Messaging architecture defines what a company seeks to accomplish with its products and services, defines how it will accomplish those goals and what it all means in terms of product or service quality, customer service, technological innovation cycles and corporate behaviors like transparent governance and environmental stewardship.
The emphasis of messaging architecture is on what is shared. The core message and strategies discovered through the development process must be shared on all communications channels and throughout all the business sectors an enterprise may have.
Creating a messaging architecture demands that companies review their communications objectives, define their audiences’ needs …and the relevance of their offerings to those audiences. It also demand that they refer all communications back to those foundations. It is an energetic, complex and collaborative process that results in simple, shared core messages.
In the age of MarTech, has Messaging Architecture changed?