Marketing ‘noise’ is any marketing communications strategy that can get the attention of the target market to the product or service being marketed or sold. Ordinarily, there are tried and true strategies to create this attention-getting ‘noise.’ Advertising (tri-media campaign of print, radio, and television ads), promotional activities, PR/public relations that usually takes the form of press releases, and collateral materials and activities such as point-of-sale materials and special events and media hype for the product.

In the midst of several advertising campaigns for several products in competition, the advertising message that is most noticed is the honest and simple campaign. The product is the message. An honest and genuinely good product is its own advertising. No amount of advertising noise can be noticed and believable if the product or service is inherently inferior.

Another important consideration in making advertising ‘noise’ effective is to make sure that the message fits its target audience. This has a lot to do with a substantive knowledge of the target market. If the advertising is based on solid research of the target market, there is a bigger chance for the advertising or marketing message to achieve the attention of the market it is intended for.

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To really learn about direct marketing and how you can use it to better your business you should first understand what direct marketing is. According to Wikipedia, direct marketing is defined as “a sub discipline of marketing focused to driving purchases that can be attributed to a specific call to action”. This marketing discipline can include and medium that allows you to communicate directly with customers. Some examples of direct marketing include, direct mail, email, newspaper, radio, television, and of course the internet.

The main focus of any direct marketing strategy is to increase the number of customers that respond to your marketing campaign or “response rate” while also trying to decrease the cost of advertising. Increasing customer response to your advertising will accomplish two very important things. One, increase the number of sales leads generated by advertising, and two, further establish business name recognition. The ability to properly communicate with your business’s target audience is an extremely important factor in your overall business success. As you learn about direct marketing; keep in mind that persistence really does pay.

One of the most important aspects of designing a successful direct marketing campaign is in targeting your audience. Developing a marketing campaign that speaks directly to your potential customer’s wants and needs will mean the difference between creating quality sales leads for your business and utter frustration at a lack of customer responsiveness. Your study of direct marketing will be an on going process. It’s important to understand what works for you and your business, what doesn’t, and why that is. The key to success will be in continuing to try different strategies and techniques in order to perfect a particular combination of things that work well for you.