Marketing Messaging: What it is, why it's important, how to ...

Aug. 06, 2024

Marketing Messaging: What it is, why it's important, how to ...

Overarching messaging communicates the core messages of your brand &#; it communicates the key differentiated value that you bring to your target audience, and it&#;s what your team should beat the drum on over and over again. Conversely, audience-specific, or targeted messaging, zooms in and addresses the unique needs, pain points, and aspirations of different segments of your market. Not sure what differentiates your company or solutions for each audience? You might benefit from value mapping take our quiz to find out.

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Example:

For example, let&#;s say you&#;re a health technology company, focused on delivering technologies that streamline and ease health journeys for a wide range of patients, while maintaining a warm and approachable brand so that customers feel comfortable and safe reaching out to customer support teams. Your overarching message might be: "Easing Your Health Journey with Compassionate Innovation."

This message captures the essence of a healthcare company focused on using technology to improve patient outcomes and experiences without adding additional stress or complexity. It speaks to a broad audience by emphasizing "easing" the journey and "compassion" in innovation, which are values that tend to be universally sought after by several market segments in the healthcare industry. More specifically, the message is designed to resonate with both tech-savvy individuals and those less familiar with technology, highlighting the benefits of innovation in a way that's accessible and reassuring to all patients.

Let&#;s say your target audience tends to be split between tech-savvy, younger adults, and tech-wary older adults. For tech-savvy millennials, targeted messaging might delve into the specifics of the technology, showcasing apps, wearables, or online platforms that empower patients with data and connectivity. For less tech-savvy audiences, like some aging populations, the communication could focus on the ease of use, personal support, and the tangible health benefits of the technology, ensuring the message is relevant and comforting to those who might be wary of new tech.

Electronic and marketing

What kinds of electronic marketing are covered?

PECR cover marketing by , fax, , text or any other type of &#;electronic mail&#;.

There are different rules for live calls, automated calls, faxes, and electronic mail (this includes emails or texts).

PECR marketing provisions do not apply to other types of marketing, such as mailshots or online advertising. However, you must always still comply with the Data Protection Act and the UK GDPR; and if your online advertising uses cookies or similar technologies, the provisions about cookies may apply.

When is marketing &#;solicited&#; and when is it &#;unsolicited&#;?

Most of the rules in PECR only apply to unsolicited marketing messages. They do not restrict solicited marketing.

Put simply, a solicited message is one that is actively requested. So if someone specifically asks you to send them some information, you can do so without worrying about PECR (although you must still say who you are, display your number when making calls, and provide a contact address).

An unsolicited message is any message that has not been specifically requested. So even if the customer has &#;opted in&#; to receiving marketing from you, it still counts as unsolicited marketing. An opt-in means the customer agrees to future messages (and is likely to mean that the marketing complies with PECR). But this is not the same as someone specifically contacting you to ask for particular information.

This does not make all unsolicited marketing unlawful. You can still send unsolicited marketing messages &#; as long as you comply with PECR.

What counts as consent?

You will often need a person&#;s consent before you can send them a marketing message. If you do need consent, then &#; to be valid &#; consent must be knowingly and freely given, clear and specific. It must cover both your particular organisation and the type of communication you want to use (eg call, automated call, fax, , text). It must involve some form of very clear positive action &#; for example, ticking a box, clicking an icon, or sending an &#; and the person must fully understand that they are giving you consent. You cannot show consent if you only provide information about marketing as part of a privacy policy that is hard to find, difficult to understand, or rarely read.

The clearest way to obtain consent is to ask the customer to tick an opt-in box confirming they are happy to receive your marketing calls, faxes, texts or emails.

You should keep clear records of what a person has consented to, and when and how you got this consent, so that you can demonstrate compliance in the event of a complaint.

For more Message Notification Service for Improving Marketing Effectivenessinformation, please contact us. We will provide professional answers.

You should be very careful when relying on consent obtained indirectly (consent originally given to a third party). You must make checks to ensure that the consent is valid and specifically identifies you. Generic consent covering any third party is not enough.

Remember that the customer is entitled to withdraw their consent at any time. You must make it easy for people to withdraw consent, and tell them how.

What is the difference between &#;opt in&#; and &#;opt out&#;?

&#;Opt in&#; means a person has to take a specific positive step (eg tick a box, send an , or click a button) to say they want marketing. &#;Opt out&#; means a person must take a positive step to refuse or unsubscribe from marketing.

Some organisations provide opt-in boxes that are automatically pre-ticked. However, the UK GDPR is clear that pre-ticked boxes do not give valid consent.

You must use an &#;affirmative&#; method of getting consent. We recommend you use unticked opt-in boxes wherever possible.

Do the rules apply to business-to-business marketing

Yes, but there are different rules for marketing to companies and marketing to individuals (which includes sole traders and some partnerships). In general, the rules on marketing to companies are not as strict.

For more information, see our separate guidance on business-to-business marketing.

What rules apply to
international marketing campaigns?

If you are sending messages to countries outside the UK, you must also comply with their laws. Currently, EU countries have very similar laws to ours, based on the e-privacy Directive. Some of them are stricter than the UK regulations, especially for marketing to companies.

We cannot offer guidance on the law of other countries. You will need to seek your own legal advice if you wish to carry out an international marketing campaign.

What if we pay someone else to do our marketing?

You are both responsible for complying with PECR. Even if someone else actually makes the calls or sends the messages, you are still responsible, as you are &#;instigating&#; those calls or messages. If we needed to take enforcement action, we would usually take it against you as the instigator. In some cases we might consider taking action against a specialist subcontractor as well if they deliberately or persistently ignored the rules.

You should make sure you have a written contract that sets out your contractor&#;s responsibilities. You may also want to ask your contractor to indemnify you (protect you against loss) for any breach of PECR. If they break the law and expose you to enforcement action (and reputational damage with customers), you may then be able to seek legal advice about taking action for breach of contract. However, an indemnity is not a substitute for proper checks of your contractor &#; remember it is still your name and reputation at stake.

Having a written contract with your contractor ties in with your contract obligations under the UK GDPR. See our separate Guide to the UK GDPR for more information on contracts.

Marketing Messaging: What it is, why it's important, how to ...