How to deal with marketing challenges using design thinking
Lead generation, dealing with social media and content marketing, coping with latest marketing trends and boosting ROI are some of the most common marketing challenges we face today.
To help marketers deal with these challenges in an innovative way, HubSpot columnist Allison Leeds Bucchere suggests adoption of design thinking.
Here’s how design thinking is defined:
Design Thinking is a methodology used by designers to solve complex problems, and find desirable solutions for clients. A design mindset is not problem-focused, it’s solution focused and action oriented towards creating a preferred future. Design Thinking draws upon logic, imagination, intuition, and systemic reasoning, to explore possibilities of what could be—and to create desired outcomes that benefit the end user (the customer).
Talking about how design thinking can be useful in solving marketing problems, Allison says, ”
My background is in user experience design and marketing. For most of my career, I’ve led teams in design thinking to drive business results. Along the way, I’ve seen some incredible outcomes.
Recently, I noticed that the SEO division of a company was struggling to hit its numbers for two quarters in a row. To improve this, the team needed viewers to engage with the content, find value from pages, and ultimately enter the sales funnel.
The team relied on gut instincts from years of past experience and deployed every SEO best practice in its arsenal. Still, nothing stuck. So I suggested that our design team partner closely with the SEO division to lead a concentrated session to solve the problem.
During our focused five-day session, we collaborated with our SEO cohorts to make several strategic adjustments based on design thinking exercises. Ultimately, this resulted in double-digit growth exceeding our quarterly goal”.
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