Marketers use these statements to develop materials for marketing communications such as ad slogans, advertising copy, social media posts, press releases, presentation scripts, and so forth. Messaging translates a positioning statement into a set of convincing “key message” statements. Related to positioning, messaging is an approved set of key points or messages an organization uses to communicate about something with a target audience. In marketing, the term “messaging” refers to how an organization talks about itself and the value it provides. Conversely, in the absence of a clear message, a campaign results in miss after miss after miss in terms of getting your message to your target audience-and it means wasted effort and resources. With IMC campaigns bringing together multiple communication tools and touch points, the impact of a consistent, effective message is compounded when it reaches the people you’re targeting again and again through different channels. If you, as a marketer, have not defined your message clearly, how likely is it that your target audiences will get the message you want them to hear? Answer: Not very likely. A clear, consistent message can be the difference between a phenomenally successful marketing campaign and an utter waste of time and money.
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