The Internet and technologies offer multiple possibilities and digital marketing strategies for businesses and consumers. However, there are aspects to consider, such as technological knowledge, usability, and accessibility. If you don’t consider them, you can make an entire job unusable or have very little return.
Therefore, one of the keys to ensuring that a digital project is successful is that it puts technology at the service of people. So how can we achieve this? The answer is to create digital marketing platforms and strategies tailored to users.
What is a user-centric digital marketing strategy?
A user-centric digital marketing strategy is specially designed to meet the customer’s diverse needs. In the same way, it seeks to help you answer your questions and guide you when performing actions on a website or application.
Of course, every company seeks to achieve its marketing objectives immediately and efficiently. However, amid that pretension, they can fall into the error of forgetting the most important thing: the user. That’s why this type of digital marketing tries to put users first and make their lives better.
Therefore, starting from this place, it is much more feasible to obtain optimal results to fulfill the objectives. The emphasis is on the understanding that it is about selling and establishing a close link with the user. As a result, you can improve brand engagement and build consumer loyalty.
Stages of User-Centric Digital Marketing Strategies
In general terms, four major stages comprise the generation, application, and maintenance of these digital marketing strategies.
Research
Initial investigations should first identify the target audience of a digital project by finding out their demographic characteristics such as age, gender, location, and others. After this, studies focus on figuring out what this group of users needs. As well as knowing what their habits and preferences are and how they relate to a platform.
User studies, through various platforms and specialized tools, to obtain this data are the key. Through these, it is possible to know the difficulties people experience when using a website, making it possible to consider the options to correct these problems. It also allows you to visualize the particularities and preferences of users.
Design of digital marketing strategies
The first step in generating a strategy is to establish medium-and long-term objectives. Then, taking all the information obtained in the previous stage, the actions to be carried out, the times, and those in charge must be defined. For example, it can be defined that the project will have a strategy on Facebook with five daily publications at specific times and that its execution will be in charge of a community manager.
Similarly, this exercise should be done for all digital channels and platforms. For this, you have to consider the contents and design of the website and social networks. Of course, taking into account that each platform has specific formats and tools for the execution of strategies, On the other hand, email campaigns should also be considered since they handle different structures and execution processes.
Evaluation of outcomes
Each digital marketing strategy must have a monitoring system of metrics related to goals. In this way, it will be possible to evaluate the effectiveness of marketing actions. In addition, if we aren’t meeting our goals, we can look at which parts of our actions aren’t working.
Similarly, web analytics makes it possible to detect user habits and behavior variations, which is essential in a digital marketing strategy based on user experience. Therefore, we can obtain the information necessary to enhance our actions or make modifications based on that data.
Continuous optimization
As technologies and projects evolve, users learn, integrate new features, and modify their preferences and schedules. That’s why web analytics tells you how and when to make changes to your strategies so that they work better for your target audience now and in the future.
Also, these changes occur at all levels and affect all areas of a project. For example,
- Web development: new devices or browsers will determine the need to make the site compatible with new systems. This will also mark the need to adapt the site to the new conditions.
- Web design: usability trends reflect new user preferences. An example of this is the infinite scroll, a practice introduced by social networks and is widely accepted today. However, it wasn’t very pleasant for those who browsed websites a few years ago.
- Digital marketing: there are always new social networks or platforms that could become popular, so they must be part of the strategy.
Conclusion
Certainly, if users can always find what they need on a website and use it smoothly, they will stay on it. That way, they will have more chances to perform conversions, such as buying, downloading files, or subscribing to a list. And so, we will ensure the success of a digital marketing project.
That is why user-oriented digital marketing strategies are an efficient way to achieve a brand’s objectives. In addition, users value finding friendly platforms that allow them to have an easy and productive journey. Therefore, platforms must be adapted to the changing needs of the users, guided by usability and accessibility.
