In these tough times, Internet advertising has gotten a bad rap. But let's not throw the baby out with the bath water. Here are some hard-learned lessons for creatives to remember and apply as the industry recovers.
Wow, the industry is a mess! It's the worst it's been since I started working as a Web designer in '96. There's always so much spin and hype that it's hard to tell the truth from the lies. Everyone is trying to sway the turmoil to his or her advantage, and Internet advertising has gotten the worst rap out there.
Be careful who you listen to and how you position yourself in the industry. The demise of marchFIRST and massive layoffs are just as much the result of a market correction as the consequence of an industry growing too quickly to accommodate the need for qualified people who understand the medium. Let's not throw the baby out with the bath water, so to speak.
The industry has made a lot of progress over the last few years, such as usable interface design, rich media development, and information architecture, to name just a few of its accomplishments. The creative/technology hybridization that has occurred in our industry has been built with hard-won experience and shouldn't be discounted because of the negative hysteria out there right now. Here are a few hard-learned lessons that everyone should remember and apply as the industry recovers so that when it does finally recover, we can continue to build, but this time on a more solid foundation.
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Adam Jackson is a freelance Art Director in New York City. He has worked on top brands for several interactive ad agencies and with some of the top Internet marketing minds. He has worked with Sony, Lockheed-Martin, Best Buy, Ameritrade, Coca-Cola, Diet Coke, IBM, Valvoline, Monster.com, and a host of blue-chip Canadian brands. With five years of industry experience, and a few awards, Adam's career has grown with the Web.
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