Digital Marketing The teams that work in the area of Digital Marketing are experts in platforms, tools, data and creativity. No one disputes that they are the ones who have the clearest idea of the digital trends for next year, the new developments that Google , Amazon or any other technology company will launch in the near future, or the changes that will occur in digital channels.
But something that is not so clear
and which they sometimes forget, is that phone number database behind the screens for which they are designing an action there is always a person , with specific problems, concerns and desires. On many occasions we find impacts that are very well designed in terms of format and tool, but that are not directed at a clear audience or that when users receive them they do not fully understand them. This type of failure leads to the loss the content production process of sales, an increase in calls or messages at the different points of contact of a company or perhaps, bad publicity on various channels.
To avoid this kind of error and to promote
the improvement and success of the impacts designed by the Marketing department, it is important that the team understands the concept and the different tools of the Customer Experience discipline , losing the fear of researching and speaking directly with the people who come or could come to the brand.
As well explained in the
DesignThinking methodology, the first step to whatsapp filter solving a problem is empathy, for which it is essential to observe , ask and talk to clients.
A company that seeks continuous improvement
Digital Marketing whether by increasing the volume of purchases made by each consumer, or by getting them to buy higher-priced products/services, or by recommending us to other friends and family, needs to know the fundamental concepts of Customer Experience and understand that behind each point of contact with the company there is a person with emotions, desires, needs and specific problems . That it is not just about data, clicks or leads, but that there are real people with needs, problems, dreams and desires, who are contacting us because they want to solve them.
In order to provide the right solution
nd adapt the product, the interaction, or even the brand promise to what customers need, it is essential to know tools such as the Customer Journey (the journey that the customer makes with the company). Through it, a digital marketing team will be able to find out what kind of uses customers give to the product (or service), their expectations, what problems they may have in each interaction with the brand or product, and how they can solve or anticipate them .
