The lines are blurring between different styles of marketing, and even if you are not a User Experience (UX) Specialist, you will need to equip yourself with some of the basics to bring your campaign to the next level. 

We have previously discussed why marketers should know the basics of coding, now it is time to dive into UX. 

What Is UX?

Before we get ahead of ourselves, let's start with a basic definition. The word explains itself, it is the experience the end-user has on your website. It should be easy and natural. 

It is common to think that a good user experience is one that makes users happy. Not true! If happiness was our only goal, we could just throw in some Lolcats and random compliments and go home. But — although that’s not the worst universe I can imagine — your boss may not be satisfied with the results.

The goal of a UX designer is to make users effective.

Joel Marsh

Examples:

• Responsive Design: This makes it easy for users to use a variety of devices.
• Scannable: People do not cling to every word you say, they want to scan for what is relevant. 
• Design & Flow:  This needs to be appealing and natural to use. 
• Navigation: The manner in which the user navigates should be effortless. 

Practices

• User personas
• Journey maps
• A/B User Testing 

UX & Marketing 

Okay, so we just had a mini crash course in user experience, something that primarily applies to web design. You may not be a designer or a programmer, so how does this matter to you? 

The primary function of marketing is to sell to the customer, while the primary function of UX is to serve the needs of the customer. One campaign, one application, or one digital product simply cannot do both.

 Anthony Franco, HubSpot

Marketers can definitely incorporate UX theory into their practices to create a solid, sharable brand. 

Messaging

Having one solid, consistent message across a variety of platforms will make it easier for the user to swallow and remember.We know it as integrated marketing. 

Responsive Design

This is not just for websites, but your ads and emails should also be available to a variety of screens. You should be accessible across a variety of platforms. 

Social Engagement 

Use some tips from the UX pros and place calls-to-action for social media in obvious locations. Make it effortless for users to share and engage with your work. 

The Ease Of Life

One thing we know for sure is that life is not easy. While our experience with products, marketing, and digital media should be. We have dedicated teams working to ensure that your experience is effortless.

What are some of the perks of marrying off marketers with UX specialists? 

For Starters:

• It drives customer loyalty
• Creates strong advocates
• Drives sales
• Increases discovery

What are your experiences with the two? How do you incorpate them together? Let us know on Twitter!