In 2022, digital marketing is the way for many businesses, but many ignore UX design and its usefulness in marketing strategies. Without a doubt, digital marketing is essential for the growth of many businesses, especially now that all the companies and organizations are making their way online.
So the importance of digital marketing today cannot be over-emphasized; however, many digital marketers ignore the relevance of UX design in their marketing strategies.
Ignoring UX design could cause problems in their marketing as they may not see a good return on their investments (ROI). Their conversion rates would also be affected significantly.
UX design is the difference-maker in digital marketing because anyone can create and launch an advertising campaign.
However, very few can incorporate UX design into their advertising campaigns. Generally, marketing aims to get your customer to engage with your brand and spend as much time as possible engaging with your products or services.
That is the entire purpose of UX. Studies show that simply including UX design in your marketing strategy could increase your conversion rate by four hundred percent when utilized correctly.
That’s more than a hundred percent of your ROI (return on investment) just by adding UX designs to your marketing strategy and using them in your advertising campaigns.
So, where do the lines cross? Where does UX design meet DIgital marketing, and what role does UX have in digital marketing? Before diving deeper, let’s look at what Digital marketing is and also find out what UX is.
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What is digital marketing?
Digital marketing can be seen as simply marketing to customers using mobile devices such as mobile phones, laptops, tablets, and more using mediums like social media platforms such as Facebook and Instagram and other means of online communication such as E-mail.
Digital marketing aims to target potential clients that make use of mobile devices.
These users are reached through the various social media and online communication platforms that offer advertising opportunities to businesses.
These platforms provide an interface that marketers can use to create and design advertising campaigns which are then launched to create awareness for brands, messages (content), products, or services offered.
Digital or online marketig has many advantages invaluable to businesses that properly utilize digital marketing. One of these advantages is that it provides a significant reach advantage.
TAn improved reach advantage means the company could reach as many customers as possible. Another advantage is that your business also has the chance to be viewed by multiple investors looking to make investments.
The company gains exposure more than it usually would and would even have the potential to go viral given favorable circumstances.
These are just a few advantages digital marketing could provide to your small business, company, or organization.
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What is UX?
UX, which is short for user experience, is simply a term attached to strategies, design tools, and sometimes policies that are all aimed at the users or the customers and not at improving the products or services offered by an organization.
What is UX design?
UX design is simply a design process that aims to create an environment or system that provides the users with the best experience possible.
User experience is more active than passive. It is a business’s way of seeking to make a connection to the customer on a much deeper level than just standard customer service.
Customer service is more about answering inquiries and complaints or solving customer problems, but with a user experience, it’s more than that.
To put this into perspective, Imagine a brand or a business that you always refer back to when you need something that has to do with a product or service.
If you observe this business, you will notice that it provides you with something much deeper than just a product or service, whether online or offline.
It may be the high-level convenience they offer, the quality of their service, how they send you complimentary gifts, or how the online platform they offer personalizes their web pages to match your preferences.
All these extra features that make you feel special and appreciated are part of the UX design implemented by the business.
User experience or UX can be physical and could also be digital, but in most cases, it is often viewed as a digital concept.
Generally, user experience is all about the customer and ensuring that their experience with the business, from inquiry to purchase to delivery, can not be easily replicated by any brand or competitor.
This is why when user experience is combined with digital marketing, and the results are mind-blowing.
The difference between digital marketing and UX design
Digital marketing is more revenue-oriented than it is consumer-oriented. It involves the creation of strategies and campaigns that lead to customer acquisition and revenue generation from the customers that are acquired.
UX design is more concerned with the customer and their experience with the company. It is all about providing the customer the best possible experience that would almost certainly ensure they return repeatedly.
Reasons why UX design is vital for digital marketing
- It improves advertising conversion rates
- Improved search engine ranking
- Overall customer satisfaction
- Improved marketing ROI
- Improved mobile experience
Many digital marketers ignore the importance of UX design in their advertising campaigns because they are ignorant of its significance or do not know how to integrate UX design into their strategies.
The problem is that more users are beginning to favor advertising campaigns offering the best user experiences because the more user-friendly.
It is, the more convenient the shopping experience is. Here are five reasons why UX design is essential for digital marketing.
It improves advertising conversion rates.
This point applies to digital marketing campaigns that are sales oriented because they are interested in conversions; they are not only interested in generating leads.
They are also interested in converting those leads into paying customers.
Creating advertising campaigns without integrating UX design would ultimately lead to low conversion rates.
This is because, without UX design, the entire user experience would be subpar. The best advertising campaigns are those that put themselves in their customers’ shoes and optimize their campaigns based on that.
The marketing campaigns should provide the customers with all the information necessary to make them comfortable purchasing the products or services.
The introduction of UX designs achieves that purpose entirely because it focuses on engaging the users and gives them all the information required to purchase.
It also goes a step further by making the entire shopping process, from the discovery of the product to the purchase and delivery, as convenient as possible, ultimately improving the conversion rates of your advertising campaigns.
Improved search engine ranking
Many business websites fail to rank higher on search engines like google because there is no proper UX design used in their websites or advertising campaigns.
Users spend less time on websites without an engaging Ux design integrated on these websites and quickly move on to more attractive options.
Automatically, the search engine algorithms would promote the sites that are more engaging and can keep users online for as long as possible.
They do this because these search engine companies are looking to promote sites with immense marketing potential, which could be a significant revenue stream.
Including UX designs in your advertising campaigns also helps improve your search engine ranking overall because when the user experience is excellent in your adverts.
It would be given top priority by all the search engines and social media platforms. Sometimes, it may even transcend the platforms where you originally intended to have these adverts.
For example, if your marketing team initially designed your advert for Facebook, but the UX is engaging, the digital marketing platforms would take your adverts to other affiliated platforms.
You are essentially free marketing because you get more value for your money.
Overall customer satisfaction
Studies show that around 70% of users leave websites that do not meet their expectations. These studies mean that a lot of companies are losing money on a daily basis simply because of poor user experiences or the lack of it.
Therefore, customer satisfaction should be one of the top priorities for many businesses, and having an engaging user experience aids in ensuring that customers are satisfied.
Happy customers breed profitable businesses. When your customers are satisfied with your business, you are guaranteed loyalty.
Happiness from a customer’s perspective comes from a comfortable and engaging experience with your business.
You can improve your overall customer satisfaction by including UX design in your advertising and your business. When you can offer an exciting user experience,
the customers will be satisfied. They would also be willing to pay a premium for your products or services.
Including UX design also helps you build a deep connection with your customers.
It aids in building better relationships with your customers, which leads to many benefits. For example, your business would be set apart from your competitors because you make the extra effort to keep your customers.
This extra step that you take can not be easily replicated by your competitors, giving you that edge over your competitors.
Proper utilization of UX design also improves the general reputation of your business. UX design is helpful because when your customers are happy with their experience doing business with your company,
they would be inclined to; leave good reviews for your business and refer your company to their friends and family members. It is also free marketing,
but in this case, you are leveraging simply your customer experience or UX designs to initiate the process.
Improved Marketing ROI
Many businesses struggle to improve their ROI when they use digital marketing.
They pay attention to other aspects of their marketing, like copywriting and target market descriptions. All these factors are essential; however,
the inclusion of UX design is the glue that bonds all other aspects of marketing together because UX is more customer-oriented.
The Inclusion of UX designs in your marketing would help you improve your return on investment with regard to your marketing budgets.
It works because customers are more likely to purchase your products or services when they can engage with your brand as soon as they see your adverts.
For example, movie producers such as Netflix always strive to make the trailers of their movies as engaging as possible to their viewers.
These trailers serve as adverts for the film they are about to release. It builds a sense of anticipation and excitement in the eyes of the viewers
. They are always eager to see the movies when they are released. This process is all part of UX design.
It would be best if you also created your advertising strategies and campaigns with this intent. They should be able to complete the same sense of anticipation and excitement in the eyes of your target audience
. This process can be achieved by simply incorporating UX designs into your advertising to make them as engaging as possible.
Your designs should include some information about your business and the problem your product or service solves for your target audience.
However, you should convey the information in a format that suits your customers perfectly.
Improved mobile experience
Digital marketing involves targeting customers that use mobile devices such as mobile phones, tablets, and more.
These users all possess devices that all have unique screen sizes and resolutions. All these factors need to be taken into account when you are creating your digital marketing strategies.
You would need to combine digital marketing and UX design. It would be best if you connected them because UX focuses on customer experience and optimizing designs specifically for the users.
Your user experience design takes into account all the different screen dimensions and optimizes your plan to provide the best user experiences for each of their devices.
Also, with an increase in media consumption of about 500% since the early 2000s, more users are now preferring to use mobile devices over desktops
. Mobile devices are now a part of our everyday lives. Some major day-to-day activities are now done using the mobile phone, like shopping, booking appointments, and more.
Over 60% of searches on the internet are made using mobile phones. Users are more likely to log off from apps or websites not optimized for their phones.
If your business does not offer an optimized website or mobile application, you would be losing money regarding your advert conversion rates. Your brand reputation would also be at stake.
This is why UX can not be overlooked in your marketing strategies and online presence.