how can marketers cut through noise
Noise is anything that serves to’ interfere or distort the effectiveness of the message in the communication process’ (Lancaster, Essential of marketing management). There are four types of noise (Murdock, Ehow): There is also noise in intercultural communication. For effective communication in an intercultural interaction, marketers should use common languages in their communication process and avoid using slangs (Nordquist,n.d)
In order to cut through noise, advertisers can adopt a range of strategies. A critical and one of the most important strategies in breaking through the noise and delivering the right message to the right customer is through consistency. No matter what marketing channel advertisers adopt, it is vital that advertisers provide customers with organised, relevant and consistent communications to reinforce the message into the consumer minds (Hopson, Global industry solutions, n.d).
Another very important strategy for effective communication and reducing noise is by the sender knowing who the target audience is and the purpose of the communication. What marketers must remember is that communication is useless if the audience don’t understand the message, hence marketers need to simplify their message and use keywords. Not only so, but appropriate media is necessary to reach the intended audience (Malm, Sunday Magazine, n.d) while a feedback system is also needed to monitor audience response to reduce or counteract noise in the system (Lancaster, 2010)
Most importantly, in order to cut through noise, marketers need to show creativity in their advertisements. Creativity grabs consumer attention and it has been noted by a study performed by the interactive advertising board that the more interactive and animated the advertisement, the more engaging, innovative and memorable it is (IAB, n.d). The interactive AVIS car rental advertisement in 2012 was so successful that 50% of people surveyed by Starch Digital said that had interacted with
In order to cut through noise, advertisers can adopt a range of strategies. A critical and one of the most important strategies in breaking through the noise and delivering the right message to the right customer is through consistency. No matter what marketing channel advertisers adopt, it is vital that advertisers provide customers with organised, relevant and consistent communications to reinforce the message into the consumer minds (Hopson, Global industry solutions, n.d).
Another very important strategy for effective communication and reducing noise is by the sender knowing who the target audience is and the purpose of the communication. What marketers must remember is that communication is useless if the audience don’t understand the message, hence marketers need to simplify their message and use keywords. Not only so, but appropriate media is necessary to reach the intended audience (Malm, Sunday Magazine, n.d) while a feedback system is also needed to monitor audience response to reduce or counteract noise in the system (Lancaster, 2010)
Most importantly, in order to cut through noise, marketers need to show creativity in their advertisements. Creativity grabs consumer attention and it has been noted by a study performed by the interactive advertising board that the more interactive and animated the advertisement, the more engaging, innovative and memorable it is (IAB, n.d). The interactive AVIS car rental advertisement in 2012 was so successful that 50% of people surveyed by Starch Digital said that had interacted with