Technology has changed the way we think, the way we communicate, and the way we function as a society. It has also improved the way we do business. Using technology to streamline complicated processes and to improve efficiencies will advance client goals. Paul Brienza, senior vice president of interactive branding at Laughlin/Constable, an integrated marketing agency with offices in Chicago and Milwaukee, provides insight into using technology to advance client goals.

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	Paul Brienza, senior vice president of interactive branding at Laughlin/Constable, provides insight into using technology to advance client goals.

• When applied correctly, technology can improve customers' experiences online. For instance, a product selector, through a series of questions and answers, can simplify a complicated purchase decision where a salesperson typically would be involved. Along the way, tips and information may educate the customer whether he or she makes the purchase online or at an actual store.
  
  
• Employees can also benefit from technology. It can be used to streamline internal processes such as integrating a content management tool. This allows employees to make updates to website content and when done, based on their permissions, submit them for approval or posting to the site.
  
  
• As useful as technology is, always think about how the consumer interacts with the brand before technology. At the end of the day, customers do not use a website because it has great technology; they tend to be drawn to the site for its content and information.
  
  
• Technology is always advancing and influencing the interactive world. Web 2.0 is a new advancement that provides insight on what others see as important in the tech world. With things moving so quickly and rapidly developing, sites and tools that aim to keep people in the loop are extremely popular. One successful example of this is Digg.com, which allows its members to submit content and vote on what is actually posted. It provides a great way to stay connected to the ever-changing digital world.

About the Author

Paul has been involved with the Internet for more than 11 years. From an Internet café entrepreneur to a senior vice president of interactive branding, Paul has built the web portfolios of a wide variety of major corporations through his extensive breadth and depth of experience and understanding of technology, usability, and project management. His balance of understanding in navigational design and databases has allowed clients such as Kohler, Master Lock, Pfizer, Kellogg's/Keebler, Kimberly-Clark, and Huffy Sports to successfully grow their web presences. Paul graduated from Marquette University with a bachelor's degree in international studies.

About Laughlin/Constable

Laughlin/Constable celebrated 30 years of continuing success in 2006. With offices in Chicago and Milwaukee, the agency provides full-circle branding, including brand development, digital marketing, design, advertising, public relations, and media research and buying. Its annual billings are in excess of $160 million. The agency's clients include Associated Bank, Bon-Ton Stores, Buell (Harley-Davidson) Motorcycles, Bridgestone/Firestone, Master Lock, Aero Products, Butler GUM Dental Products, and Navistar International. For more information, please visit www.laughlin.com.

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Laughlin/Constable
www.laughlin.com

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