11/08/2026
Everyone thinks they know marketing. But very few people think about what the customer experiences.
I received what appears to be a “blast email” from an e-wallet platform. I’m not entirely sure whether you would call it a newsletter, an instructional email, or simply a marketing communication.
To be fair, the email contained some really useful information. It had links and guides that I could save in my inbox and come back to later. It even identified itself at the bottom as coming from their Marketing Team.
But there was one thing that stood out to me:
There were too many clicks and too many information tonavigate and the layout wasn't appealing, plus it didn't look like they incorporated any branding too ensure it stuck.
I found myself clicking through different links, trying to understand where I was supposed to go and which information was actually relevant to what I needed.
And it got me thinking about marketing.
These days, everyone seems to be a marketing expert, and there is often a perception that marketing is easy.
Put up a post.
Send an email.
Run an ad.
Create a nice design.
But marketing is much more than that.
Building a brand is in the details especially in the customer journey.
Every touchpoint a customer has with your business contributes to how they experience your brand.
Your email is a touchpoint.
Your website is a touchpoint.
Your social media is a touchpoint.
Your payment process is a touchpoint.
Your customer service is a touchpoint.
And yes, every click is a touchpoint too.
If I have to click five different times to find what I need, you may have already lost me.
If your instructions are too complicated, I may give up.
If your page takes too long to load, I may leave.
If your content is too long, I may stop reading.
If I have to think too much about what to do next, I may simply decide not to do it.
This is where marketing meets psychology and customer experience.
Do you understand your customer's attention span?
Do you know where they stop reading?
Do you know where they get confused?
Do you know where they drop off?
Do you know how many clicks it takes to get them to the end goal?
Do you know what information they actually need — and what is Simply adding noise?
Because marketing isn't just about getting attention.
It's about earning attention, respecting your customer's time and making the journey as simple as possible.
Sometimes the best marketing strategy isn't adding more.
It's removing what doesn't need to be there.
If you’re wondering whether your brand, content or customer journey is making things easier for your customers or making them work too hard. Please reach out to us.
At BabyWhale Workshop, we look beyond just the post or the advertisement. We look at the bigger picture your brand, your customer, your communication and the experience connecting all of them.
Because sometimes, you don't need more marketing. You need better marketing.
