Ways to Architect Messaging Experiences

Patti RennerMarketers have evolved into messaging architects. We create the foundation for the brand, building its image message by message, brick by brick, via email, mobile, social, website content and display advertising. Just as the introduction of steel girders brought about the era of the skyscraper, aligning your messaging channels into a unified approach supports the age of the customer, taking campaign effectiveness to (pardon the pun) new heights.
Things get really interesting when marketers tap into data and behaviors from one channel to inform the content and messaging of others. An example is using an individual’s online search activity and behavior on your site to inform email content. Imagine how much higher your conversions would build when send an email about blue rain boots targeting only those unique individuals who have searched the Web or your website for blue rain boots in the past 5 days. Or knowing each person who clicked-through on an SMS message, so you can serve up the appropriate home page image – one that matches the campaign they engaged on mobile. All of this is easily doable when your messaging platform natively supports robust access to data across channels to seamlessly inform more relevant, effective messaging. And if you don’t have a unified messaging platform yet, even using easily accessible data points such as birthdays or anniversary of the person’s opt-in date can be leveraged for stronger brand engagement.

As designers of customer exposure, designing the customer-brand experiences using a unified approach to your direct digital marketing, here are some tips to keep in mind.

  1. Design your messaging with the end result in mind. I talked about this last time, but design each customer touch with a specific intention. What do you hope to accomplish? Taking this one step further, design your message with content to frame up the call to action, that’s most relevant or welcomed to the person exposed to it.
  2. Create opportunities to make consumers feel special, privileged, or unique. Everybody wants to feel important and appreciated. Design your messaging to build upon that positive brand relationship, and use the data from cross-channel interaction to show that you “get” them… you understand their needs and you have a solution they’ll love.
  3. Allow for “message sprawl.” Much like big cities have blurred their city limits and gradually spread out to encompass entire regions, your marketing can have legs. Be mindful of the possible reach of your content. Offer something worth sharing – and suggest they forward to a friend or share on Facebook. Instead of taking “to” a person, consider ways to talk “through” them so your message reaches a broader base over time.
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