In study after study, customers have stressed that, regardless of the sender, they’d rather not see adverts.

Most Internet users now in the business community block pop-up ads, screen for adware, and safeguard against spam.

As businesses with products and services to sell, we’re all in the same boat: how do you get heard above the din?

A recent study in the USA found that most advertisers don’t measure the impact of their marketing budget; instead, they relegate it to a black box called “branding.”

But we can take heart. Business-to-business targets have shown they will listen – and be receptive – to a truly relevant message. The recipe for receptivity?

Don’t focus on everyone; focus -- carefully target your messages. As markets fragment, simple demographic targeting is not enough. Marketers must thoroughly understand demographic and psychographic information and seek opportunities to be truly relevant. Really get to know your customers. Stop messaging that screams “Notice me”; choose messaging that means something to your targets. Start connecting with them.

Google's approach to advertising is an excellent example. Google methodically creates systems based on relevance. Google knows that, in an age where consumers and business buyers have information so readily at hand, compelling marketing is pertinent marketing. Through being relevant to users searches, page editorial content or personal email content.

Few media outlets and brands have the trust to scan a user’s email for keywords and phrases and deliver back related advertising, but Google does. It speaks louder than words that consumers allow Google to look at their personal emails in order to get more relevant advertising. It is a testimony to that the fact that targets will listen if marketers will only take the time to be relevant.

Marketing relevancy takes a lot more effort, but the rewards are in the results.

Re-produced with kind permission of Peter DeLegge the publisher of Marketing Today.