Use Design Thinking to Level Up Your Marketing Campaigns
Are you looking for new strategies and methods to promote your business? Here is a guide on how to use design thinking to level up your marketing campaigns.
Today's businesses mostly utilize emphatic marketing campaigns. You not only need an innovative product but also need to find creative methods to market your brand.
Design thinking is another way to boost your marketing campaigns. It is best for tackling unsolved or unknown problems in business.
Design thinking to level up your marketing campaigns is best if you are looking for new ways to stay competitive. Design thinking offers ways and methods to promote your brand and expand your reach.
In this article, you will learn how to use design thinking to level up your marketing campaigns.
Phases of Design Thinking
To take your marketing campaigns to the next level, you need to know about the phases of the design thinking process: empathize, define, ideate, and design test.
Empathy will uncover user experience for your product or service. It is the foundational marketing step for designing a process with an aim to develop a human-centric approach.
It will let you observe users and their subsequent behavior. Plus, you can track their inputs, feedback and experience. All this will help you streamline your marketing campaigns accordingly.
Furthermore, empathy will tap crucial connections between your target audience and your marketing campaign. Your marketing team should create empathy maps and user personas and consider this while categorizing the target market into segments.
The empathy stage gives you the information. Whereas the ‘define’ stage primarily deals with the insight into users’ needs and associated problems.
Your marketing team will use this information to analyze users’ problems to define the core issue.
Plus, your marketing team should assess the challenges they need to deal with when coming up with a solution for the problem. Developing a concise problem statement is an important aspect of this phase that may ensure a human-centered strategy relating to the end-user.
In other words, it’s the user who will define the problem rather than what the company will think as a problem.
Ideation will lead to improvisation and innovation in the designing methodology. This stage is about the design process with an aim to focus more on generating innovative ideas.
Therefore, the marketers should have a working and thoughtful approach to understand the user base. It's a defining stage to investigate and test the opportunity to solve users' problems.
For your marketing team, it’s the right time for better projection of the product or service. As you see, designers consider human experience during the first phase, they use empathy to ideate around creative solutions to define problems.
Finally, you have reached this stage where you have discovered the core issues and have innovative ideas to resolve them. Nonetheless, you need to decide which idea to implement or pursue. You can shortlist the plausible ideas to proceed further for production or making it part of your service line.
So you may use prototypes to define your shortlisted ideas and share them with users to get their feedback. You can also run an A/B test to determine the best solution. You may approve or work on the prototypes with maximum positive user-feedback.
This is a design test’s successful completion. This success will give an impetus to your marketing strategy, which no other tool may give. You will find this process an iterative cycle or repetitive process. In this phase, designers may go through a series of refinements, editing, and changes. Hence, design thinking will go many times through a “re-start phase” to get the best potential solution to boost your sales and generate profits.
Why Design Thinking is Important for a Successful Marketing Campaign
You may have got an idea why design thinking is so important to have tangible benefits for your business and to take your marketing campaign to the next level. It helps businesses in many ways due to various reasons.
Design thinking is an iterative process. It helps understand the users’ needs, redefines the problems, and paves ways for innovative solutions to test. Once your team identifies the problems and find solutions, you can proceed with the marketing campaign and test the best ideas i
The iterative approach will keep knowledge in question with an aim to identify alternative strategies and solutions. Hence, this process helps bolster your marketing campaign to create and test ideas quickly.
Your marketing team should look at multiple responses and feedback from end-users.
Collaboration and Teamwork
Your marketing campaigns cannot become successful until all the departments are on the same page and work as a team. Your team has to work together during the initial phase and give their inputs, and share ideas prior to launching the campaign.
When you put your idea to test and start getting users’ feedback, your marketing team should compile and address it accordingly. They should share the relevant feedback with design, sales, and other teams with an aim to amend, enhance, and change their approach.
For example, your SEO expert may observe the conversion rates are lower than expectations. Your SEO team will work in collaboration with the design team to drive more traffic. A collaborative environment will motivate all teams working together to reach the common goal, i.e., to boost sales and earn profit by running an influential marketing campaign.
Thus, design thinking will help improve collaboration amongst teams, in particular the marketing team, for exchanging views to improve tactics and strategies for a successful campaign.
On the other hand, when users will observe an improved strategy based on their feedback, they will build trust in your brand.
Provides a User Perspective
Yes, it's a designer's priority to keep a user's perspective as the focal point. They should devise a strategy for business operations and delivery considering the user perspective. This perspective helps assess the marketing campaign and its effectiveness.
Creating such spontaneous solutions that suit users define marketing seriousness. Your marketing team should get the user's perspective regularly to understand how to improve further.
Tips to Apply Design Thinking in Marketing
Here are some tips for applying design thinking in marketing campaigns.
Create a Problem Statement
A problem statement defines the issue that needs a solution. Your marketing team should initiate and address the problem statement in a professional manner.
• Get the right context of the problem (which you should know well in advance)
• Explain the precise issue the research will address (about what we should need to know?)
• Relevancy of the problem will hold the key – explain it (as why we need to know it?)
• Relevancy will set research objectives (that’s about what you do to find out?)
Always have a Human-First Approach.
All big businesses around the world have one thing in common – they know customers’ problems and the level of frustration and then offer them solutions. This is a human-first approach to know all about. This all comes through different shapes and forms from your marketing campaign.
Once you are through this and empathize with your customers, you will think differently about your product and your marketing strategy.
Use Extreme Users to Gain Insights
While extreme users are always few in numbers, you must not disregard them at any point. These are the people who may give a sensible insight into problems that other users may not offer.
By staying focused on extreme users, you may find problems and methods for solving these more obvious issues. First, you need to identify extreme users and then engage with them to know how they look at your products.
Build Cross-Functional Team
This involves assembling a marketing team with diverse portfolios and experience, and it is an essential principle of design thinking.
Creativity and design thinking combined can do wonders for your marketing campaigns.
A good design thinking team will extract user experience for empathy, creativity, and experimentation. You must work and come up with different ideas to see what may or may not work.
Incorporating feedback is essential as it tells you what your clients, customers, product buyers think about your products or services.
Your marketing team should look for ways to integrate large-scale customer feedback in the market-solution phase. They should do this continuously with prototypes and mock-ups during the process.
Linking design thinking to innovative strategy should make it easier and more impactful to incorporate feedback into your systems.
Design thinking will allow you to adapt to the new marketing trends and take your marketing campaign to a different level. It's a procedure that drives novelty by roping in new thinking, methods, and innovative breakthrough ideas. It will attract your existing and potential customers like never before.