Breaking Through the Noise & Reaching Your Audience

We live in a world of increasing noise. The rise in access to the Internet (especially through the prevalence of mobile technology) has transformed the way we communicate, interact socially, and the way our economy runs. Consumers today are constantly forced to filter advertisements, communications, and information and must make split-second decisions of what they will give their attention to.

The measure of successful Integrated Marketing Communications (IMC) is found in the marketer’s ability to break through the noise and effectively reach the consumer. Emerging media platforms – including social media, websites, email, search engines, mobile technologies, videos, streaming media, and more – give professionals a toolbox of resources they can use to build engagement with their audience.

It is critical that marketing communications strategy focus on three key components:

  • Build content that adds value 
  • Connect in meaningful ways with your customers
  • Engage with your audience

This blog is dedicated to exploring best practices in new, emerging media and IMC, and will dive deeper into these points (along with other important discussion) in future blog posts. I hope you’ll join me in this exploration and discovery!

– Paul


3 thoughts on “Breaking Through the Noise & Reaching Your Audience

  1. I really enjoyed reading your blog post! Engaging with consumers is really important for bloggers to have an engaged audience that will keep coming back to read more. Responding to comments is really important too. People like to know that their comments matter and that the blogger cares about what their readers say.


  2. “What consumers want now is an emotional connection—they want to be able to connect with what’s behind the brand, what’s behind the promise,” says Kevin Roberts, CEO of Saatchi and Saatchi Advertising.

    This quote was taken from the introduction section of PBS Frontline’s “The Persuaders.” If you haven’t already seen it, I highly recommend watching this informative documentary. It’s a must see for the marketers as well as the consumer to understand how marketers need to work to “break through the clutter” of the bombardment of advertising around us. The program shows the perspective between both the advertisers and the view/consumer and really helps us to understand how to reach the audience in a more connected and ethical way.


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