Information, news, entertainment, blogs, tweets, podcasts, videos…the amount and kinds created is increasing exponentially it seems. I often wonder when our society will reach its breaking point, the point at which we collectively begin to shut down and fight back the onslaught of data.
Of course, as a marketer, I’m continually trying to find better ways to break through the clutter and reach consumers in new and surprising ways without annoying the people I’m trying to reach.
The best marketing is surprising, valued, welcomed and consumer-initiated. That’s why social marketing and digital marketing are my focus.
As a consumer I find myself becoming more and more critical of the news, information and entertainment that occupies my time. I create filters, barriers, hurdles, etc. to control the flow of data into my world. This kind of service is certainly a HUGE opportunity for entrepreneurs looking to capitalize on the flood of information in our world and help consumers organize and filter the flood into digestible and valuable bits.
The need for filters is also an important reminder for marketers to choose carefully how we communicate with consumers. You only have one chance, and a quick one at that, to reach your target audience, to respond to inquiries, or to participate in a conversation and convince a consumer of your value before they are likely lost to you for good.
