Information, Advertising Overload
The amount of everyday information and news available including marketing and advertising is doubling every hour. 5 years ago doubling of information happened every 2 years. What this means for business is that marketing and advertising messages must be clear, consistent, concise and backed by creditable evidence.
Customers attention is too easily lost. Vague marketing information and the clutter surrounding it can suffocate and paralyse the decision making process and therefore reduce the action of buying. If your web page is too difficult to navigate or overloaded with unnecessary junk, by the time you count to 4 your could-be customer has moved on. So what is all this chatter regarding social networking. Social media is now seen as the new way to have judgement passed and opinion validated, the new democratisation process for information. Hey you want to know what movie to watch or what is the latest fashion accessory being sold, the social media will tell you. Mass opinion and discussion will become a consideration for marketing and promotion of products including your personal credibility. This is an unprecedented dichotomy of promotion and privacy, valuable information and media clutter.
With this new “peoples” sales forum comes additional considerations for business to understand more about customer behaviour. Certain customers now look at a business’s transparency and ethics, the attitudes it displays regarding environmental, global issues or cultural sensitivities.
Targeting customers, being in-tune with buying behaviour and customers information streams has become a more complex task for marketers ,sales managers and the small business operator. Be sure for 2010 your business message is not dumped in the clutter basket of lost sales.
Rod Richards
Posted by Rod Richards on 20 Jun 2010