Younger marketing professionals are driving user experience innovations

Younger marketing professionals are driving user experience innovations

Duncan is an award-winning editor with more than 20 years of experience in journalism. After starting his career in technical journalism as an editor of Arabian Computer News in Dubai, he has since edited a number of publications on technology and digital marketing, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.


Younger marketers play a leading role in driving innovation, and 50% of them say trying out new techniques and ideas to improve the user experience is a major part of their day-to-day activities, according to research by Optimizely Digital Experience Platform vendor research.

In its report on the culture of experimentation, based on a survey of 200 internal marketing executives, assistants and managers in the UK, Optimizely also points out that 50% of marketing assistants are directly responsible for improving the user experience, compared to 42% of management professionals. level.

The report reveals that younger team members are entrusted with initiating innovation and change to improve customer satisfaction, with only 14% saying they do not have the freedom to try new things and 24% saying their opinion is not appreciated by older team members.

Commenting on the findings, Kirsten Allegri Williams, CMO of Optimizely, said: “It is very encouraging to see that so many young marketing professionals in the UK are inspired to challenge established marketing practices. Experimentation is an integral part of the user experience, so introducing this way of thinking and challenging the status quo can significantly affect how brands communicate with their audiences in a positive way.

“Junior marketers are likely to shape the future of British marketing. Adopting this experimental practice will absolutely help advance their careers, along with their enthusiasm and fresh thinking. It is vital that senior team members accept this and initiate collaboration at all levels, making everyone feel heard, so that new changes based on data are implemented wherever possible. ”

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Tags: Customer Experience, Optimized



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