and effort to work on your project, make sure they know if it was a success or not. This will get the wheels turning for the next steps or providing critical knowledge to apply towards future projects.

5) Make an effort to learn their language

By no means am I telling marketers to learn to code; however, you should make an effort to understand terminology & basic HTML. A great resource to get started is Code Academy; take a few basic courses and you will be able to immediately communicate more effectively.

Designers are the first line of offense towards successful implementation of marketing strategies. The less friction between teams will ensure a quicker turnaround of projects and a better end product.

Dan Monarko is the Director of Digital Media & Data Integration at Flying Cork.