What Does the Term "Noise" Mean in Marketing?

A good marketing campaign engages and informs potential clients, roping them in with a clear, compelling message. A bad marketing campaign buries your message in a barrage of information or "noise." To develop a powerful marketing strategy, you must get rid of distractions and clutter. This will make potential clients more likely to remember your message. There are several ways to accomplish this.

When you develop marketing information for your business, you want to communicate one central message or idea. In marketing, "noise" is anything that distracts from your message. Noise can be caused by too many messages. For example, a print advertisement can have too many images or too much text. This will make it difficult for someone to remember what you're trying to communicate. Noise can also be created when your message is too similar to those of competitors. If your client can't distinguish between products, they aren't going to buy your product.

Before you can rid your marketing of "noise," make sure you have a clear, comprehensible message. A clear message will appeal directly to your clients, avoid jargon, and present concrete ways your product or service is better than your competitors'. A clear message will also give clients a clear reason to buy your product or come to your store. For example, if you own a bakery, your message might be "come in on Sunday mornings for baked bread that is cheaper than our competition."

Once you've got your core message, cut out the distractions from your marketing. Develop a marketing approach that reaches your core audience; cut out ads or information that targets ancillary clients. Organize your marketing strategy and materials so they draw attention to your key message. In marketing, less is often more. Cut out words, phrases, and sentences that distract. Stick with one or two focal images, and make sure they remind the client of your core points. Review the copy on your marketing material. Is it grammatical? Do your sentences make sense?

Ask friends or colleagues to look over your marketing information and summarize the key messages as they understand them. What are the most important points? Look at the marketing information by your competitors. Does your information stand out? How? What are you offering that is different than everyone else?