While market noise may be a natural response to the overflow of information consumers receive from brands, it doesn’t make dealing with it any easier. As a marketer, your first reaction is to find a solution. But what about consumers? How do they respond to noise?
Dr. Liad Weiss, assistant professor of marketing at the University of Wisconsin-Madison’s School of Business, joined us on Market With Me Quikly to shed light on how consumers make purchase decisions
When asked to explain the origin of marketing noise and how it appears in the marketplace, Weiss stated that noise results from marketers’ battle for consumer attention. In an effort to connect with consumers, brands sometimes send an influx of messages, not realizing it can be overwhelming.
“Attention, by nature, is selective, is limited, and consumers only have so much of it. The necessary condition to get consumer attention is to get consumers exposed to stuff,” Weiss said. “The exposing of consumers to different marketing materials is the noise that surrounds marketers.”
When analyzing market noise, there are two aspects to consider: the marketers’ attempt to deal with consumers’ constant exposure to different marketing materials (products, messaging, etc.) and the consumer response.
“Consumers, as they try to deal with this barrage of information coming at them from different perspectives, tend to try to select the exposure,” said Weiss.
The selection, Weiss says, is often based on what consumers find relevant.
Weiss also explained how consumers your brand has yet to acquire make decisions and what tactics brands should prioritize to combat market noise. To hear more about the consumer response to market noise, listen to the full podcast episode on Spotify or Apple Podcasts.
As the season continues, we’ll share more insight into the connection between consumer behavior and market noise. We invite marketing and consumer psychology experts to join us on the show. Let’s cut through the noise together.
