Recently I read that a kid entering middle school today has been subject to more information than a scholar of the late 19th century. Information and commercial communications are bombarding consumers at an unheard of rate, and it’s only escalating.
The adoption of technology, specifically the Internet, has empowered consumers who are now able to amass the “perfect knowledge” previously thought to be held by brand marketers. In the past, these marketers would gather this information and then sift it through their “brand filter” to distill the appropriate message, shining a kind light on their offering for their target audience. Today, these same consumers have access to the “unfiltered” information and a marketers job is forever changed.
Consumers now have the ability to transcend traditional boundaries of geography, time, and communication channel to gather their own impression of a marketers offering. This empowerment has increased their savvy, creating less patient consumers who simply expect more from their trusted brands.
This consumer transition can be viewed as a parallel relationship between the adoption of technology and both the increase of visitor knowledge and the inpatients it has rendered to consumers. Through this transition, consumer reaction to and consumption of traditional communications has dropped. The really unfortunate thing is that marketers have reacted to this by doing more of what was becoming less efficient, trying to beat their message into the minds of their target audience. In turn, this increase in the communications drum beat is further deafening the ear of consumers. Making the whole issue even worse.
I’d love to hear your thoughts –