The contemporary digital age exposes consumers to unmatched levels of details, with much of it coming from brands and businesses. Today, Americans take in roughly 74 gigabytes of details every single day, the equivalent of 9 DVDs worth of information.
In todays world of multitasking and consistent streaming, companies should complete to be the dominant stream. However, this runs the risk of overwhelming currently overclocked customers at cognitive capacity who, exposed to approximately 500 different marketing messages daily, are having Brandwidth Issues.
According to the 2017 U.S. MONITOR, more than three-quarters of all Americans desire to simplify things in their lives. 60% of Centennials feel overwhelmed with the amount of information they deal with on a day-to-day basis.
The resulting paradox of option– that too lots of options leads to less choices– is an issue for organizations, and implies that despite the ever-increasing quantity of content we develop for consumers, they process and consume less and less. It likewise produces the desire for consumers to manage the amount of content they see, particularly from digital ads.
Moving From Noise To Signal
So how do we as companies get in touch with customers who deal with Brandwidth Issues? One method is to offer radical simplicity, helping consumers streamline their lives instead of contribute to the wealth of details that strains them. Product packaging and messaging that is simple, yet discovers the sweet spot in between too much and just enough information will assist companies stand out amongst the competition and win in the attention economy and avoid prospective reflexive termination of their brand names.
Another method is to avoid interruptive advertisements in favor of contextual marketing so your brand or businesses isnt connected with the “Skip Advertisement” reflex. Some brand names, like McDonalds have actually explore de-branding their marketing totally, like this area with Mindy Kaling asking people to search Google for “that location where Coke tastes so great.” All of these strategies run under the presumption that contributing to the sound isnt a sound development strategy in todays marketplace, however meaningfully connecting with consumers is still possible even in a congested environment.
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The contemporary digital age exposes customers to unmatched levels of info, with much of it coming from brand names and businesses. Today, Americans take in approximately 74 gigabytes of information every single day, the equivalent of nine DVDs worth of information. Packaging and messaging that is simple, yet discovers the sweet area between simply sufficient and too much info will help businesses stand out among the competitors and win in the attention economy and prevent possible reflexive termination of their brand names.
Another strategy is to prevent interruptive advertisements in favor of contextual advertising so your brand name or businesses isnt associated with the “Skip Ad” reflex.

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