Even with all the data and technology available, too many marketers still stand on their soapboxes shouting what great deals they have to offer. The problem with indiscriminately barking your message to any and all who will listen is that it’s hugely ineffective and alienates a significant portion of your audience. It’s time to accept that in this age of consumer enlightenment, companies are no longer at the center of the marketing ecosystem; customers are. This realization was just one of the reasons we developed the Marketing in the Moment (MITM) framework.
MITM is the convergence of three core tenants: Data, Timing, and Messaging. In this article, we focus on the message aspect of the equation. The message is important as it conveys the offer of your communication (which doesn’t always have to be a promotion) and represents/personifies your brand's public voice.
For Whose Benefit?
Is the message you’re sending out to make a sale or is it for the benefit of the customer? What you choose to communicate says a lot about how much you value your customers. If you’re constantly promoting sales events, new collections, or product releases, it’s no different than being six and playing “pin the tail on the donkey.” Sure, sometimes you might get lucky, but you’ll usually miss the mark.
Furthermore, how do you think it looks when (at least) one team within your organization communicates independently from the others. Does the customer now get double the messages? Worse yet, are they getting competing messages about pricing or products recommendations?
Know Thy Customer
Most people want to be recognized as an individual with their own needs and wants. We’ve already discussed the importance of timing, but equally important is the content and means of delivery. Messages should be personalized – not just in a ‘Dear Brian,’ kind of way, but based on their preferences and behaviors. If Sara bought three pairs of pants, she might not value a message about more pants as much as a message about some fashionable tops that pair well with her recent purchases. And why stop there? You can take it one step further by adding a timing component and sending her an alert when she’s near one of your stores!
The Dynamic Duo: Message and Content
Think of Message and Content as two sides of the same coin. They work together seamlessly, yet each has its distinct purpose and power.
The Message (the Catalyst): The message is the engine that drives action. It's the clear, concise, and compelling directive that tells the customer what to do next. It's personalized and timely, aligning perfectly with the customer's current needs and behaviors. Whether it's a simple "Shop Now" button or a more nuanced "Discover your personalized skincare routine," the message must be irresistible.
The Content (the Heart): Content is the foundation that builds emotional connection. It's the stories, visuals, and experiences that capture attention, resonate with the audience, and create a sense of rapport. Content can take many forms: blog posts, social media updates, videos, emails, etc. But no matter the format, the goal is to provide value, spark emotions, and ultimately, nurture a relationship with the customer.
How They Work Together
Imagine a beautiful gift box (the Content). The gift itself might be lovely, but it's the handwritten card inside (the Message) that adds a personal touch and inspires action. The message might say, "This reminded me of you," or "I hope this makes you smile." It's the message that completes the gift and turns a simple object into a meaningful gesture.
In marketing, the message is often embedded within the content, but it can also stand alone. For example, a push notification that says "Your favorite item is back in stock!" is a message that can trigger an immediate action. The content, in this case, might be the product page that the customer is directed to visit.
Below are prime examples of this messaging strategy:
Abandoned Cart Email: The content might show images of the items left in the cart and offer styling tips. The message might say, "Complete your purchase and enjoy free shipping."
Social Media Contest: The content might be a fun video or image that generates excitement. The message might encourage users to "Share this post for a chance to win!"
Personalized Product Recommendation: The content might be a selection of items curated based on the customer's browsing history. The message might say, "We thought you might like these."
Only by understanding the full picture of your customers can you deliver relevant communications with meaningful content and messaging. By focusing on delivering the right message at the right time and continuously adapting your strategy to meet the evolving needs of your customers, you can build a stronger, more authentic connection with your audience.