Through an understanding of integrated marketing and related media and technologies, such as this example with HD video, Web designers can add value to their clients and companies. The exploration of new (non-Web) technologies, like HD video, as a method to improve our Web design can provide extra value through lower production costs and greater integration across other media. This level of broader thinking and knowledge makes us more valuable and improves the business success of those who employ us.
In the future, we can expect to see a principal designer that presides over crafting successfully-designed communications across all company media. At that point most everyone involved in the marketing and design space will understand the need for true integration and a strong global vision which will include all traditional and new media. But we are certainly not there yet. What Web designers can do in the interim is think like a principal designer and design like a principal designer. If we think of ourselves as Web designers our Web sites will continue to look like Web sites instead of successful components of broad integrated marketing campaigns—which contributes directly to business success.