Initially, it may seem that pairing marketers with a UX design team might make for an odd couple. The end goal of marketers is to convince individuals to purchase your goods or services. UX teams, on the other hand, aim to provide the greatest possible digital user experience—increasing sales is merely an added benefit.
This dialectic might seem to create a natural conflict of interest, but in truth, having both parties work together can help you develop a more effective marketing strategy and empower your customers simultaneously. Here are three ways that pairing these two groups can drive profitability in your business:
1. Break Down Departmental Silos
Marketing departments often struggle with siloed teams working on different campaigns. This can obscure the overall view of the company’s marketing efforts, leading to miscommunication, lack of direction, and poor productivity. To address these challenges, UX design teams can design an inclusive and intuitive intranet or application tailored for the marketing department.
This can increase communication and collaboration across the various teams, providing a holistic view of all marketing initiatives. By breaking down silos and improving cross-team coordination, the marketing department can operate more efficiently and effectively.
2. Educate Marketers About Their Buyers
Successful marketing campaigns require a profound understanding of the potential of customers’ needs and desires. User experience teams can help marketers achieve this in several ways. Through user testing, UX teams can regularly provide actionable feedback, enabling marketers to fine-tune campaigns for maximum impact. Additionally, data collection is a valuable tool for learning about buyers.
However, sorting and analyzing large data sets can be time-consuming and expensive. Marketers can leverage their data to generate more accurate insights by developing customized automation software. Ultimately, UX teams and data-driven insights are key to understanding and serving the target audience, which is essential for the success of any marketing campaign.
3. Unify Multi-Channel Campaigns
Enterprises often use multiple marketing channels simultaneously to reach a broader audience. While marketers may be skilled in crafting messages to optimize the results of each channel, they may struggle to unify those channels, making it difficult for potential customers to move seamlessly from email to mobile app, social media, and ultimately to the sales team.
The UX design team can help apply best design practices to enable users to navigate across channels effortlessly. This approach ensures the highest level of convenience and inclusivity, ultimately enhancing the overall appeal of the marketing campaign.
Even if your marketing department seems to be firing on all cylinders, there may be room for growth. Check out some of the ways UpTop’s UX design services have helped drive profitability for our clients.
