Noise Canceling
Market squares have always been noisy places. I don’t care if it is a bazaar in Kabul or an Amazon customer discussion group. Whenever there are buyers and sellers, it gets loud. This is a problem for marketers. Basic communications theory says that there is a transmitter (the marketer), a receiver (the buyer) and noise in between. The more noise there is the less signal (your marketing messages) that get through to the buyer. The internet has made the situation both better and worse. Good marketers can precisely target their buyers in digital media. The problem is so can lousy marketers. Your perfect solution for a buyer’s point problem will not be heard if you are one of a million inbound messages. People aggressively filter, preferring the lost opportunity of hearing your message to the alternative of not hearing everybody’s message. With so many products and services being sold non-stop … Continue reading →