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What User Experience Does for Digital Marketing

Tuesday 04 of December, 2018./ Reading Time: 3 minutes./ By Kat Andersson

What is Digital Marketing?

Digital marketing is marketing that uses digital technologies, the internet, mobile, and other digital mediums to get your message across to your potential clients and customers.

Some common digital marketing strategies and tools are:

  • Social Media Marketing
  • Content Marketing
  • Search Engine Optimization (SEO)
  • Pay-Per-Click Advertising (PPC)
  • Email Marketing
  • And many many more

If it includes a screen, then there’s a good chance it is, in fact, digital marketing.

Digital marketing is not:
  • Cold calling
  • Billboards
  • Print ads

Why is digital marketing so important?

Do you, or someone you know, read the newspaper? How often do you pick up a magazine? When was the last time you answered that strange number on your phone, let alone respond with a conversation on the benefits of the product they were selling?

The answer is probably almost never. There is a time and a place for non-digital marketing. It’s just not with the newer generations. It’s not even with the older generations as much anymore. Everyone and their dog is on a smartphone these days. While grandma might not be on Snapchat, there’s a good chance she’s on Facebook. Some of us even have parents with better Instagram game than we do!

Digital marketing is all about reaching potential customers where we know they will be - on digital platforms and devices.

What does user experience have to do with digital marketing?

Replace “potential customer” with “user” and you open up digital marketing to user experience (UX).

Good marketers create the right experiences for their potential customers, in order to get the purchase, subscription, share, or sign up. Good marketers are worried about the experiences their potential customers have. They are worried about the user experience.

What is user experience?

UX is a set of strategies, tools, and methodologies that make a product, service, or brand focused on the user, rather than just on the company. Why? Because, at the end of the day, it is the user that is going to have to buy, subscribe, share, or sign up. If you want them to do what you want them to do, then you are going to have to cater to them.

User experience is:
  • Knowing who your users are and what they want.
  • Knowing what they need, even if they don’t know.
  • Knowing how to reach them where they’re at.
  • Knowing how to speak their language and create the right message for them.
User experience is not:
  • Thinking about the easiest thing for your company to do.
  • Doing whatever you think the user wants.
  • Doing what you have always done before.
  • Holding the priorities of the company over the priorities of the user.

User experience and digital marketing

UX is usually something associated with website interfaces and mobile apps. However, the ideology behind user experience can be applied to any interaction your company has with your clients or potential customers.

Don’t marketers want to know exactly who their potential customers are and what they want?

Don’t marketers need to be able to find out what their potential customers need, even when those same customers don’t know it themselves?

Don’t marketers have to know where their potential customers are before they can try to reach them with their message?

And marketers absolutely have to know what “language” their potential customers are speaking so that they can craft the message that they will hear.

That’s what user experience does for digital marketing. It is undoubtedly a necessary strategy in order to make your digital marketing actually work.

Conclusion

If you want to market your product, service, or brand to your clients and potential customers, then you need to use digital marketing strategies.

And if you want to market effectively, then you need to use user experience strategies. One does not work without the other. And that’s the reality of the user in the 21st century.

About Avantica

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