Let's picture this; you have created a good marketing campaign that generated many leads on your website, but what now? What would step 2 be? Will they be able to understand your interface clearly? Will they interact with your interface to make conversions?
Marketing and UX may appear to be opposites, but they complement each other and common practice processes. When we use both Marketing and User Experience to reach a single target, they make a compelling combination. Right now, Marketing has shifted from traditional to digital, and the strength of digital marketing increases every day. These strategies' primary goal is to lead the user to a digital platform or interact with an interface. This is when UX comes to the rescue for marketers to increase audience, engagement, and user relationships.
How UX/UI impacts Marketing:
User Experience influences the emotional response of the clients. It improves our platforms' design quality and overall experience through usability, designing experiences, and products that help the customer reach their goals through The Three U's: Useful, Usable, and Understandable.
A fundamental part of UX is creating processes that the user can easily understand when interacting with our product or digital content. This can be achieved by researching social habits, content consumptions, pattern monitoring, interviews, and area research of our target audiences, which leads us to our next topic.
How Marketing impacts UX:
Data we need to generate successful UX strategies can be collected by implementing marketing strategies that will allow us to create engagement and build leads. But how do we implement these strategies? One way it's to start collecting data from our users' topics on digital platforms and identifying their pains and difficulties when interacting with our products.
Furthermore, we must focus on what peaks their interest and their usual content consumption habit. This will give us a significant amount of data on how we must interact with our audience, understand how they think and interact with digital products, with each other, and how they solve their problems. Basically, Walk a day in their shoes.
How to generate a Symbiotic Relationship?
UX and Digital Marketing should work hand in hand to reach our desired goals and generate successful experiences and strategies to maximize conversions. Here are some tips on how we can get started on implementing a symbiotic relationship between these two disciplines.
Ensure a comfortable journey:
Reduce the minimum options; too many items on the screen divide our attention and distract ourselves from the final goal. We have to limit the choices in certain situations for the user to focus on the essential elements.
Be clear and concise:
Product or service information must be clear; all the data must be descriptive to quickly understand the product or service they are trying to acquire. Improving our texts, descriptions, titles, and product info enable us to reduce return rates.
Make everything useful:
Everything on display must have a reason. The buttons, links, images, and texts must be there for a specific goal. We have to get rid of all the less critical information so our customers don't distract themselves from the flow we want them to follow.
Where's the start?
We must ensure that our users can find a starting point and understand how to continue navigating through our interface from there. We shouldn't assume that our users "will figure out where to go on their own." We have to guide them on what to do by presenting them with a single content recommendation. The navigation through the app should be visible, easy to understand, and as straightforward as possible.
Know your users
The most important part of the relationship between UX and digital marketing is understanding who you are trying to reach, identify our final user, and how these people interact with digital content. We have to create buyer personas and profiles that allow us to understand our customers, by using the 5W's:
Who
What
When
Where
Why
This may seem simple, but if we don't understand our users closely, how can we assume that the experiences and strategies we're working on will attract them?
Conclusion
By implementing a symbiotic relationship between UX and Digital Marketing when creating a landing page or building out a sales strategy, we can optimize the user experience toward our product and support the marketing strategies simultaneously. By doing this, we increment the lead conversions and user engagement, increasing our customers' emotional response to our brand.
References :
“UX/UI Qué Significa y Cómo Influye En El Marketing – Clinmoo.” Clinmoo Real Estate Marketing, 17 Dec. 2019, clinmoo.com/es/web-inmobiliaria/ux-ui-que-significa-y-como-influye-en-el-marketing/.
Pittau, Maurizio. “The Value of User Experience in Digital Marketing.” Maurizio Pittau, 20 Sept. 2018, www.mauriziopittau.it/digital-marketing/the-value-of-user-experience-in-digital-marketing/.
DMI, Simon. “Why User Experience Is Key to Digital Marketing Success.” Digital Marketing Institute, Digital Marketing Institute, 24 Aug. 2020, digitalmarketinginstitute.com/blog/why-user-experience-is-key-to-digital-marketing-success.
Rathod, Atman. “UX Should Be A Priority For Marketers Too.” Usability Geek, 13 June 2020, usabilitygeek.com/ux-should-be-a-priority-for-marketers/.
Single Grain Team. “7 UX Lessons to Apply to Your Content Campaigns.” Single Grain, 20 Mar. 2018, www.singlegrain.com/blog-posts/content-marketing/7-ux-lessons-apply-content-campaigns/.
Morris, Leighann. “5 Great Examples of UX in Ecommerce and What You Can Learn from Them.” ClickZ, 5 Aug. 2019, www.clickz.com/5-great-examples-of-ux-in-ecommerce-and-what-you-can-learn-from-them/90976/.
"Five Ws" From Wikipedia, the free encyclopedia, Nov 12, 2020. https://en.wikipedia.org/wiki/Five_Ws