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Communications testing

Optimising cut through

Consumers have dozens of media channels intersecting with their daily lives and, within this context, people make thousands of decisions every day. Some studies say several thousand but suffice to say the number and frequency is big.

How do consumers sort through everything we see around themselves to make important decisions?

Steven Brown SVP 21 July 2023

Do fintech brands and pizza chains have the same marketing and communications challenge?  They just might. Think about it. How do customers sort through everything they see around themselves to make important decisions? They have dozens of media channels intersecting with their daily lives and, within this context, people can make thousands of decisions every day. Some studies say several thousand but suffice to say the number and frequency is big.

So that’s the environment brands are playing in and they need insight that helps them know that they are succeeding. They need to know their message will get through and land in the way they intend.  Which means it’s no longer going to work to have a Communications testing solution that’s not built for this environment. We need to go deeper in our research because brands need to go deeper. As an example and depending on the objectives of the communication, we need to know if people truly understand what brands are trying to say and what they are asking their customers to do. We need a solution that’s designed for multi/media channels and not something repurposed from evaluating TV ads.

Brand communications play a critical role in keeping customers close to the brand and getting people to respond in the way the brand intends. Any communications have a range of goals – loyalty, satisfaction, acquisition, engagement and advocacy to list a few. A smart and agile insight framework needs to take these different objectives into consideration to ensure brands can really learn how their communications are performing, as well as what might be getting in the way so they can work to improve and optimize. So whether it’s an app, an inbox, a mailbox, website, CRM engagements or even text-based outreach, brands will want to have a communications testing solution that’s been built to handle a range of objectives across a variety of both on- and off-line engagement channels.

So the answer to our first question is – yes. Whether you’re a Fintech company who needs to know how your Communications are landing, or a pizza brand trying to stand out on a customers phone and inbox to drive purchase and loyalty, you need a solution that’s designed to help you succeed in this environment.

Find out more

Download our one page overview to Communications Testing here

Download our one page overview to Savanta Essentials Communications Testing here

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To learn more about how we could help you maximise the effectiveness of your comms, please get in touch.

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