…or, cutting through Consumer Fatigue and Information Overload with (Limited) Integrated Marketing
The advent of the digital age has ushered in new ways for us to be connected all the time if we so choose. The downside of this is that marketers are constantly barraging us with messages touting their products and services from a variety of sources, and the volume and proliferation of this constant advertising can be irritating to us as consumers. So what do we do? We tend to find ways to ignore, circumvent or otherwise work around these ‘intrusions’ which serves to make advertisers ever-more aggressive in their efforts to try and attract our attention. (For example, the use of the captivating image of Kate Beckinsale above…)
The Inundated Consumer
In the October 2011 issue of Direct Marketing, the concept of ‘the inundated consumer’ was discussed in the cover story about integrated marketing. The story goes on to explain how many companies produce slightly different versions of the same messaging for a variety of media – so while a consumer may have viewed a television ad only once, they may come to feel inundated after seeing a banner of the same message online. The good news is that digital marketing enables tracking consumers’ exposure to a campaign, so marketers can (and hopefully will) adjust strategies accordingly.
In another vein, a discussion in the Marketing Communications Group on LinkedIn laments that the ‘unprecedented levels of digital advertising bombardment are driving response rates through the floor.’ The discussion asks if the volume of online advertising is unsustainable, and what should be done to better balance ads with information content in an effort to approach ‘middle ground.’ (Based on the responses though, it seems like the jury is still out on this one…)
Integrated (but limited) Marketing
I know in our own outreach and branding efforts here at Snowbound Software, we try to keep in touch with our customers on their schedules’ (as best we can) via emails and account management contact (via phone) predominantly. Our now quarterly newsletter (was monthly at one time) Imaging News, has been well received by almost all of our customers and prospects (you can’t please all of the people all of the time). We make a concerted effort to provide timely and noteworthy content about our offerings, and articles featuring industry solutions – in Imaging News – as well as on both our web site and blog.
As the ole saying goes – all things in moderation – especially marketing messaging.
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