Business Consulting• Change Management• Digital marketing strategy• Marketing

5 Major Noises That Affect Marketing Communication

Business noises that affect marketing communication
Noise is the reason communication is often disrupted within an organization’s marketing strategy. When business operations are disrupted by noise, the marketing strategy’s effectiveness suffers as well. The following covers 5 major noises that affect business operations and how the marketing department suffers as a direct result. Without marketing efforts having a clear, unhindered path, their success rate can become at risk.

Filtering of a message can occur when various cultures and languages intertwine within an organization. Perception of messages has the ability to change from culture to culture and can create a noisy environment where communication won’t thrive. If someone new joins the team whose English (or another primarily spoken language) isn’t as prominent as others, messages can easily be misinterpreted or missed completely.

Being informed of too much information at once can easily overwhelm the receiver during the communication process. It’s much easier to break down this information in order to process it better and gain the most effective understanding. As the sender of the information, it’s important to ensure that the receiver has not only received the information but has obtained an understanding of it as well. Information overload must be avoided to keep the path of communication clear and concise.

Selective Perception

selective perception
Selective perception introduces a bias in the communication channel within an organization (Bruton). When management holds certain feelings that have an external influence on the nature of the work, such as personal feelings or certain opinions of others, the communication becomes cloudy. There is something that negatively affects the relationship and will hinder the clarity of the communication. For example, if someone in a management role becomes offended about what an employee said about their leadership style or something relating to their personal life, they may start to overreact to that employees’ shortcomings such as being late or not performing. Personal feelings take the lead when it is critical to only have the best interest of production and effective business in mind. If the marketing department is tasked with presenting the best qualities and offerings of the organization, they have to have a great relationship with their leadership. Any interference of emotions and personal clashes will damage the power of a great marketing strategy. 

2. Semantics

semantics and diversity in business
Semantics can be a very important factor in establishing clear communication within an organization. Today, there are many work environments that contain a diverse workforce. Often there are language barriers that exist with this diversity and ensuring the right words and placement needs to be in place. Without being sensitive to others’ personal religious beliefs, a feeling of resentment and lack of loyalty will exist. Leadership must appreciate the value in diversity and semantics and embrace that difference among their team. An organization that unites and works well with a multi-cultural team will be able to utilize new and strategic marketing tactics. 

3. Emotional Disconnects

emotional disconnect in business
Emotional disconnects can become present within an organization when communication is attempted at the wrong time. Periods of hardships and extreme emotional behavior stemming from the workplace or at home can cause employees to become overly sensitive and may interpret things as offensive, even when no wrong intentions are sought. It’s important to listen and pick up on employees’ emotions in order to correctly present criticism or general communication with team members. Team members on a marketing team must have a clear mind and general feeling of happiness before they can enthusiastically push the ideas, products, and/or services they offer. A happy marketing team is a productive one. 

4. Denotations & Connotations

Various words have different meanings, and often native English speakers are able to easily differentiate between them during conversation and communication. Denotations and connotations exist and can help distract those involved in communication from understanding the clear meaning. When using words that could have a different meaning, it’s imperative to use them clearly and to ensure it’s universally understood. When marketing is considered here, communication is vital. When clear and concise words and language are used, the more production and success the team will experience. 

5. Credibility

Credibility can affect communication in both a negative and positive fashion. When someone doesn’t like or trust the sender of information, it may be discarded as unuseful or fictional by the receiver. It’s important as a manager to understand the current relationship team members have and have the ability to navigate the flow of communication to ensure that the team is working together at a collectively high level. Effective communication will suffer when those involved are not trusted or respected among their peers. This is huge with the marketing strategy. Everyone involved with an effective strategy has to hold a sufficient amount of trust with one another and will demonstrate excellent communication practices. Accountability will exist and great teamwork will help to communicate to the consumers of the marketing content that the company is credible and trustworthy. The internal credibility will shine through to the external structure of the marketing efforts. 

Wrapping Up

Influential management can help employees deal with change when experiencing organizational development (OD). Also referred to as a change agent, their attitude and spirit about the change and the future of the organization will help employees trust the process from start till finish. One way to help employees deal with change is to provide it in increments. Incremental change introduces small and often unplanned changes within an organization as opposed to large changes (Bruton). Other methods such as Kurt Lewin’s phases of change model, which begins by “unfreezing” and changing the mindset of employees. It transitions to the change, which will bring a feeling of doubt to employees. The last step of the model, freeze, which reassures the intentions of the change by showing the employees it’s now the standard procedure (Bruton). Marketing is mentioned for the purposes of this article because it’s the direct channel of communication between the organization and the consumer. The link that connects the B to the C. Negative noise and bad communication within the organization directly affects that link and must be taken into consideration when analyzing the situation and formulating a solution.


Bruton, John & Lynn. Module 14: Communication. Barriers to Effective Communication. Lumen Candela, Retrieved from courses.

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Ronnie Lee Roberts II is a brand and marketing super fan and owner & operator of Roberts Consulting Firm. He writes about marketing, leadership, and business.

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