{"id":685,"date":"2019-12-11T15:19:10","date_gmt":"2019-12-11T13:19:10","guid":{"rendered":"https:\/\/www.zephyrgroup.eu\/?p=685"},"modified":"2019-12-11T15:19:10","modified_gmt":"2019-12-11T13:19:10","slug":"","status":"publish","type":"post","link":"https:\/\/www.zephyrgroup.eu\/nl\/blog\/microelements-the-marketing-muscle-you-didnt-know-you-needed\/","title":{"rendered":"","raw":""},"content":{"rendered":"","protected":false,"raw":""},"excerpt":{"rendered":"","protected":false,"raw":""},"author":5,"featured_media":686,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_nl_post_content":"","_nl_post_name":"","_nl_post_excerpt":"","_nl_post_title":"","_en_post_content":"

Microelements: The Marketing Muscle You Didn\u2019t Know You Needed<\/h1>\r\n
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When people interact with brands<\/strong>, it\u2019s because\u00a0they want<\/i>\u00a0some<\/i>thing\u2014either to learn something, do something, buy something, or go somewhere.<\/strong><\/p>\r\n

A marketer\u2019s reason for being is to find out\u00a0what<\/i>\u00a0people want<\/strong> and demonstrate that\u00a0their brand can make it happen.<\/p>\r\n

We are bringing the\u00a0 attention to something that many marketers might not pay as much attention to as they should, yet it can be a vital aspect of an asset or campaign: the microelement.<\/strong><\/p>\r\n

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Digital microelements<\/strong> are details\u2014subtle animations, design, and microcopy\u2014that expand on pure functionality to help people get what they want from an interaction with a brand<\/strong>, either by making it easier, more enjoyable, or more fulfilling.<\/p>\r\n

Microelements can offer useful instruction<\/strong> or clarification. Think: a snippet of text below a form field letting you know to, please, keep your password between 9-13 characters. Or they might provide a visible feedback loop, like a button that changes color so you know your click was recorded. They might even offer accountability when something goes awry, to the tune of a self-deprecating error page to diffuse your annoyance after following a dead link.<\/p>\r\n

Microelements go beyond what people want<\/strong> from a brand interaction to deliver what they expect in addition\u2014like how you wanted that link to take you somewhere and expected some explanation for why it didn\u2019t. In fact, many UX designers say that microelements can actually change people\u2019s habits as they interact with brands, raising their expectations and inspiring marketers to continue reaching for that next rung.<\/p>\r\n

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Whether you\u2019re marketing to a prospect, serving a customer or anything in between, small-and-mighty microelements are what transform simple interactions\u2014transfers of information, actions taken, transactions completed, and moves made\u2014into true experiences. And that\u2019s music to a marketer\u2019s ear, as each experience is an opportunity to reinforce value, infuse personality, and evoke emotion.<\/strong><\/p>\r\n

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But a microelement\u2019s true magic is the ability to deliver the\u00a0un<\/i>expected<\/strong>, helping marketers reach higher still by building experiences that surprise, delight, and reward the customer\u2014even as their expectations grow.<\/p>\r\n

And they\u2019re growing. According to Gartner\u2019s latest\u00a0Customer Experience in Marketing<\/a>\u00a0survey,\u00a0 82% of B2B CMOs and 76% of their B2C counterparts expected to compete mainly on the basis of customer experience in 2019. As a marketer, you\u2019ve likely heard it said that\u00a0experience\u00a0is<\/i>\u00a0the new brand<\/strong>. So, if people interact with brands because they want something, you can bet your marketing stripes, that that \u201cthing\u201d is an experience. The good news? You\u2019ve put on some microelement muscle to help you climb to the top.<\/p>\r\n

KEY TAKEAWAYS<\/b><\/p>\r\n

\"\"\"\"<\/strong><\/p>\r\n\r\n<\/div>\r\n \r\n\r\nSource<\/em><\/a>","_en_post_name":"microelements-the-marketing-muscle-you-didnt-know-you-needed","_en_post_excerpt":"","_en_post_title":"Microelements: The Marketing Muscle You Didn\u2019t Know You Needed","edit_language":"nl","footnotes":""},"categories":[43],"tags":[9],"class_list":["post-685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing"],"_links":{"self":[{"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/posts\/685","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/comments?post=685"}],"version-history":[{"count":0,"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/posts\/685\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/media\/686"}],"wp:attachment":[{"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/media?parent=685"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/categories?post=685"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zephyrgroup.eu\/nl\/wp-json\/wp\/v2\/tags?post=685"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}