Search Content

WhitePapers


Oracle Magazine

Oracle Magazine contains technology strategy articles, sample code, tips, Oracle and partner news, how to articles for developers and DBAs, and more. Oracle (NASDAQ: ORCL) is the world's largest...Read More


How to Buy a Phone System

Considering a new phone system for your business? The Phone System Buyer's Guide from VoIP-News provides you with all of the information you need to make a more informed decision. The Guide helps you...Read More


Sales Force Automation Comparison Guide

Businesses of all sizes can benefit by automating all aspects of their sales processes with an SFA (Sales Force Automation) solution. But due to the sheer number of features that most SFA solutions...Read More


Which CMS Is Right For Me?

If you're wondering which CMS is the right one for your organization, this comprehensive guide will take you through the various options available, detailing the pros and cons of each. Download...Read More




View All Whitepapers

Marketing @ UX Week

Yesterday our UX Week keynote speaker, Don Norman, talked a bit about how marketers make good allies for UX professionals because of their experience working with business units. This relationship has led marketers to get savvy about positioning their projects in the context of business metrics. Don also observed that marketers are interested in supporting investments in user experience because they share in the benefits.

As a marketer, my ears perked up when I heard Don express this idea, but it may not be immediately obvious how marketers really benefit. Last night, I discussed this in more detail over dinner with a user experience consultant who is attending our conference from Singapore. We touched on two complementary ideas that connect marketers to user experience projects.

The first is that marketers and user experience professionals are both interested in consistent experiences. From a design perspective, this helps customers acclimate to the product or service environment and allows designers to rely on established interactions. For marketers, consistent experience is really about building trust, and trust is the foundation for building an emotional connection with products and services, which extends into the customers overall relationship with a brand. A strong connection in this realm represents success for marketers.

The second idea is embedded in this first and is an interesting phenomenon that highlights how the law of averages can break down when applied to experience across touchpoints. User experience isnt just about how we interact with a product or service, its about the experience a customer has with a brand across touchpoints. If a customer has a great experience at one touchpoint, but a poor experience at another, the net result may be less than the average of the two. This is an issue that Zipcar CEO Scott Griffith touched on in his keynote this morning when he talked about the importance of getting Zipcars call centers on par with the experience of being in a Zipcar.

Marketers are very conscious of this because of their work managing the marketing mix, where they have to think about breaking down silos between channels, coordinating messages, and creating a cohesive brand representation. This practice has be reinforced by increasingly integrated campaigns, and has given marketers some insight into the benefits user experience teams have to offer. Im happy to see this theme emerging at UX Week, and I look forward to having more conversations about how marketers and experience designers can work more closely together.


Related Salesforce Mobile Articles

Ubiquity


I'm writing this post sitting by the pool in Ko Samui, Thailand looking out across the bay where the locals are fishing in a flat sea from small traditional boats - I'm here for a good friend's wedding. Samui is a little island off in the gulf of...

Read more about Ubiquity...

ConceptDraw MindMap


ConceptDraw MindMap is a mind mapping and brainstorming software that you may use for capturing ideas, planning events as well taking notes in a more visual interface. It is one of the very popular mind mapping software and often rated at par with...

Read more about ConceptDraw MindMap...