Organizations may create messaging for different purposes. Corporate messaging communicates about the purpose and value a company provides to the market. Messaging documents are a blueprint for what all the other materials–and people–should communicate. Marketers use these statements to develop materials for marketing communications such as ad slogans, advertising copy, social media posts, press releases, presentation scripts, and so forth. Messaging translates a positioning statement into a set of convincing “key message” statements. Related to positioning, messaging is an approved set of key points or messages an organization uses to communicate about something with a target audience. In marketing, the term “messaging” refers to how an organization talks about itself and the value it provides. Conversely, in the absence of a clear message, a campaign results in miss after miss after miss in terms of getting your message to your target audience-and it means wasted effort and resources. With IMC campaigns bringing together multiple communication tools and touch points, the impact of a consistent, effective message is compounded when it reaches the people you’re targeting again and again through different channels.
If you, as a marketer, have not defined your message clearly, how likely is it that your target audiences will get the message you want them to hear? Answer: Not very likely. A clear, consistent message can be the difference between a phenomenally successful marketing campaign and an utter waste of time and money.
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