UX Can Improve the Effectiveness of Your Marketing Campaigns

What do you think is ensuring the success of our marketing campaigns and digital platforms? Before you think about SEO, landing pages, emails, tracking, forms, etc., or start breaking your head over automation tools like Marketo, Eloqua, and Hubspot. Let’s save your energy and bring your attention to a bigger question, what are we trying to achieve with these tools and techniques. What if I say USER EXPERIENCE is the answer to all your questions.

Marketing and User Experience have the same GOAL

AIDAS is the play area for all marketers. The bigger idea behind marketing is to promote a product or service in the hope of creating brand awareness. But the purpose of UX is to meet the customer needs and to create an experience that’s easier and joyful. User journey starts with marketing and user experience is like a grease that helps customer pass the funnel smoothly and convert. Here are some ways to exploit both for driving profitability to your business.

How to align Marketing and User Experience aesthetics

Improve Customer Experience

UX helps you in delivering the flawless experience for the user, but marketing is about making them remember your brand. The stickiness comes when you create memorable experiences that influence user’s overall feeling towards a brand. The perception created through marketing brings customer closer to brand and great experiences result in recurring purchases and loyalty.

Attract New Users

It’s crucial that the marketing department understands who are the customers and what are they looking for. That’s where user experience researchers can jump in. With user research techniques and user testing methods, UX takes the guesswork out of marketing, bringing real users and focusing on their inspirations, motivations, and requirements. These can be put together to craft effective marketing campaigns that attract right users, who have more chances of turning into customers.

Engage Users

Consumer behavior has changed a lot over the years with rich media, social platforms, AR, VR, AI, and machine learning and emerging technologies making consumers more informed and demanding. UX can help marketing sell the product better by adhering to the ever growing expectations of the modern consumers. Meeting the gen-next trends is essential for driving growth and brand loyalty in the today’s times. The experiences need to be tailored to individual users for capturing their attention and catering their needs, motivations, and desires.

Improve Conversions

Marketers are expert in persuading an individual to become the customer by providing them with the right offers that clearly and concisely serve them what they desire. This marketing intelligence will bring the audience to your website or app and the UX will then persuade them by designing the right page layouts and utilize the on page elements. Precisely curated and created offers, if executed well in the design, can educate and convince visitors to take the desired action.

Flawless Customer Journey

It’s awesome that your marketing campaigns worked and you could bring the audience to visit your site, but what if they couldn’t locate the contact form. UX design can help users to seamlessly navigate across multiple channels and devices without any inconvenience. If the experience is poor, all the effort of bringing the user to your website is wasted. But a good UX can help a user navigate to accomplish a task without getting lost.

Content

Visitors will hardly stick around if you are unable to pair up user experience with good content. Knowing your users also help you to design and create personalized content for them. This will also help to send better-targeted marketing messages and allow them to land and perform the action you want. Moreover, modern customers are using multiple devices and channels to access the content and therefore there has to be a single unified message that should be delivered across all these channels. User research can help marketers to unify this communication.

Automation

Marketers and user researchers have something in common, data. User information helps both marketers and user experience designers to accurately track and understand user behavior. Although sorting out data could be a mammoth task, marketers find it easy through the marketing automation tools. The same intelligence can be brought to segregate the consumer needs and persona building to ease down the work of the UX designers and help them create compelling interfaces.

Some examples of perfect marketing and UX blend

The Whisky Exchange has got everything perfect, right from the great use of UX design elements to complement the content displayed on the individual product pages. They inform the buyer everything right from the sweetness levels, flavor notes to the complete history of the particular drink.

Airbnb is another name that has visual elements, typography, media files that resonate with the brand emotions. But it wasn’t like that at the start, Airbnb lost business due to the poor quality pictures. Their founders personally visited the places to replace the low-quality shots. The profits doubled and since then, UX always complemented the marketing at Airbnb

UX takes the guesswork out of marketing

While the user experience ensures that individuals get what they want, marketing wants business by convincing the users to make a purchase. They both need to work in tandem to fulfill your business strategy and increase the performance and effectiveness of your business goals. In the nutshell, UX is an important part of marketing, you need to invest in UX to make sure users get what they desire for, otherwise, your marketing will be a waste of time and money.

Wanna know more about how UX can ensure your marketing campaign a success, give us a shout.

This post was first published on LinkedIn Blog of Inkoniq’s Marketing and Web Head, Pankaj Sharma.