In today’s networked media environment, marketing strategists find weaknesses in linear approaches to selecting campaign tactics. Break that strategy planning process by integrating best practices from web site user experience (UX) design with storyboards and cognitive maps.
Today, most marketers end strategies with media choices and tactics (and hopefully associated measurement choices). This linear process represents a common inside-out perspective, and fails to embrace the customer/stakeholder experience.
UX design seeks to keep people engaged in a great online experience. Similarly, instead of treating customers and stakeholders like cattle, we should build marketing campaigns that inform and entertain in a comprehensive experience.