We live in a world in which information is not only a lot, but it is also everywhere. Accessing data, articles and receiving more and more content impacts is becoming easier, simpler and more, in a way, overwhelming. Consumers often feel what is known as information fatigue (there is so much information that they want to stop receiving it and are quickly saturated with a topic or content) and even feel overwhelmed and frustrated by an excess of content that they will not be able to process . They are entombed by the offer.
In addition, the fact that there are more and more screens and that new sources of information are being accessed through them has also achieved that consumers not only access much more information but, along the way, leave behind the information that they were already receiving. The new fonts are nullifying the impact of the old ones.
All of this has a direct impact on the work and activity of brands and their actions to reach consumers. For example, the impact of the mobile phone is being brutal when it comes to making the consumer see certain content. Is mobile killing traditional advertising and especially outdoor ads? If shopping streets are losing importance in recent years due to, among other things, mobile devices, the same could be said for advertising. We no longer see the advertisements on the street because we are glued to the mobile. You just have to think about which ad is displayed at the bus stop closest to our house. Most likely, it will be hard to remember. Brands have to try harder than ever and take increasingly surprising actions if they want to reach consumers.
But the truth is that the effect of this excess of information is not only noticeable there. In reality, it shows everywhere and brands have to work to position themselves in practically every scenario. They have to be able to get attention in the middle of a context in which they have to compete with more and more things and have it much more complicated. How to do it? An eConsultancy analysis points to three ways that can help to achieve this.
Personalization and more personalization
The truth is that this point usually appears in practically all the analyzes on practically anything that implies having to reach the consumer in modern times. How do you get to connect with them right now? The key is to personalize. Why? One of the ways to stand out amid this avalanche of content and information that seems to come from practically anywhere is to offer consumers not just anything else, but what they really want to receive, something that is designed directly for them.