The age of exponential proportion of digital marketing – how to capitalise on CX and UX

Firstly let’s decipher the following terms: CX = consumer experience and UX = user experience.

These two terms may sound similar or rather often used interchangeable, however, in their rights they are not the same and neither should they be used interchangeably.

In marketing terms, a ‘user’ is a person who interacts with your campaign or promotion efforts. When someone visits your website that visit is called a ‘user’.

Then, there is a consumer, this is a target market/target audience. In simple terms, it means when you develop a campaign and decide on a specific target audience/market this becomes your consumer of whatever services you are marketing or promoting. 

In an event where a brand or marketer is aiming for an experiential outcome from the ‘user’, the plan and implementation should be different from that of the ‘consumer’. 

Over and above, it is important to understand and know very well the objective(s) of your marketing campaign. Also, is pivotal that you set specific measurable achievable realistic timeously (Smart) objectives. Often marketing objectives are broad (not specific) and end up ruining the entire campaign because either is unrealistic, unachievable and doesn’t have a timeline. End up running a cumbersome campaign and overall place. 

By having the right dimensions at the perfect position it’s highly possible to capitalise on CX and UX into your advantage and, knocking your objectives out of the park, splendidly.

After all, whether it is a user or consumer, the ultimate goal should always make them come back and to be your advocates, and you can only hit this by making their experience an unforgettable one. So don’t mess it up, make it worthwhile.

By Rirhandzu Shingwenyana

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