Tuesday, October 23, 2007

Marketing Isn't a Dirty Word

Marketing is part of UX ...

"Think you’re not into marketing? Think again. As UX professionals, we share much in common with our close cousins, the marketers. We all seek to understand customers—needs, preferences, behaviors, attitudes, and more. We all seek to create positive touchpoints with customers and, in turn, a positive affiliation with our product or company brand. We all know the importance of communicating effectively with customers and evaluating the performance of our work.

In fact, the worlds of user experience and marketing are colliding as companies increasingly

* interact with customers through various channels and media—Web, email, mobile, phone, store, print, and so on—for everything from purchasing to customer service
* engage customers through a range of Web sites—traditional brochure Web sites, social networking sites, personal portals, search sites, partner Web sites, RSS feeds, and so on
* seek long-term relationships with their customers

More and more, if we’re creating content for the Web or any interactive channel, we’re dealing with marketing issues.
Three Useful Concepts

Though these worlds are colliding, many UX professionals shy away from marketing. In many ways, who can blame them? We’ve all observed customers ignoring banner ads and becoming annoyed and confused by pop-up ads. We’ve read rants by usability pioneers about the negative impacts of ads on Web design. Indeed, we’ve seen attempts at applying a traditional broadcast model of marketing to the Web fail.

But good marketing is more than just ads—a whole lot more. Several marketing concepts complement the goals of user experience:

* integrated marketing communications
* relationship marketing
* customer relationship management

Integrated Marketing Communications

What do I mean by integrated marketing communications? According to the American Marketing Association, integrated marketing communications require a planning process that ensures all brand contacts a customer or prospect receives for a product, service, or organization are “relevant to that person and consistent over time.” For example:

* A TV or print ad refers to a Web page or site that has a similar look and message and offers more information. For example, Figures 1 and 2 show the TV ad and Web page for the iPhone, which have a consistent look and message.
* A branded email message links to a Web page with a similar message and look.
* A customer who has just signed up for a service receives a welcome email with relevant information for new customers."    (Continued via UXmatters)    [Usability Resources]

iPhone TV Ad - Usability, User Interface Design

iPhone TV Ad


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