The right messaging strategy to connect with your customers can take your brand to the next level of success. As businesses become more and more savvy in ensuring a product/market fit, their marketing heads are also thinking constantly about bringing about a strong message/customer fit. What does this mean?
Simply put, to be able to create enough demand in the market, a business needs to not only solve for an unmet need or a pain-point, but also be able to communicate that value effectively to the right customers, at the right time and place. Without a message/customer fit, a product/market fit can fail.
With this in mind, and with the digital revolution manifesting itself in the form of on-the-go touch points, social media, review platforms, blogs, location-based targeting etc., nudges to drive interactions with the brand have become easier. Brands can better answer questions like-
- What is the context?
- Who is the audience?
- What should trigger a message?
- Where should the target audience receive the message?
- When was the last contact made, and how intrusive is it? Is it too intrusive?
Yet, I wonder why I get emails suggesting I join an online dating service (I’ve been happily married for three years), where are marketers going wrong? We have a ton of data and access to customers, thanks to social media advertising and digital channels. Then why is it that we are still going by simple demographic and attitudinal segmentation to devise messaging?
It turns out the vast amount of data we store is not sufficient to devise well thought-through, perfectly-timed, messages that deliver the greatest impact. What is missing in this puzzle is a smart platform to churn all this data and understand your customers’ decision-making process. Enter behavioral analytics.
Behavioral analytics goes beyond the who and the what to understand the how and why behind your customers choices. In that sense, it is a forward-looking method, as it can tell you how your customers will behave in the future. With this intelligence in your arsenal, you will know which messages will resonate the most with your customers, and lead to the highest customer responses. An added layer of behavioral analytics will help you answer questions like:
- What is the value of each individual message element for my product on key parameters like:
- Motivation / Call-to-Action?
- Uniqueness / Differentiation (Clarity/Relevance)?
- What statements/claims resonate best overall with the stakeholder groups and individually with each group, why? How believable are they?
- What statements/claims will effectively address the unmet needs for my product?
- What order of statements/claims builds the most compelling story for all groups, and individually?
So, how can OSG help design the most effective communication strategy for you?
OSG Dynamo provides the methodology that can help capture whether the messages chosen (from among more than 50 messages) will help change behaviors, are unique and resonating, and will reach the largest audience.
OSG begins with a client workshop to deep-dive into historical data and identify the key messages and claims that need to be tested. This is followed by customer immersions to identify the jobs, outcomes, constraints and benefits customers seek along their journey, as also their reactions to the product and key messages and claims. Then, brainstorming sessions are conducted to identify what messages work and what don’t. Once a broad list of relevant messages is developed, OSG uses behavioral analytics to identify messages that resonate the most with your customers. Our TURF analysis (Total Unduplicated Reach and Frequency) identifies groups of messages that when combined are the most compelling to the greatest number of customers. With all this intelligence in place, OSG works with the client or their agency to build brand concepts that have the most resonance, irrespective of the channels used.
We hope this information has been interesting and valuable to you. Please, feel free to share it with colleagues and other people in your network. We welcome discussing this topic further with you and understanding your specific challenges.