In marketing it’s all about making connections. Products and services to messages, facts to value propositions, companies to potential customers these connections are all vital to having you marketing strategies succeed . Marketers generally assume that the messages they devise will be easily understood by customers and that they will be able to make the connection of why what we are presenting to them should matter to them. That assumption, without data to back it up, can sometimes be the death of any a marketing plan, no matter how easy you assume that the leap is to make the connection, especially if egos are involved.
Failure to make the connection can also happen when not all of the parties involved are on the same page. This happens a lot when marketing departments are ‘siloing’ their efforts. In other words, the PR (pubic relations) department has no clue what the online marketing department is doing and vice versa and they are running separate campaigns in similar venues and the messages are confusing between each channel. In these situations not only is it confusing for the customer, its damn near impossible for them to make a leap in these messages to make the connections, let alone trust that the company itself understands its own messaging.
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