DIGITAL MARKETING
Web Optimisation: UX From The Marketer’s Perspective
If there’s one thing everyone working in UX agrees on, it’s that the
heart of good user experience design is an empathy for users. This means having a deep understanding of what users want and need, coupled with an appreciation of factors that can infl uence perception and behaviours. “It’s up to everyone to contribute to user experience. So what’s my advice? Take time to consider the experience of someone consuming your marketing. Focus on the areas impacting the experience that you can improve. After all, the experience is going to happen whether you pay attention to it or not, so get involved. The more you can positively infl uence the experience for those consuming your marketing, the more successful your marketing will be as a result.”
Email: What’s New?
Email is a traditional channel and has generally stayed very similar in terms
ANDY MARSHALL
Head of UX, Rufus Leonard
of design capabilities for a long time. Last year we fi nally saw Google and Microsoft get on board with updating email clients, so it’s easier to make them as interactive as the web. Great email design improves engagement rates, customer experience, and loyalty. Hopefully that will continue to bear out at scale, as interactive design becomes more accessible. As this area develops, we’ll see marketers spend more time refi ning their strategy than creating emails, which should in turn lead to better email results.”
JENNIFER WATKISS
Head of Marketing Communications, Adestra
Mobile: Moving Away From The Desktop
Marketers need to understand how mobile fi ts into the user journey, rather
PAUL HUNTER
Marketing Manager, Liberty Marketing
than simply substitute desktop for mobile. While stats show us that mobile use has overtaken desktop, it’s important to assess how important mobile is to your end goals. Use analytics to see how mobile and desktop users diff er in terms of acquisition, behaviour and goal conversions and if this is an area you should be dedicating more time and resources to.
“If shifting people from desktop to mobile is important to your overall strategy, then utilising cross device retargeting is a great way to engage with users on mobile who have previously visited your site on desktop.”
Web Design: New Trends
2017 will see a number of brands addressing the challenges brought on by
LOUIS GEORGIOU MD,
Code Computerlove
fragmented channels and streamlining content. Some trend pundits are calling it a ‘Content Crunch’. We will see brands re-addressing which channels are the most eff ective and increasing focus on customer experience over broadcasting, streamlining content and increased niche targeting. Similarly, expect to see consumers also ‘turning down brand noise’ or even muting brands as they become tired of being shouted at and sold to within ‘their spaces’. If you don’t resonate with your target audience, you run the risk of failure.”
25 issue 30 summer 2017
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