Communicating online is far more complicated and sophisticated than offline communication. In the offline world we all got pretty fast used to the technological premises and framework shaping the functional possibilities of the communication - such as colors, logo, fonts, pictures, sound etc. We fairly fast got the idea of how we could be creative and make entertaining, emotional, nice and surprising off line advertising. And it was a bit like learning swimming- once learned - you mastered the world of creative advertising !


Then the online world arrived. And the "once learned" paradigm vanished. Understanding the technical premises and framework for creating and doing entertaining, engaging, emotional, appealing and interesting communication in the online environment is a very complicated and difficult task ! The technical premises for how you can engage, surprise and enthuse your audience is not a "once learned" kind of activity.... Being creative in the online world with increasingly more bandwith, increasingly more sophisticated applications, increasingly more demanding audience and still a huge cultural gap between the world of engineers and the world of creative people makes it difficult to take out the potential of the online communication opportunity.


Establishing and making a working environment where you mix "engineers" and "creatives" is hard and takes a lot of efforts to succeed. Having technical experts working closely together with creative people to analyse, discuss and share knowledge, experience and ideas for how online communication can help their clients reach and communicate with their audience online - more precisely, relevant, entertaining, inspiring and engaging than in the offline world. By being able to combine the most relevant technical applications with nice visual design/effects, good story telling and entertaining content you are capable of creating highly effective communication in the online environment.


I have not yet seen many creative environments around who have really successfully been able to combine these skill sets and really take out the incredible potential of online communication.
 
Have you ?