Whether in the experience of buying in person or online, in the design of an object, a service or a website, the user-centered approach has become a staple in the daily vocabulary of professionals. working in customer service, at all levels. It is therefore not surprising that this discourse has joined the field of marketing in the form of inbound marketing …
What is the user-centered approach?
The user-centric approach means that the user is a priority in the design process. It is therefore essential to know your different types of users in order to take them into account in your design decisions. Users have several important characteristics to take into account such as their level of motivation, their mental patterns, their objectives, their contexts, etc.
What is Inbound Marketing?
It’s about creating marketing that users love and seek. To get this kind of marketing, it is essential to take into account three essential aspects: the content, the user for whom this content is intended and its context of use. Information on these three aspects is collected through constant analysis during the entire creation process. To achieve this, a methodology must be implemented.
The Inbound Marketing methodology
It is divided into 4 main non-linear stages:
- Be found by users (attract);
- Users view and use your content (convert);
- Users use the services of the company that produced the content (close);
- Users are satisfied with the overall experience with the business (delight).
Difference between Inboung Marketing and traditional marketing
Traditional marketing (also called “Outbound Marketing” or “Push Marketing”) consists essentially of “cold calling”, announcements interrupting the user in his tasks, unsolicited emails (often SPAM), etc. As the information is pushed to the user and interrupts them in what they were doing, traditional marketing is considered to be focused on the advertiser’s need: to transmit their offer of services.
Inbound marketing, on the contrary, consists of content creation, audience education, SEO, etc. These means are different from traditional marketing, because they appear in the life of the user when they request them. So they’re user-centric.
Example of traditional marketing : A television commercial interrupts a television program to present the services of an AB travel company specializing in the organization of cruises.
Example of Inbound Marketing : The blog of an AB travel company appears when I search for “the best cruise destinations”.
A user-centered process
Since the primary objective of Inbound Marketing is to create marketing that is loved by its users, it is essential that it be relevant. It is therefore not surprising that best practices in terms of Inbound Marketing use tools similar to those of UX design, that is to say the use of personas, user journeys, content relevant and optimized, etc. The use of personas is major in Inbound Marketing because it creates typical users based on data (demographic, behavioral, motivations and objectives, etc.) and not on speculation.
In the end, Inbound Marketing is an interesting solution to ensure that the marketing strategy applied will be relevant and appreciated by your target customers.
1MIN30 (2015). “Inbound Marketing”, found on November 7, 2015 at https://www.1min30.com/inbound-marketing
BARBET, B. (2015). “Inbound Marketing: Definition and good practices”, found on November 7, 2015 at http://www.limber.io/inbound-marketing-definition-bonnes-pratiques/
DRELL, L. (2011). “Inbound Marketing vs. Outbound Marketing ”, found on November 7, 2015 at http://mashable.com/2011/10/30/inbound-outbound-marketing/#oPPVGToRzPqj
HUBSPOT (2015). “Essentials of an Effective Inbound Strategy”, found on November 7, 2015 at http://academy.hubspot.com/ic15/essentials-of-an-effective-inbound-strategy
ISO 9241-210, Ergonomics of human-system interaction, Part 210: Human-centered design for interactive systems