User experience (UX) will be shaped by Ai-led digital solutions in the digital marketing world.
When Qualtrics commissioned a survey in user experience (UX), it found that four in five customers in the Asia Pacific (APAC) region would immediately switch brands upon poor UX. As online engagement increases and digitalisation sweeps Southeast Asia, customers are finding more about the best brands and online platforms available for their specific needs, posing a huge challenge to marketers and their firms’ digital solutions.
Benny Chow, chief marketing officer, Firefly Photography SG, said that a firm’s UX strategy must be able to provide users with a seamless, frictionless digital experience across many channels and platforms that can be readily aligned with users’ day-to-day activities. “Today’s consumers are tech-savvy, smart, and constantly looking for instant gratification. Users now look beyond quality content, which is why UX elements such as the interface, usability, and speed hold significant weight. A brand is highly likely to lose potential business if it does not provide a seamless and pleasant UX,” added Clara
Low, marketing manager, Quorier.
Where UX meets AI
With more companies embracing artificial intelligence (AI) and robotics in their operations, marketers must be able to come up with a UX strategy that can easily adapt to the fast-paced world of digitalisation. From booking a taxi app through Siri to discovering the best restaurants through a chatbot, users in APAC, particularly in Southeast Asia, are fast seeing the growth and innovation in Ai-led digital solutions and digital marketing.
Qualtrics also found that almost half of users in Singapore and Hong Kong would be satisfied dealing with an organisation staffed by AI. Marketers have in fact gone beyond that user expectation by directing UX to be more response-based. Chow added that digital marketing will soon be all about responsiveness, wherein chatbots and platforms are not only quick to respond, but are also highly-reliable and accurate in their answers.
Furthermore, marketers must be able to understand the user experience for new products, websites, mobile apps, and prototypes. According to Foo Mao Gen, head of Southeast Asia, Qualtrics, marketers must make informed decisions by testing various aspects of product design; discover, optimise, and evaluate the genuine UX; understand each user interaction prior to conversion; and nail the design and experience early in a product’s life cycle.
“Millennials in Southeast Asia are becoming a key target demographic for marketers. They are amongst the fastest in the world to adopt mobile technologies. Crucial to a customer experience program is the ability to collect feedback from consumers through multiple mobile customer touch points. Once this feedback is collected, marketers need to be able to respond to consumers in realtime. With this generation being accustomed to the norm of instant feedback, if the brand is not responding within the same day, they may lose them to their competitors,” Foo added.
Marketers are also expected to seamlessly integrate payments in their UX strategy. Chow said that just by making payments easier through one-time pins and less “progress bars”, firms are already maximising their UX. Low of Quorier added that marketers should note that UX is also highly visual, hence they must be ready for trends such as moving graphics, typography, short clips, bold and loud content, and optimised navigation tools.
“Consumers are changing the way they research and buy products. Hence, organisations should be clear about possible obstacles, sources of motivation, or what drives satisfaction. Consistently tying journey performance, instead of one-off interactions, to actions, will help organisations deliver a more personalised customer experience that in turn will encourage loyalty and repeated purchases,” Foo added.
The connection is clear between a company’s UX strategy and its ROI. In fact, UX strategies in digital marketing have become a prerequisite for brands in order to keep up with, if not exceed, user expectations. However, marketers and their firms should not be impulsive in rolling out solutions. Foo said by performing specific UX research, marketers are able to understand, evaluate, and optimise customer experience, thereby saving time, money, and effort from developing the wrong product.
Digital marketing will soon be all about responsiveness, wherein chatbots and platforms are not only quick to respond, but are also highly-reliable and accurate in their answers.
Foo Mao Gen