Post on 16-Jan-2015
description
MESSAGE ENGINEERING… A New Approach to Marketing
Author: Prayukth K V Design: Prabahar Chitraikani
June 2014
Message Engineering
Messaging constraints Channel
Degree of personalization
Time of delivery/receipt
Content packaging and appeal
Offers
Audience profile and relevance
Impact forecasting
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
Message Engineering
Messaging scenarios
Stable and effective messaging
High degree of instability
Decay
Irrelevant
Cam
paig
n ef
fect
iven
ess
Messaging entropy
Case one
Message Engineering
Messaging scenarios
Sens
itivi
ty
Messaging relevance
Case Two
Low degree of personalization
Emergence of appeal
Lead
Message Engineering
Messaging scenarios
Rele
vanc
e
Impact
Case Three
High degree of insensitivity
Expect a response
Expect a query
Zone of maturity
Zone of connect/understanding
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
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
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
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
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
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
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
Message Engineering
For more marketing strategies and ideas…