The 5Ws (and 1H) of Marketing Success: Adapting Messaging Strategy on the Fly

The 5Ws (and 1H) of Marketing Success: Adapting Messaging Strategy on the Fly

The device or method our target market audience uses to communicate is just one piece of the puzzle—that's the what. Indeed, how Millennials (there are 56 million of them in the workforce) communicate and receive information (text, social, voice, email) should be chief among the considerations for reaching and influencing customers. Tools and Channels For Millennials, email is a niche tool, so marketers must use it as such. Marketing messages delivered through mobile channels must take that preference into account. As marketers, we must adjust our messaging strategy to ensure our message is being delivered through the most effective means possible: How, for example, do Millennials use email? What do they use those tools and channels for—personal, work, or both? Take this factor into account: Knowing what communications device they use to receive that messaging and why they're using that tool is vital. Take this factor into account: Did the customer make that purchase using a mobile device, a computer, a telephone, the Web, or on-site? Take this factor into account: What's the most effective communication tool for the customer to receive timely and relevant personal messaging? Flip the customer journey to include the brand journey—creating an understanding of how your brand should be and is capable of engaging with the customer.

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Email isn’t going away, but don’t get too attached. Other channels and mediums may be more effective, depending on the specific situation and the audience.

We know that marketers must stay ahead of the curve by delivering the right message at the right time to the right customer in the right moment. Using the right delivery method, however, is quite another matter—it’s a constantly moving target that’s challenging to pin down.

The device or method our target market audience uses to communicate is just one piece of the puzzle—that’s the what. When they use it, where they use it, how and who they use it with, and why they use it are the bigger and more informative questions to ask.

Let’s look at email and the telephone (mobile or landline) for a moment. Both are venerable communication methods that are still relevant but no longer primary. A different, and perhaps better, case can be made for looking ahead—by combining (mixing and matching) and prioritizing marketing communication channels.

Indeed, how Millennials (there are 56 million of them in the workforce) communicate and receive information (text, social, voice, email) should be chief among the considerations for reaching and influencing customers.

Again: delivering the right message at the right time to the right customer in the right moment on the right medium is the true equation.

Tools and Channels

For Millennials, email is a niche tool, so marketers must use it as such. Mobile texting, commonly used for its immediacy, is considered by Millennials mostly for personal use. Marketing messages delivered through mobile channels must take that preference into account. Voice still has a place, but its most effective use may be as a second step—following social attention.

As marketers, we must adjust our messaging strategy to ensure our message is being delivered through the most effective means possible:

  • How, for example, do Millennials use email? (On the desktop, on mobile?) The same needs to be asked of text, social, and the mobile phone.
  • What do they use those tools and channels for—personal, work, or both?
  • Where are they when they use them—shopping,…

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