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BizReport : Advertising archives : March 06, 2016

Expert: How to create consistent messaging

As easy as it is for customers to find content, and as many targeting options there are for brands, creating consistent messaging continues to be a challenge for many. One expert weighs in on how to create consistent messaging that is also relevant to consumers.

by Kristina Knight

"[Consistent messaging] is really about finding a balance between brand integrity and consistency (corporate brand control) with local market flexibility," said Peggy Chen, Vice President of Marketing, SDL. "This necessarily entails knowing local target audiences, a fundamental marketing concept, and pairing with operational processes and supporting technology. It is about creating global 'way of working' that takes into account everyone from corporate marketing to local, content creators to translators and most importantly, that this content is distributed to the right channels."

They key, suggests Chen, is individual relevance, which hinges on using customer data in the right ways.

"As a customer becomes known, everything from their location, language preferences, purchase preferences, channel preferences, past buying behavior, payment preferences and individual data can create a more relevant customer experience. Organizations increasingly recognize the benefit of using this information responsibly to really improve the way that they interact with customers on their websites, in email and even on specific devices. The key is operationalize this process so that the organization can react effectively, efficiently and cost-effectively to the valuable information their customers provide," said Chen.

Image via Shutterstock

Tags: advertising, advertising content, advertising trends, SDL

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