Understanding the audience drives strategic communication design.
Ultimately all audiences are individuals. To communicate effectively is to connect emotionally, beyond a purely rational presentation. In addition to the psychology of communications is today's reality that people have far less time to absorb an increasing amount of information. The flow of messages is non-stop and there is little escape. Cutting through all of the noise is increasingly a data-driven process - aligning desires at the moment of truth with responsively delivered solutions.
Analyse, aim, shoot, analyse again... We now have resources to better understand "what will motivate" and can use that data to inform our communication strategies. Market trends, conjoint analysis and web analytics can all contribute. With this understanding in hand we create strategic stories that touch hearts and minds in a more powerful way. Never let anyone tell you marketing cannot be measured. It must be measured because one thing has not changed...it's about results!
Effective communication is the product of both art and science.
Strategy, design and production management by Steven R. Hawkins, Sr. AIA, AMA