Have you ever visited a horrible website and wondered about its purpose? Have you ever been turned off by a website’s color, music, or design? Chances are the company didn’t employ message testing. Message testing for online media allows companies to understand who is reading their content and how people are reacting to it. Indeed, this tool is critical to creating a successful media campaign and strong identity online. Further, how a company markets itself online is extremely important, especially for attracting new customers, and keeping current ones, so message testing is something that all companies should consider.
Survey research can help companies understand precisely how its message is being received by users. It involves deciding on a range of different ideas for how to market a company and helps them to dwindle it down to one that best gets the message across.
Message testing can be conducted several ways, however, there are a few key goals. The first aim of message testing is to ensure that the message is sticking with users. Is it memorable? Next, message testing should help companies understand if it stands out among competitors. If the company doesn’t stand out, it then knows where it needs to improve. The third goal of message testing is to help companies decide on a message that is an accurate reflection of its vision. The message should be all encompassing and broad enough target all potential audiences. Lastly, message testing should help companies develop a message that makes customers react positively—whether it’s a call to action or a conversion of some sort (buying a product or service).
While I haven’t had the opportunity to carry out message testing research on a grand scale, I can agree that it has the potential to help companies create campaigns or an online identity that will help them accomplish their goals. I think that one company that consistently has the same strong message each time I visit its website is Apple. The message is consistent, clear, and attractive and I always leave the website wishing I could upgrade to the latest iPhone or iPad (I’d say the message is a success!).
Questions to readers:
-What website has a strong message?
-Have you carried out message testing? If so, how did it help improve your message?
-When is message testing most appropriate?