Leveraging Design Thinking of digital marketing can be very powerful if done correctly. Developing ideas is easy. Finding the right one can be a hassle. In design thinking, throwing away what you think you know and starting from scratch opens up all sorts of possibilities.
Identify your target audience and understand their needs. Communicate the benefits that match their perceived values using their language. Test your message with your customers and iterate till you get it right. Bonus points for measuring the outcome to feed into future campaigns.
Within an organization, the marketing department typically has the most understanding of their potential customers. They`ve been using market segmentation to anticipate customer reactions and conducting focus groups to validate their ideas. Both have been proven.
The challenge is ironically rooted in some of the above perks. What’s worse than not knowing your customers? Think of what you are doing when you are not doing it. Market segmentation is a tool based on data and research. However, it does not replace the Leveraging Design Thinking persona and journey map. The former defines “who” and the latter defines “method”. Triggers, motives, factors to consider when making a purchase decision, and what happens after that are all important factors in shaping the message.
The market segment provides a starting point for attracting clients for more detailed research. Given the context of the product or service you are promoting, at the end of your survey, you can split your customer segment into more personas or integrate them into fewer personas.
Identifying solutions
Leveraging Design Thinking is useful for analyzing existing projects and proposed individual solutions. Each person will practice sketching three design solutions in 15 minutes. If you have four people on your team, you’ll have 12 design solutions in just 15 minutes.
Tip of this technique: The value of this exercise is that it focuses on quantity, not quality. This requires us to go beyond obvious ideas and seek new solutions. This is where the actual innovation begins.
Campaign Redefinition
Analyze each solution and carefully vote for the best solution. In doing so, consider your experience and select the most likely campaign to redefine your campaign.
This will proceed to the implementation procedure. Care should be taken here as this step is usually completely outsourced to the agency. As a marketer, it’s important to define RACI and plan how much to outsource to external distributors. Careful selection of the right agency, not just outsourcing, is key to the success of the campaign.
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