Digital Marketing and User Experience Essentials

Posted on Mar 18, 2025 in Business Management and Marketing

Digital Marketing and User Experience

Collaborative Economy: Interaction between two or more subjects, usually through digital media, satisfying needs.

Digital Marketing: The method of marketing through the internet, with resources and tools to achieve some kind of conversion. Online marketing is a form of advertising, communication, and public relations.

Characteristics:

  • Measurable: We can know visualizations, users, visits, and leads.
  • Interactivity: Greater link between the user and the network.
  • Segmented: We reach defined users.
  • Optimizable: We can determine the media to be used.
  • Cost-effective: No distribution costs.

Digital Customer Journey

The user is at the center of the action. How the consumer experience works:

  1. Every interaction creates a personal reaction.
  2. Focus on the customer.
  3. Employees fail to engage customers.
  4. Generate a good atmosphere.
  5. Commit to the customer experience.

The customer experience is a complete value proposition of the company.

Interaction Maps

  • Customer Experience Map (CEM): Analyzes and describes the general consumer experience.
  • Customer Journey Map (CJM): Analyzes and describes a specific experience in a specific context for a specific type of client.

How to create a customer journey map. Elements:

  • People (“buyer persona” maps).
  • Timeline.
  • Emotions that customers feel during their user experience.
  • Interactions.

Decision-Making Models

Archetypes were created in marketing to define the personality of a brand in connection with its consumers. An archetype builds a brand’s positioning and image, defines its communication language, defines marketing actions, and helps define content strategy.

Architecture and UX: Web Usability

Usability is defined by five components:

  • Learning capacity
  • Efficiency
  • Memorability
  • Mistakes
  • Satisfaction

UX Beginnings

  • 7 ± 2: Users only remember between 5 and 9 elements.
  • 3 Clicks: Users should find what they are looking for in less than 3 clicks.
  • 80/20: 20% of the content of the web represents 80% of traffic.
  • From A to B: Users want to go from A to B as fast as possible.
  • Accessibility: The technology must adapt to the people, and not people to technology.

UX Research Techniques

Card classification, Surveys, A/B test, Visual record, Click flow analysis, Focus Groups, Usability benchmarking, Card classification.

Application to carry out “card sorting” exercises online:

  1. Create the cards.
  2. Set up a survey.
  3. Recruit the participants.
  4. Analyze the data.

Most Common Errors

  • Internal search engines not optimized.
  • Extensive use of the same color.
  • The logo is not linked to the home page.
  • Too much information.
  • Low-quality images.
  • Loading time too long.

Designing the User Experience

  1. Strategy
  2. Goals
  3. Structure: Site map
  4. Wireframes
  5. User interface

Managing the User Experience

Contact forms: They are a key element for conversion.

  • Instructions: Clear fields so that users understand what is requested.
  • Mistakes: Support users when the information provided is not correct.
  • Support the trip: With buttons or messages that help users to do the following steps.
  • Number of fields: Only the necessary information should be requested.

SEO

  1. Track (crawling): “Process by which the Google robot discovers new and updated pages and adds them to the Google index.” The CMS (Content Management Systems), such as WordPress, have the option of indicating to search engines that a website does not want to be crawled.
  2. Index: Process by which Google registers your website in its databases.
  3. Post:
    • Relevance: Algorithm which ranks the page (0-10) based on the internet. PageRank = Authority = Quantity and quality of the links that point to a page (backlinks).
    • Popularity: Websites with more valuable information.

Top 4 Ranking Factors

  1. Content: Keywords and writing.
  2. Linkbuilding: Contents linked from other websites.
  3. Mobile versions
  4. Discharge speed: No greater than 3…or 2 seconds.

SEM

Process to win traffic to the website through the purchase of advertisements in the search engines. PPC – Pay Per Click; Paid Search Ads.

Key Elements

  1. Keywords: List of keywords to boost ads.
  2. Quality score: Index created by Google that measures the quality of our SEM campaign compared to our competitors. The three elements are: landing page, ad, and CTR (click rate).
  3. Ad Ranking: Indicates the numerical rating of our ad.
  4. The bid: The maximum price we are willing to pay for the ad to show. It will be expressed in pay per click.

Branded Content

The creation of relevant, entertaining, or interesting content generated by a brand, which is not advertising, in order to create an audience and connect with it. The content communicates values associated with the brand.

Keys

  1. Value: Entertainment or Convenience.
  2. Applicability: Small, medium, and large companies. The quality of the content matters, not the size of the company.
  3. Connection: Natural connection with consumers, non-invasive.

Factors Influencing Its Creation

  • Web 2.0: Changes the user’s relationship with brands.
  • User: Active communication – brand ambassador.
  • Engagement generates credibility.
  • Contents: A lot of new possibilities.
  • Avoid traditional advertising.

Why Do Branded Content?

Profitability, Trust, Quality, Long-term relationship.

  1. Own Media: Websites, Blogs, Social Networks.
  2. Paid Media: Traditional media.
  3. Earned Media: Through the media.

Inbound Marketing

A series of marketing techniques aimed at increasing the number of visitors registered by a certain website, blog, or profile on social networks, with the final objective of converting them into leads. Inbound marketing focuses on the creation of educational content to attract people to our website, where they can then discover what we sell by giving us their agreement.

Characteristics

  1. Contents: Web/Blog are good platforms to attract; conversion is worked.
  2. Lifecycle Marketing: Identify the time of purchase, creation, and dissemination of content adapted to the moment.
  3. Personalization: (loyalty).
  4. Presence multichannel: We are where the people are.
    • Multichannel: All the channels available for the consumer.
    • Omnichannel: All the channels available and integrated for the consumer.
  5. Integration: Contents and Context.

Objectives

  1. Control of online reputation.
  2. Capture of qualified traffic.
  3. Increase visitor loyalty, maximizing page views.
  4. Conversion of traffic to qualified leads.
  5. Conversion of qualified leads into customers or direct sales.
  6. Converting clients into promoters with which we will generate loyalty.

Lead Scoring and Nurturing

  • Lead Scoring: Consists of identifying the degree of maturity of a lead in the sales process, taking its temperature, and thereby measuring its degree of interest.
  • Lead Nurturing: Consists of the progressive sending of different emails to a group of users who have common elements to convert them into customers.

Native Advertising

Advertising that is integrated into the editorial content of the page, allowing the brand to be present in the publication (a news website, through audiovisual content, a post in a blog, etc.). Advertising that is so closely integrated into the site that customers cannot perceive that it is advertising.

Characteristics

  1. Adaptability.
  2. Affinity between ad and platform.
  3. Value added to the consumer.
  4. Visibility on any device.
  5. Innovation and Effectiveness.

Growth Hacking

A discipline that seeks, with the minimum possible expense and effort, to quickly increase the volume of users, income, or impacts of a company. The objective is to optimize the ROI of customers. The hacker uses ingenuity, software, and limits.

Characteristics

  1. Market adaptation: Works with products that are basic in order to get feedback to improve them and adjust.
  2. Acquisition of the first customers: They have to attract only those people who want to be our clients and do it in an effective, unique, and cheap way.
  3. Viralization: A product must be able to advertise itself and cause people to want to share it.
  4. Loyalty: Using their own tools or internal channels to promote themselves, always focusing on our current clients.