Message engineering: A radical new approach to marketing


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Find out how your marketing team can deliver more - more leads, more web hits and deeper social media engagement with a brand new concept.

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Message engineering: A radical new approach to marketing

  1. 1. MESSAGE ENGINEERING… A New Approach to Marketing Author: Prayukth K V Design: Prabahar Chitraikani June 2014
  2. 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. 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. 4. Message Engineering Messaging scenarios Stable and effective messaging High degree of instability Decay Irrelevant Campaigneffectiveness Messaging entropy Case one
  5. 5. Message Engineering Messaging scenarios Sensitivity Messaging relevance Case Two Low degree of personalization Emergence of appeal Lead
  6. 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. 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. 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. 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. 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. 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. 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. 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. 14. Message Engineering For more marketing strategies and ideas…