Going Against the Grain: 7 Strategies for Cutting Through White Noise in Marketing_

Now more than ever reaching customers via tailored messaging is important. Communicating in a way that resonates with customers via opportunities, stories and images that “rise above the fray” of white noise is key in not only attracting crucial attention, but also enticing new and existing consumers to remain committed to your brand. Consumers are constantly bombarded with marketing campaigns promising to make their lives easier through nuanced products and services. Meaningful interactions can constitute the difference between a decision to buy or not, and your company succeeding or failing.

A Compelling Story

1. Develop Close and Trusting Relationships:

This begs the question of which opportunities, stories and media are the most likely to compel your target audience. What will entice your clients not only to use your goods and services, but also to brag about these to their friends and family, or share links to the same on their social media?

COVID-19 may have reduced the advent of real-life water cooler conversation, but it elevated online conversations across a range of topics. Whether your company is new or established, your goal should always be to cut through the white noise of your industry’s exosystem and create positive chatter.

COVID-19 may have reduced the advent of real-life water cooler conversation, but it elevated online conversations across a range of topics. Whether your company is new or established, your goal should always be to cut through the white noise of your industry’s exosystem and create positive chatter.

Much can be learned from the most cutting edge first movers in the marketing realm. Many will recommend Search Engine Optimization strategies, AI deliverables and social media marketing. These are impactful mechanisms for formulating and implementing a marketing strategy. However, two problems exist with using a big-data based approach alone to inform your marketing approach.

The Big Data Issues

The first issue is big data is quickly becoming a commodity product, and as such its value in informing how to stand out from your competitors with findings alone is both negligible and not exclusive. Interpreting big data-based findings accurately is quickly becoming more important than the data itself, and relevant analytics is not often a service available via companies which provide the same. Research also shows that around 50% of AI findings are cast aside by company executives and not leveraged to improve industry position.

The Competition

The second issue is if you can buy it, so can your competitors. In other words, unless the AI is based on an exclusive data set or available based on primary research, it is discoverable by your competitors and not an advantage by itself. Due to these two issues, it is increasingly relevant not only to view AI as a tool which should be leveraged only in tandem with other tools, but to use it in a tailored manner that informs your specific marketing strategy in a measurable way.

So what should you pair with specific big data findings to cut through the white noise?

Pair big data analytics with other strategies which will resonate with your target audience. These other strategies, ideally based on feedback from your customers, could include:
  1. Running games on your social media sites that rely on creative execution or use of your products with extra pointsfor tags or likes;
  2. Inviting clients to write guest blogs on your site and then sharing these blogs with other clients or industry contacts;
  3. Having a photo or video of the week posted on your website and social media account that shows before and afterperspectives on your product or service. These can be made in-house or can feature client stories;
  4. Creating a contest to elicit voice of the customer insight. This can be framed as a “silver bullet” optimizationstrategy with rewards for those consumers or employees who offer the best ideas or insights;
  5. Partnering with an up or downstream service to share customer experience information and reach a wider audience;
  6. Videoing creative or funny livestream chats or interviews with stakeholders and sharing across company platforms;
  7. Participating in or commissioning podcasts on topics about or around your product or service.

Author section

STEPHANIE GREY

Stephanie Grey is a Digital Marketing Manager overseeing search marketing for Adapt Intelligence. She has spent eight years developing and implementing campaigns in management consulting and technology services, and consultants with Charlotte small businesses on ways to attract more customers online.

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