Message engineering: A radical new approach to marketing
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The document discusses 'message engineering' as a method to enhance the impact of marketing campaigns by addressing messaging constraints, personalizing content, and forecasting effectiveness. It emphasizes the importance of understanding and managing message entropy, which can dilute campaign messages as they propagate. The document also outlines both algorithm-based and manual approaches to refine messaging for better audience engagement and campaign success.
Message engineering: A radical new approach to marketing
- 1. MESSAGE ENGINEERING… A New Approach to Marketing Author: Prayukth K V Design: Prabahar Chitraikani June 2014
- 2. Message Engineering Messaging constraints Channel Degree of personalization Time of delivery/receipt Content packaging and appeal Offers Audience profile and relevance Impact forecasting
- 3. Message Engineering Messaging constraints Maximum/minimum no.of campaign elements to ensure delivery of the chosen high level message Nature of messages to be sent per program Nature of assets to be shared Constraints as applicable to each campaign program Audience sensitivity Message entropy Combination of words needed to create maximum impact
- 4. Message Engineering Messaging scenarios Stable and effective messaging High degree of instability Decay Irrelevant Campaigneffectiveness Messaging entropy Case one
- 5. Message Engineering Messaging scenarios Sensitivity Messaging relevance Case Two Low degree of personalization Emergence of appeal Lead
- 6. Message Engineering Messaging scenarios Relevance Impact Case Three High degree of insensitivity Expect a response Expect a query Zone of maturity Zone of connect/understanding
- 7. Message Engineering Message engineering Is a measure or a set of measures designed to increase the impact of marketing campaigns using conventional and non-conventional techniques through messaging Involves understanding the forces at play which create barriers in deriving effective campaign messaging Is not restricted to methods, principles, algorithms, channels, language, syntax or any campaign or program parameter Can be done manually or through an algorithm
- 8. Message Engineering Why is it essential Helps increase the conversation/lead pipeline Improves campaign relevance and effectiveness Helps reduce wastage of marketing effort and Dollars Helpful across all types of marketing activities No more “shoot in the dark” campaigns Promotes targeted and relevant campaigns Increases the “loiter time” on your web pages
- 9. Message Engineering Algorithm-based message engineering Involves quantifying all campaign constraints and advantages Core messaging is also quantified by converting the syntax into numbers The algorithm generates a plot to display the zone of feasibility for good and relevant messaging It also displays the fringes or best possible area or an area of significant messaging impact potential Reduces influence of constraints The area is then studied to derive messaging with minimal role of constraints and maximum campaign impact
- 10. Message Engineering Getting the plot Constraint one Constraint two Virtual constraint Optimal Vertex Zone of feasibility X1 X2 X1: Regular campaign effectiveness X2: High impact campaign effectiveness
- 11. Message Engineering Manual message engineering Is a more laborious and time consuming effort The target segment is broken down into further homogenous groups for this exercise Involves feedback loops that capture messaging impact in minute detail The feedback is analysed to determine key set of high impact words and sentences A refined campaign based on the above is released The process is repeated with different segments of the target audience (low risk, low business impact parts) A final and high impact campaign messaging is finally derived and released to the preferred segment of the target audience
- 12. Message Engineering Enter entropy Message entropy deals with the increase in randomness of messages as they move from one step of the campaign message propagation process to the other A message that is deemed ‘apt’ during a marketing brain storming session may turn irrelevant by the time it reaches its target audience This happens because of many reasons; teams involved, channels, improper segmentation of TA, bad timing, verbose elements, distractive offers or technical issues Suppose ideal message strength= 100 %and attained strength (at the TA level)=30%; the entropy level here is 70 Message engineering can counter entropy and reduce it to manageable levels Understanding the impact of entropy on your marketing effort is essential to increasing your lead pipeline
- 13. Message Engineering I.E., Just like Chinese whispers, your core message could decay or transmogrify as it travels across channels and people The stronger your message, the lesser the chances of it changing its form
- 14. Message Engineering For more marketing strategies and ideas…