At its most basic level, the purpose of marketing is to find out what customers want and then sell products or brands effectively using this information. A marketing strategy, in short, encourages people to buy your product or service.
In order to do so effectively, it is important to make sure that everything is unified, consistent and clear. How can you sell something to a consumer base, if you don’t know what you are selling? This is how it can seem if you haven’t sat down and defined your ‘message’ as a company.
With Unified Communications becoming more popular, it is even more important to have a clear message which is communicated to everyone. Without a message, your marketing strategy could repeatedly be successful, or lose every time.
What is messaging?
Messaging is a set of messages or key points which are agreed by the organisation, and then used to communicate something to their desired clientele. In other words, messaging refers to how a business holds itself in the public eye: what values it shows, and how it talks about itself.
What are the company objectives? Who is your target audience? What do you want to get across? Whether it is key words, phrases or ideas, think about what you want to be associated with as a brand which may make you stand out from the crowd.
Some businesses may use messaging for different reasons than others. These can be split into roughly four groups:
- Brand messaging looks at how you communicate as a company
- Corporate messaging is about what your company brings to the market
- Crisis messaging is how you will communicate in a crisis (like a scandal)
- Product messaging is about your products’ key selling points
What makes a good marketing message?
A good marketing message is clear and concise. In other words, it gets straight to the point in expressing who you are, what you do, and why you do it. The way to get a message across effectively is by making sure your target audience ‘gets the message’. You can do this by adapting how and where you advertise.
Double meaning: SMS in marketing
SMS, which stands for short message service, is just the fancy term for a text message. It is estimated that by 2021 there will be 3.8 billion smartphone users worldwide, making text message marketing a potentially fruitful marketing tool.
Most young people nowadays have their entire life on their phone, meaning they use it nearly every minute of the day. Therefore, if you want your marketing message to get across to young people, what better way to do it than to use text messaging?
SMS marketing is quick, easy and convenient. You can send the message in bulk with one press of a button, and then track who has actually interacted with the text. So, whichever definition of message you use, they are both incredibly useful to include in your marketing strategy.