Communicating to a mass audience is a tricky proposition, as consumers demand a
more personalized approach. Can you reach a mass audience while still insuring
that each potential consumer feels like you’re communicating directly to them?
This course offers an exploration of how data can allow marketing communicators
to customize messages to target audiences as small as a single consumer. Students
will examine how different messaging strategies impact different advertising
and marketing goals and which data can most influence potential messaging strategies.
Course Learning Outcomes
Upon successful completion of DMC 662, students will be able to:
- Demonstrate best practices in data gathering for effective message customization.
- Examine the use of transactions and triggers for use in developing call to action messaging.
- Explain customer segments, including cohorts, Prizm, VALS, and the role of other cluster systems in message development.
- Identify how to conduct meaningful and measureable message testing using control groups.
- Develop effective customized messaging.
Topics in this course include:
- Introduction to Message Customization
- Recreating the “Corner Grocer” Experience
- Data Gathering
- Transactions and Triggers
- Customer Segmentation
- Message Development
- Testing and Control Groups
The course description information above was taken directly from the syllabus of a recent section of this DMC course. While it is our intent to provide an accurate overview of the class, please note that courses are updated every term and this information is subject to change in future sections without notice.