Find out how your marketing team can deliver more - more leads, more web hits and deeper social media engagement with a brand new concept.

1. MESSAGE
ENGINEERING…
A New Approach to Marketing
Author: Prayukth K V
Design: Prabahar Chitraikani
June 2014

2. Message Engineering
Messaging constraints
 Channel
 Degree of personalization
 Time of delivery/receipt
 Content packaging and appeal
 Offers
 Audience profile and relevance
 Impact forecasting

3. Message Engineering
Messaging constraints
 Maximum/minimum no.of campaign elements to
ensure delivery of the chosen high level message
 Nature of messages to be sent per program
 Nature of assets to be shared
 Constraints as applicable to each campaign program
 Audience sensitivity
 Message entropy
 Combination of words needed to create maximum
impact

4. Message Engineering
Messaging scenarios
Stable and effective messaging
High degree of instability
Decay
Irrelevant
Campaigneffectiveness
Messaging entropy
Case one

5. Message Engineering
Messaging scenarios
Sensitivity
Messaging relevance
Case Two
Low degree of personalization
Emergence of appeal
Lead

6. Message Engineering
Messaging scenarios
Relevance
Impact
Case Three
High degree of insensitivity
Expect a response
Expect a query
Zone of maturity
Zone of
connect/understanding

7. Message Engineering
Message engineering
 Is a measure or a set of measures designed to increase the impact
of marketing campaigns using conventional and non-conventional
techniques through messaging
 Involves understanding the forces at play which create barriers in
deriving effective campaign messaging
 Is not restricted to methods, principles, algorithms, channels,
language, syntax or any campaign or program parameter
 Can be done manually or through an algorithm

8. Message Engineering
Why is it essential
 Helps increase the conversation/lead pipeline
 Improves campaign relevance and effectiveness
 Helps reduce wastage of marketing effort and Dollars
 Helpful across all types of marketing activities
 No more “shoot in the dark” campaigns
 Promotes targeted and relevant campaigns
 Increases the “loiter time” on your web pages

9. Message Engineering
Algorithm-based message engineering
 Involves quantifying all campaign constraints and advantages
 Core messaging is also quantified by converting the syntax into
numbers
 The algorithm generates a plot to display the zone of feasibility for
good and relevant messaging
 It also displays the fringes or best possible area or an area of
significant messaging impact potential
 Reduces influence of constraints
 The area is then studied to derive messaging with minimal role of
constraints and maximum campaign impact

10. Message Engineering
Getting the plot
Constraint one
Constraint two
Virtual constraint
Optimal Vertex
Zone of feasibility
X1
X2
X1: Regular campaign
effectiveness
X2: High impact campaign
effectiveness

11. Message Engineering
Manual message engineering
 Is a more laborious and time consuming effort
 The target segment is broken down into further homogenous groups for
this exercise
 Involves feedback loops that capture messaging impact in minute detail
 The feedback is analysed to determine key set of high impact words and
sentences
 A refined campaign based on the above is released
 The process is repeated with different segments of the target audience
(low risk, low business impact parts)
 A final and high impact campaign messaging is finally derived and
released to the preferred segment of the target audience

12. Message Engineering
Enter entropy
 Message entropy deals with the increase in randomness of
messages as they move from one step of the campaign message
propagation process to the other
 A message that is deemed ‘apt’ during a marketing brain storming
session may turn irrelevant by the time it reaches its target
audience
 This happens because of many reasons; teams involved, channels,
improper segmentation of TA, bad timing, verbose elements,
distractive offers or technical issues
 Suppose ideal message strength= 100 %and attained strength
(at the TA level)=30%; the entropy level here is 70
 Message engineering can counter entropy and reduce it to
manageable levels
 Understanding the impact of entropy on your marketing effort is
essential to increasing your lead pipeline

13. Message Engineering
I.E.,
 Just like Chinese whispers, your
core message could decay or
transmogrify as it travels across
channels and people
 The stronger your message, the
lesser the chances of it changing
its form

14. Message Engineering
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