Here is what you need to know about my second week in CXL Academy

Hello Everyone, here I am back to week number 2 of CXL academy. The first week was great, a lot of insights and knowledge. I am amazed by the value this course is providing and I couldn’t be more right about the decision I made when following this course.
There are so many great contents and gives the freedom to attend classes at our own pace. The video and sound quality are great, and they transcript audio to text if you like to take notes.
And if you like to write as I do, the scholarship they offer is just amazing, you have the opportunity to strengthen your resume and acquire knowledge for FREE!
Moving on, what a great week of knowledge, the level is getting higher, and made me realize that I need to level up my game, which I Love It because I love to be challenged.
This week lesson was about user-centric marketing, what is it and why we actually need it … I worked around 10 years in hospitality, and I genuinely thought I knew all about customer service, so funny to see how wrong I was.
Digital has changed the consumer relationship with businesses and has a tremendous impact on sales and marketing funnel. But how digital has changed our relationships with customers? Because the world is a totally different place than once it used to be and that has an impact on sales and marketing.
Today, whatever your product or service is, when someone searches online, they will see every single competitor across the entire globe.
It’s not like traditional marketing, like a tv ad or a billboard ad or a radio ad where it’s all about grabbing someone’s attention. You have already got their attention because they’ve clicked on that search results. But now you have a problem of an unprecedented level of choice.
When consumers type something into Google and they have all those results back, they need to narrow their choice. We all been in this situation, but our brain reacts so fast, so we end up dismissing options on the slightest reason.
The average human attention span is now shorter than a goldfish’s — Seriouslyyyy! A recent study found that the average human attention span has fallen from 12 seconds in 2000.
We also are a bit impatient when a website takes more than three or four seconds to load, our reaction is immediately to go back and search another website or you land in a website and all the information is so confusing that we go to another one that will explain us better. Well, that’s the world we live on right now! On the other hand, digital opened more doors for us, which means, that whatever the size of your company, or whatever the size of your marketing spends, you can now compete against all the ‘big sharks in the game’, I think that’s quite awesome!
Nowadays, we are witnessing an interesting dynamic because there are a lot of sectors being disrupted due to new arrivals in the market with different and new approaches, and even not having a huge marketing budget. Word of mouth is a great example from it, you can get into a great situation where word about a product or service spreads with a minimal investment. But there is a flip side to that as well. Digital gives a voice to Complain! Which means that we cannot afford to distance customers because they can damage our brand and quite majorly so.
Recently, I decided to accept a small project, a YouTube channel with incredible great content however not the subscribers that my client wished. Why was that marketing approach failing to utilize the full potential of digital? Well to answer that we need to understand that digital has a great characteristic about it that makes it different from other marketing channels. It is really easy to change things.
Today with digital, if you put something live and it’s not quite right, it’s not performing that well, you can change it in a matter of seconds. And that’s exactly what I did, the channel had amazing content but was lacking SEO, such has good tags (actually had none), keywords, weak titles, poor descriptions, and no interaction with the audience. In a matter of days, everything was changed and luckily my client starts seeing an increase of subscribers without even releasing new content.
Digital allows us as well to listen and respond to users, so I advise my client to spare one hour per day just to do that, is extremely valuable to give your audience a voice.
So, what’s user-centric marketing and how does it help solve these kinds of fundamental problems?
Companies use centric marketing draws on user research and user experience design. It draws on these fields and the things that were learned in these fields to bring marketing into the 21st century. It seeks to use digital tools to better understand users and their journey so that they design marketing strategy around them. It also looks at ways to validate the approach to a campaign at every step of the way. It aims to adapt campaigns once they’re launched to maximize their effectiveness. Hopefully, you will now have a clearer understanding of how digital has changed the relationship between the customer and the business. Then, of course, there’s the fact that digital is different from other channels and offers us the ability to work in different ways. Understanding the unique nature of digital and its impact helps us to understand why we need a more user-centric approach to marketing and how we need to understand our audience better.
This was my blog of that week and believe me, there is so much more quality content besides this. I hope my blog can Influence someone on taking the right decision and start learning with CXL.
See you guys next week with more content, and hopefully can help you out with some doubts you might have.

Cheers xx