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The 5Ws (and 1H) of Marketing Success: Adapting Messaging Strategy on the Fly

by Curtis Thornhill  |  
July 30, 2018
  |  2,224 views

Email isn't going away, but don't get too attached. Other channels and mediums may be more effective, depending on the specific situation and the audience.

We know that marketers must stay ahead of the curve by delivering the right message at the right time to the right customer in the right moment. Using the right delivery method, however, is quite another matter—it's a constantly moving target that's challenging to pin down.

The device or method our target market audience uses to communicate is just one piece of the puzzle—that's the what. When they use it, where they use it, how and who they use it with, and why they use it are the bigger and more informative questions to ask.

Let's look at email and the telephone (mobile or landline) for a moment. Both are venerable communication methods that are still relevant but no longer primary. A different, and perhaps better, case can be made for looking ahead—by combining (mixing and matching) and prioritizing marketing communication channels.

Indeed, how Millennials (there are 56 million of them in the workforce) communicate and receive information (text, social, voice, email) should be chief among the considerations for reaching and influencing customers.


Again: delivering the right message at the right time to the right customer in the right moment on the right medium is the true equation.

Tools and Channels

For Millennials, email is a niche tool, so marketers must use it as such. Mobile texting, commonly used for its immediacy, is considered by Millennials mostly for personal use. Marketing messages delivered through mobile channels must take that preference into account. Voice still has a place, but its most effective use may be as a second step—following social attention.


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Curtis Thornhill is the founder and CEO of Apt Marketing Solutions, which offers expertise in marketing science to help businesses connect with customers in more efficient and meaningful ways.

LinkedIn: Curtis Thornhill

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  • by Alison Mon Jul 30, 2018 via web

    Thanks for the great tips! Having a plan in place is so important, but adaptability is just as integral to ensuring the success of any digital marketing campaign. Great content as always! Keep up the great work!

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