3 lessons from the design world for marketing professionals

The product design process could be adapted to marketing to create effective campaigns for insurance agencies

Marketing

By Allie Sanchez

Consultants from Chicago-based marketing firm Clarteza say professionals can learn a few important lessons from successful design companies.

Brent Finkenbine, Katy Gajewicz, and Mag Retelewski suggested the following in a recent report:

First, market researchers need to be user immersed. More than qualitative surveys, there is a need to understand user behavior through observational methods, they said. Doing so results in campaigns that are relevant to users at the time of release. This is important because there is a danger of obsolescence in some campaigns where users no longer find them useful at the time of release.

Another consideration is repetition in the development process. Repeating prototypes of solutions allows companies to view them from different angles, thereby providing different perspectives to the problems they aim to solve. Sometimes, the authors said, the solution lies in the restatement of the problem, which could lead to the development of truly innovative marketing strategies. It also allows companies to fine-tune their products early in the process, rather than implementing changes during research validation.

Finally, marketing professionals have to relearn how they view experimental solutions. Instead of experimenting to weed out “bad” ideas or products, they must view experiments as an avenue for learning, and an outlet for creative curiosity.  

The authors said that knowing what doesn’t work is a leg up in the right direction of knowing what does.
 

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