Assessing the maturity of your organization’s messaging program
Are you able to gauge the strengths and weaknesses of your messaging program? Columnist Jose Cebrian lays out key questions to ask to help you better understand the state of your organization's messaging strategy.
In the digital marketing world, the concept of messaging largely revolves around email, SMS and push.
And no matter how far we’ve come in our messaging proficiency, there’s always room for improvement as markets and capabilities continue to evolve.
To remain at the forefront of this evolution, it’s important for you to understand and address your organization’s strengths and weaknesses. You must step back and assess your organization’s maturity in the art of messaging. Herein, I have laid out a set of key dimensions to consider in gauging the state of your messaging strategy.
The core components of a messaging program include: data capture, measurement, automation and connectivity. There are other important components that matter, such as content, landing page optimization, deliverability (in email) and so on, but they are generally well understood.
These questions of self-reflection aren’t a comprehensive list, but instead, they are meant to be provocative and make you think.