Messaging consistency can take on many forms, all of which can play a role in greater marketing success.
A survey of 200 marketing and sales leaders showed that 0% saw complete consistency in their company’s messaging across the customer conversation continuum. In another study, only 3% percent of respondents said that their company used a repeatable process when creating content, messages and tools across the enterprise.
Marketing automation, web analytics, mobile marketing, social media and other initiatives have rocked the world of CMOs and marketing professionals across the globe. This, in and of itself, is no revelation. But the fact is, marketing executives have let technology and channels sway them from foundational strategies that drive marketing success. This recent article: “The Upside Down CMO: How Our Marketing Priorities Got Out of Whack” deals with this topic and addresses the following questions:
CRAFTING A MESSAGE FOR THE ONLINE READER.
The superabundance of information online has permanently altered the manner in which people learn, as well as the speed at which information is processed. Marketers using the internet must adapt accordingly or risk having their message overlooked or ignored.
Learning from the masters.
In order to make progress, it sometimes helps to refer to the past. In business, we turn to our company founders to remind us of the principles of our organization. We can also take a nostalgic look back at marketing icons to remind us of the basics of effective communication.
Post time: the marketing trifecta.
On Saturday the world will watch “the fastest two minutes in sports” as thoroughbred horses race to the finish line in the 2012 Kentucky Derby. While race fans place bets in hopes of a trifecta, what’s working behind the scenes is a marketing trifecta—email, social media and mobile marketing.
