Marketing Successfully Without Information Overload | Mann & Co. Inc.

Marketing Successfully Without Information Overload

Marketing Successfully Without Information OverloadWe all live in the knowledge economy, and it’s the Age of Technology. The 2.5 quintillion bytes of data streaming daily shouldn’t phase the average person, right? Talk about information overload, though…

A quintillion contains 18 zeros, by the way. That’s a lot of data. Daily, by the minute, that large number breaks down to:

  • YouTube viewers watching 4.15 million videos
  • More than 103 million spam emails sent
  • 456,000 tweets generated
  • Nearly 2.7 million gigabytes of online data created by Americans

Every single minute.

Consumers Feel Overwhelmed by Information Overload in Marketing

While it seems like we under-communicate with our loved ones, we over-communicate with the world. Consumers feel overwhelmed by information overload in marketing. They are constantly inundated by data and offers.

In marketing, the aim is to communicate to forward and sustain your business. Marketing agencies stress the importance of data analysis in building your branding and reaching your customers.

However, how do you penetrate all that noise to get your message out? Here are three tips to get the word out about your brand and mission without resorting to information overload.

1. Publish For Quality Over vs. Information Overload

You established your marketing plan, which has a coordinated calendar of topics, content, and communications. However, you should not publish to fill a need for quantity over quality. Don’t post just to satisfy your calendar.

Another key point: know what you end up with when your business pushes out content like its life depends on it. You end up with noise and information overload. You’ve checked yet another item off your to-do list. But where is the meaning? What is your audience getting out of watching or reading what you released?

Get to know your customer and what interests them. Go where they go, such as physical locations, internet news sites, or specific social media profiles. What are they liking and asking? Sharing and reading? When you spot an interesting trend, you can add value to it and create conversation.

2. Keep It Short and Simple

Undeniably, people are inundated with messages and only have a few seconds to process the information they receive. Information overload is real. So, your message must be short and straightforward with context-based communication. If you can’t explain what you have to say in simple terms and with brevity, then you don’t understand it, yourself.

Comprehension is one thing, but you must also optimize your message for more than SEO. Optimize it for easy consumption. Without a doubt, shorter content is more likely to be read than long-form. Consider the following tips:

• Short videos: How quickly should you tell your story in video? Write the video script to run for 90 seconds or less. Also, make sure you can cut it down for previews.
• Infographics: People like to learn and do so visually with pictures. Combine pictures with data to create something interesting and shareable.
• Scannable articles: Blog posts and other media should be scannable for the mobile reader. Limit paragraphs to five lines and divide sections into subheaders. Don’t be afraid to use conversational language intermixed with your data. Make use of bullet points as well to avoid information overload.
• Emails: Keep your emails short and sweet. Keep your news relevant and concise with a brief call to action.

3. Layer Good Content Across Multiple Channels

You hit on a sweet spot in a trending conversation. The last piece took off on social media. Don’t stop the conversation there. Instead, ask how you can keep the conversation going to engage new users. Layer good content across multiple channels.

You have an idea for a blog post, but what about a live discussion on social media? What about an ebook? How about a direct mail piece as well as a magazine interview?

Different audiences take in content in various ways and places. Even your primary target audience contains many personas. So, reach as many people as possible, and if it’s a good conversation, they will share it.

Let your message reach the audience where they are, as they are. That avoids information overload. Buyers won’t feel force-fed information, and you’ll cultivate a deeper conversation instead. You’ll convert a lead into a loyal customer and build a stronger brand.

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