It is sometimes commonly understood that content marketing has no apparent relationship with web design, but the problem is that content and design should not only be interrelated, they should be synergistic with each other.
A good web designer needs to understand the purpose of the content offerings and a content manager needs to know extremely well what the user experience is like on the platforms on which they view their messages.
The terms UX and UI are often seen as synonyms when in fact they are different points within the same process, so they are not opposites, but go hand in hand.
You've probably wondered what each one refers to and why they are important when it comes to establishing our marketing strategy. This is especially important when we are going to hire the services of a marketing and web development agency, in order to clearly convey exactly what we want.
what is UX?
The term UX translates as "user experience". In this case it refers to what a person perceives internally and emotionally when using an interface, in short, their reaction. UX is based on a people-centred design, inspired by data that helps both users and companies to achieve their goals. The professional who performs this work must have extensive knowledge in copywriting and neuromarketing.
User experience and digital marketing are complementary elements. While digital marketing tries to study the behaviour and needs of the market and users, user experience, UX, follows the path of meeting the needs of the user or customer at an interactive and experiential level.
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Taking into account the emotions and cognitive processes of our audience in any type of marketing action is essential to attract, sell and delight customers throughout the whole process. This attraction marketing is the typical of an Inbound strategy, in which the content that is created must be closely linked to the design. So, UI and UX are allies of Inbound Marketing? This will result in a coherent and attractive user experience. On the other hand, the quality of the content must also be taken into account, as well as its design.
The user experience (UX) obtained by a user browsing our website must be the same from the different entry points, whether they access the home page, blog, form, etc. In other words, SEO and UX must go hand in hand, so that when the website is accessed from a SERP result, the experience is the same or better than the positioning. But it is no use being well positioned if the user experience does not go hand in hand, if we do not offer a quality user experience when accessing the website that is able to retain them, interact with the content and minimise distractions to lead them to where we want them to go.
what is the UI?
The UI stands for "user interface", which in a very simple way refers to what the user is going to use. Or, in other words, it is the sum of structured information, visual elements and interaction patterns that are visible to the user, allowing them to navigate and interact in the best way with a system such as our website. A good UI defines a better UX.
A UI designer is in charge of visually creating the product's interface to match the user's experience, creating interactive elements and making sure they look good on all platforms (mobile, tablet, web). This designer also works side by side with the development or product design team, providing style guides and usage patterns.
In conclusion, the professional in charge of the UI will focus on the design of the product, impacting the user's first visual impression, something that determines whether our website or application is to their liking, while the UX designer focuses on usability and ease of navigation, creating emotions and sensations.
why are they important for marketing?
Nowadays, the way of consuming, acquiring products and services has changed. It is no longer enough to offer a product to sell and sell. We have to go further. It is very important to offer the user a whole experience with our service, hence, the user experience.
Because UI and UX design is essentially focused on satisfying the user's need, it is evident how important it is for every business that seeks success.
Starting from the point of view of any business, it is fundamental to focus on satisfying a user's need in order to build brand value. Furthermore, by taking care of this aspect, reputation will grow.
It is necessary to have a specialised UI / UX design service that serves to attract new customers so that the services or products have the appropriate acceptance.
If a person browses your website or uses your applications, it is the responsibility of the group leader and UI/UX developers to adapt everything efficiently.
The best experience we can give our users is that they feel identified with our brand, that they feel it is their own. After that, our website will walk on its own.
