We live in a world flooded by brands, emerging startups, and curious consumers, which has consequently led to exposure to an enormous amount of advertisements. India has seen an addition in the number of startups and is strengthening its position as one of the largest startup ecosystem in the world. To counter the ever-increasing competition, brands embark upon rigorous marketing activities. Henceforth, it has become necessary for brands to keep looking for newer and effective ways to cut through the clutter.
In light of this, traditional marketing methods and innovative guerilla marketing tactics emerged as the go-to approach for all marketing needs. But in recent times, digital marketing has clearly held precedence. Marketers have used and overused search engine and social media marketing, display advertising, e-mail marketing but are still hungry for newer methods of persuasion. While user experience is not a new phenomenon, marketers often tend to overlook it during devising and executing modern digital marketing strategies. The truth is user experience bridges the gap between the major marketing efforts and the product itself.
By all means, people like to access the internet for a variety of reasons: to look for answers on the Search Engine, online shopping, browsing through products, book tickets, or simply socialize. In the execution of all of these tasks, the quality of an individuals online experience makes a strong impact.
User Experience in Digital Marketing
In the process of formulating a digital marketing strategy, a marketer wants to ensure that his ads, landing pages and calls to action are relevant and lead to conversion. Marketing doesn’t include much of product creation but quite a lot of conception in terms of landing pages, email marketing campaigns, PPC campaigns, blog posts. For creating campaigns that convert, applied principles of UX such as visual grammar, language and typography, the narrative design must be used.
While interacting with end-users, the users must feel as if the email or landing page they are interacting with is personalized, instead of a chunk of clever marketing automation. The users should feel connected with the design and the overall experience. While running PPC campaigns, the landing page which is a specially designed web page whose main goal is to generate sales or capture leads should be optimized to produce desirable results. Landing Page Optimization is a subset of Conversion Rate Optimization, a UX process to convert website visitors to conversions.
This leads us to believe that UX aids in reaching the full potential of a digital marketing strategy and is pivotal to its success.
Now let us look at a few examples where UX has played an important role in the digital marketing strategy.
How Swiggy has revolutionized your food ordering experience
The Problem
Before the outset of food ordering and delivery companies like Swiggy and Zomato in India, the food ordering experience mainly consisted of calling the familiar nearby restaurant, waiting impatiently for the food to arrive, and limited options of payment. Chances are the delivery guy might be misguided and may encounter problems locating your house due to lack of GPS.
The Solution
Consequently, Swiggy was inspired by the very thought of providing a complete food ordering and delivery solution from the best neighbourhood restaurants to the urban foodie. It is all about delivering a premium ‘user experience’ by keeping the customers’ needs foundational. Swiggy operates through a desktop site, M-site and a mobile application. Swiggy promises each customer lightning fast delivery, live order tracking, diversified payment methods and exceptional customer service.