To effectively position a new marketing message (or any message for that matter), we must adopt a new communication strategy – one that meets the immediate need to launch the concept and the long-term goal of acceptance and compliance. It must be:
- Properly targeted and strategically sound
- Based on an idea that resonates with key audiences
- Reinforced in every corner of the enterprise through all channels
Regardless of the message, you must understand the audience, their natural concerns and questions as well as how they will receive the message given other workplace factors.
The payoff for the increased preparation and effort is greater adoption of the message combined with a higher degree of consistency across the enterprise. For certain messages, this can translate into higher levels of engagement and effectiveness of the Acxiom workforce.
Sustained Communication requires new tools and new channels to ensure important messages have the best chance of being heard and subsequently adopted. These tools include, but aren’t limited to:
- Interactive website where articles can be discussed (blog-style)
- Video – capture event footage, provide live-streaming of roll-out events
- Podcasts – leadership, business strategy, LOB, Market, etc.
- Microblogging and Social Media
The price is content – to keep today’s workforce engaged, there must be a sustained flow of new information through channels that lower the barriers to consume, invite conversation and raise the levels of emotional connection. Above all, it needs to be simple to the consumer, which translates to a great deal of work in strategic planning and implementation.
RISK (of not changing)
The risk of attempting to use the current communication template (e-mail and PPT decks) is a low adoption rate due to behavioral ambivalence. This template is both one-way and utilizes overused channels, which have ample evidence of their ineffectiveness.
Shake things up and stay plugged in to the trends of how people are seeking information. It isn’t just about what you want to say – you have to factor in what they want to hear because choice makes it easy to turn you off.