Marketing Above the Noise

To rise above the noise, focus not on shouting louder but on creating something people genuinely want to engage with.

1. The Problem of Marketing Noise

Marketing today is filled with overwhelming clutter. Businesses often employ flashy, short-term trends that contribute to the noise rather than standing out. Customers find themselves bombarded by irrelevant ads and pop-ups, which they increasingly ignore.

Popky identifies two distinct types of noise: "marketplace noise," which refers to the external clutter from competitors and online ads, and "internal noise," which comes from disorganization or unclear messaging within a company. Both types of noise hinder communication and dilute a business's efforts to connect with its audience.

The key to cutting through this chaos is creating marketing that provides a positive experience. Instead of shouting above the fray, smart marketers study lasting principles, understand their environment, and integrate these elements into their strategies. Popky’s Dynamic Market Leverage model focuses on enduring tactics, ensuring an authentic connection with customers.

Examples

• The constant barrage of poorly written emails and pop-ups in social media feeds alienates rather than attracts users.
• Companies with messy, conflicting messaging confuse potential customers and lose opportunities.
• Long-term campaigns based on understanding customers, like Apple’s consistent focus on simplicity, create meaningful engagement.

2. Importance of a Strong Marketing Strategy

Every successful marketing operation starts with a clear strategy. Without knowing the destination, a business cannot effectively tailor its tactics to reach its goal. Defining and prioritizing objectives is foundational.

Good marketing strategy begins with understanding six essential factors: product, place, customer, price, message, and media. Having a quality product is step one. Products also need to be available where and when customers desire them. Understanding your target audience deeply allows precise targeting. Pricing should be fair and competitive while reflecting value. Messaging should distinguish your brand from competitors, and finally, using the right media ensures the message reaches the intended eyes and ears.

Popky likens marketing to climbing a chosen mountain – you need to select your goal ahead of time to avoid wasted effort. Success lies in making informed, deliberate choices in all stages of planning.

Examples

• Climbing the wrong mountain in marketing is akin to JCPenney’s failed rebranding: an unclear strategy alienated their loyal customer base.
• Apple’s focused approach ensures its customers know exactly what they’re getting—innovative, high-quality products.
• Coca-Cola’s efforts to understand customer needs, like their affordable mini cans, align price and demand.

3. Engage Customers During Product Development

Understanding customer needs is essential not only in the early design phase but throughout the entire development cycle. Receptive companies can use ongoing customer feedback to create products that truly meet expectations.

A failure to gather feedback can lead to major setbacks. Obamacare's website launch exemplifies this: broken links and operational glitches could have been avoided with beta testing and listening to early user input. On the flip side, actively involving customers makes them feel valued.

Feedback works best when it’s treated as a three-step process: acknowledge, accept, and act. First, thank the customer for their opinion. Then, study the feedback to extract useful insights. Finally, incorporate it into future actions, demonstrating that customer voices drive decisions.

Examples

• Amazon’s customer-centered approach ensures product functionality by analyzing customer suggestions and reviews.
• Netflix uses customer viewing patterns to recommend shows and even create new series.
• Beta-testing video games based on user experience helps developers correct bugs before the official release.

4. Welcome Feedback and Learn from Complaints

Embracing customer complaints often leads to valuable improvements. While complaints may be hard to hear, they come from customers who care enough to share criticism rather than walk away.

Businesses should make it easy for customers to voice complaints, demonstrating receptivity and readiness to act. Providing platforms and responding promptly can turn a disgruntled customer into a loyal advocate.

Ignoring customer complaints, on the other hand, results in lost opportunities to improve both the customer experience and the products or services themselves.

Examples

• Many airlines now use Twitter for real-time responses to customer issues, enhancing their reputation for quality service.
• Zappos has built a loyal customer base through exemplary customer care, often solving complaints with no questions asked.
• Starbucks’ feedback forums allow customers to discuss store improvements, from new drink ideas to better seating arrangements.

5. Value Your Brand's Reputation

Your brand is your company’s identity, and it takes years to build but can crumble overnight. Protecting that identity requires consistency in messaging and decisions that align with your values.

JCPenney’s attempt to overhaul its brand backfired dramatically, driving away core customers who no longer identified with the company. By contrast, businesses like CVS and Whole Foods reinforce their reputations with actions that resonate with their missions and values, like CVS’s decision to stop selling tobacco products.

Building a strong brand means knowing who you are, staying consistent, and aligning actions with values to earn trust over time.

Examples

• Whole Foods’ non-GMO policy matches its mission of natural wellness.
• Nike's ethos of athletic excellence is underscored by endorsements with elite athletes.
• Coca-Cola maintains brand trust through messaging centered on happiness and tradition.

6. Use Creative Tactics to Reach Customers

Content that informs and excites customers cuts through noise effectively. Providing useful, reliable information increases trust and visibility.

For instance, Zillow thrived during a tough real estate period by offering free, high-quality housing reports. Providing free products or services, such as LinkedIn's basic account option, builds awareness and allows customers to experience the value of offerings.

Using creative and helpful tactics establishes deeper customer loyalty and sets your organization apart.

Examples

• Zillow built credibility through unbiased housing reports.
• Spotify’s free tier hooks listeners who later upgrade for premium features.
• Dropbox leveraged free storage space promotions to grow its base.

7. Align Sales and Marketing Teams

Marketing and sales often misunderstand each other, despite sharing a common goal. Promoting collaboration between these departments improves operational efficiency and customer relations.

Inviting marketing staff to attend sales calls and including sales reps in campaign planning can strengthen understanding. It also shows both teams how they rely on and enhance each other’s work.

Effective cohesion between these departments minimizes internal conflicts and significantly improves the customer’s experience.

Examples

• Aligning sales and marketing teams allowed HubSpot to synchronize customer acquisition efforts.
• Salesforce harmonizes their departments by having shared metrics of success.
• Colgate teams align to ensure product promotions meet sales quotas.

8. Leverage Big Data Wisely

Collecting massive data on customers is only effective if it’s accurately analyzed and applied. Understanding customer behavior allows businesses to predict needs and offer personalized service.

Amazon’s recommendations using algorithms are a perfect example, often delivering results that customers didn’t realize they wanted. Conversely, Xbox initially struggled with data until they shifted focus to gamer behavior to refine their subscription offerings.

Appropriate application of data transforms businesses and creates rich customer experiences.

Examples

• Amazon’s automatic reorders simplify purchases based on previous habits.
• Netflix uses algorithms to curate specialized viewing lists unique to individuals.
• Spotify’s “Discover Weekly” playlists use music patterns for custom recommendations.

9. Empower Employees as Brand Ambassadors

Employees are invaluable marketers for your business. Happy, engaged workers create better customer experiences, while disengaged staff can sour interactions.

Businesses should actively build a positive workplace culture and involve employees in the brand mission. Empowering employees with creative input enriches both marketing campaigns and customer perception.

When treated well, employees naturally embody the brand’s values, enhancing both customer loyalty and workplace excellence.

Examples

• Starbucks’ baristas are trained to create personalized third-place experiences for customers.
• Google fosters innovation by offering employees “20% time” for personal creative projects.
• Patagonia’s eco-conscious culture empowers employees passionate about sustainability.

Takeaways

1. Actively seek and value customer complaints to improve your business and strengthen relationships.
2. Ensure all employees understand and embody your brand's values to positively influence customer interactions.
3. Focus marketing resources on creating useful, engaging content that customers genuinely value and trust.