Add UX to Marketing Cart - Leverage user experience in marketing

Storytelling has been a differentiator of many similar products in the market for a long time. Why a consumer will select Tide over Nirma will depend on what perception the marketers create about the brand. It helped brands to highlight their place in the crowded shelf space.?

But as we are crowding the digital world with digital products and services (SaaS, PaaS), marketers will need more than storytelling to create the differentiator and make the user loyal.?This blog will cover how marketers can leverage user experience to create a distinct perception and enhance their marketing strategy.?

To begin with, let's outline the common grounds of marketers and UX designers.

User Research and Market Research:?

Both practices collect the best design decision based on research output. Market research helps measure the size of the target market and the market's loyalty towards the brand. User research focuses on identifying the wants and needs of the audience.?

Together, both practices deliver user personas, competitor analysis, analytics, and the consumer's psychology.?

Optimizing User Experience:

UX's central focus is user-friendly and glitch-free performance, while marketing dedicates creativity to unparalleled and long-lasting brand impressions. Together, both deliver a memorable experience to users and create a positive influence for the brand.??

Acquire the new; Retain the old.

Marketers are obsessed with attracting new customers and retaining existing ones with offers, loyalty points, and discounts. UX does the same with design, color, animation, and features. Moreover, its perfect page layout and design elements push users towards taking positive actions leading to more sales conversion.

Content - The King of all

Marketers have been honoring the content for a long time as they know how important it is to attract, communicate and engage with their target audience—likewise, the content rules in the UX world. It plays a significant role in a website, an app, and software. Users tend to leave the platform if it lacks valuable content.??

Leverage user experience in marketing?

We understood that UX aims to ensure that users interact seamlessly with their products, and marketing seeks to communicate the value of the same products or systems.?

If both methods work together, imagine how the brand and the user can benefit from their relation.?

Hence, an organization, marketers, and Ux designers should understand the duo's power and leverage it for the utmost benefit.

Marketers should enrich the UX design inputs with the proper directives about consumers' wants. Below are a few examples:?

• Marketers can capture and analyze user activities to understand how much time they spend on the application and what features they utilize to promote further and attract potential users.
• Promote the favorite feature and introduce new and upcoming features to keep the audience excited about the product.
• Conduct polls and in-app surveys to establish the concerns of users and fix the deadweight feature.
• Create a brand personality or highlight the existing one. Here, UX writing plays a significant role. Simple information to direct users to take action is not enough. In today's time, digital products use a distinct communication style to create a brand personality, which is then carried in the marketing communication to create a strong brand personality in users' minds.? (Check out an exciting read on UX Writing )

There are many ways where a marketer can leverage UX to enhance user experience and marketing strategy. I tried to cover my understanding of it. I hope you'll like it. See you next week :)