What Does the Term 'Noise' Mean in Marketing?

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In order for marketing to be successful, it has to rise above the “noise”. In this context, the noise in marketing meaning is anything that distracts from the intended message of the campaign. As a result, it is imperative for businesses to present clear and easily understood messages to their target audience. Otherwise, the campaign gets lost in the noise.

TL;DR (Too Long; Didn't Read)

In marketing, noise refers to anything that distracts consumers from the message.

Understanding What Marketing Noise Is in Business

There are two main kinds of noise that can distract your target audience from understanding your message. The first is all of the other messages that bombard your prospects. In today’s technologically connected world, prospects and customers receive marketing messages from many different avenues: social media, websites, text messages, phone, TV, radio, print and much more. As a result, consumers begin to tune out marketing messages as soon as they encounter them.

The second kind of noise that can detract from your message is what is contained in the marketing activity itself. For example, the font you use in your ad could make it difficult to read the text, or the brand colors may not appeal to the target audience. Similarly, the image used in the marketing campaign or the product packaging may not align with the company’s vision.

Reviewing the Effects of Noise in Advertising

Noise in marketing affects the way businesses market to their target audience. In order to reach consumers, businesses need to get to the point as quickly as possible so nothing steals away their audience’s attention.

Even though many television commercials are 30 seconds long, that does not mean advertisers can hold the viewer’s attention span for the entire 30 seconds. On average, the modern consumer’s attention span is eight seconds long. This means that businesses need to condense the message and story they want to convey into just eight seconds.

This kind of marketing requires careful research and strategy. In eight seconds, businesses need to be able to communicate:

  • What the product or service is
  • What the main benefits are
  • Who the company is
  • What makes the company unique
  • How and where the audience can make a purchase

Additionally, businesses need to carefully choose the marketing medium to ensure they are capturing the attention of the right target audience.

Avoiding Noise in Your Marketing

In order to avoid clutter in marketing for your small business and stand out above the noise, it is important to clarify your message as much as possible. Distill the benefits of the product into one or two sentences using simple words that are easily understood by your target audience.

Carefully consider the medium of the message. Many consumers trust other consumers more than advertisements, so use customer testimonials and case studies in your marketing to build trust with prospects.

Many consumers today care about the core values of an organization more than they care about the products themselves. Use your marketing campaigns to discuss your business’s core values and how they make you unique. For example, if your business sells plastic-free baby toys, discuss your business’s commitment to using sustainable materials in all your products. This is a great way to gain the attention of new prospects and to remind old prospects about your business.

Cut through the noise by not asking for a purchase. While it may seem counterintuitive, giving rather than taking is an effective way to build credibility and trust in the market. Share your expertise and knowledge first before you ask a prospect to take the next step in the customer journey. You can do this through content marketing, press releases, social media and community philanthropy.

References

About the Author

Anam Ahmed is a Toronto-based writer and editor with over a decade of experience helping small businesses and entrepreneurs reach new heights. She has experience ghostwriting and editing business books, especially those in the "For Dummies" series, in addition to writing and editing web content for the brand. Anam works as a marketing strategist and copywriter, collaborating with everyone from Fortune 500 companies to start-ups, lifestyle bloggers to professional athletes. As a small business owner herself, she is well-versed in what it takes to run and market a small business. Anam earned an M.A. from the University of Toronto and a B.A.H. from Queen's University. Learn more at www.anamahmed.ca.

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