User Experience and Marketing: A Delicate Relationship

Traditionally marketing and user experience were two departments that weren’t concerned with one another. Today, however, as the Internet continues to evolve the way business is done marketing and user experience have become more entwined than ever before. Both sides are concerned with adaptability and usability as they will ultimately lead to a broader reach and customer acquisitions.

User Experience and Marketing

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Customer experience is changing these specialties individually as well as how they combine to create more powerful messaging and campaigns. For companies to be successful today they need to help customers and adapt to customer needs as they evolve. Many of today’s evolution are related to the rise of mobile technology and devices, and some major players are already taking notice.

Google, for example, may soon be penalizing websites that don’t take the mobile user experience into account. According to the January 2014 Mobile Technology Fact Sheet 63% of adult cell phone owners using their mobile phones to get online and 34% of mobile phone Internet users only go online by using their phones versus any other type of device. With numbers like these it’s easy to see why Google may be altering their search ranking algorithm to take the mobile experience into account. The Googlebot is able to view websites on a code level as well as the way that a human user would see it, meaning that the bot is able to differentiate between a good mobile user experience and a poor one.

According to past studies from Google 61% of users will not return to a mobile site if they previously had trouble accessing it on their phone. Google is deeply concerned with the user experience and sites that don’t share their commitment could find themselves dropping in Google’s search results.

In addition to ensuring that a website is optimized and responsive, marketers should remember to make the user experience all-inclusive. Not only should content be robust and informative, it should also communicate with them – maybe even literally. Live customer chats allow marketing team members to instantly chat with customers and provide exceptional experiences.

Outside of the mobile realm, at a core level companies need to give their customers dynamic tools and resources that help them make smarter decisions. Solving customer problems engenders loyalty and builds more layers of customer engagement. Marketing and user experience can work together to improve customer interactions across the board and deliver more effective, user-focused experiences. This cohesive approach helps to create a stronger brand and focuses customer interactions on selling and more successfully leads customers through the sales funnel.

User experience combined with marketing strategies can help refine a company’s target market. User experience is a broad concept that works across multiple aspects of a business, not just usability. It has an especially significant impact on customer satisfaction as the principles of user experience can help to simplify and improve the processes in which customers are brought to the brand and how they interact with it over the long-term.

To achieve long-lasting customer satisfaction marketing teams and user experience teams need to understand the business and define their objectives. These objectives should align with both the company’s goals and the end user’s needs. User-centered marketing and experience programs help companies gain new insights into their business.

Marketing and user experience support each other as well as the overall goals of the company. When all departments and team members share the same focus there is a greater chance for success.

About the Author:

Nick Rojas

Nick Rojas is a business consultant and writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over twenty years. You can follow him on Twitter @NickARojas.

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