time , usually juggling multiple applications simultaneously . This constant exposure to digital screens can be unnatural for humans and result in tired eyes and overall fatigue . However , while digital fatigue has increased in recent times , the problem has been accelerated due to a lack of personalization , which forces consumers to interact with irrelevant and untimely marketing messages and content .
Some strategies to overcome digital fatigue include personalization . Personalization is critical to navigating the excess digital content people have been exposed to . At a time when customers are inundated with digital content , brands need to ensure that their content remains as personalized , instantaneous and engaging as possible . One way to achieve this level of personalization , is by using conversational marketing to create a dialogue between brands and their customers through two-way channels such as WhatsApp or SMS . Marketers need to create even more relevant customer segments and then adjust the approach for each segment if they want to be able to personalize their marketing campaigns appropriately . Yet , that may not be enough to combat digital fatigue . When done right , personalization can be effective in lowering the problems associated with digital fatigue .
Similarly , marketers need to create more interactive content and messaging . Interactive content can create more engagement with customers and keep them interested in what you ’ re selling to them . Today , there are a few different ways to achieve the required level of interactivity through Augmented Reality and Virtual Reality channels or by utilizing social media to create contests , challenges , and more . However , try not to do too much as your marketing campaign may end up overwhelming the audience once again . It is recommended that you choose 1 to 3 solutions applicable to the product or service and the audience expectations and focus on them . As a marketer do not fall for every new thing arising on the market .
And remember to adjust the marketing strategy and try to create a win-win dynamic with the potential consumers by taking a human-centric approach to advertising or distributing content to them . Once again , conversational marketing can help both brands and customers to get exactly what they need out of the experience . Enabling consumers to ask questions is the first step to a successful conversational marketing strategy , and brands that invest in this approach now will be in a better position to increase loyalty and reduce churn
“
Keeping customers engaged is an ongoing task that never seems to slow down . Finding that happy balance between providing consistent and relevant content without overwhelming the target audience is a challenge that every marketing team goes through at some stage .
immediately . Sometimes as a marketer you need to make adjustments to the strategy and develop new out-of-the-box thinking to win over the target audience and prevent things from getting stale . This could mean changing the channels the company typically relies upon . Alternatively , as a marketer you might need to adjust the frequency with which you communicate with your audience on some channels , such as reducing the number of email campaigns you send per week or how often you send e-newsletters .
Picking a new channel to try to achieve the same thing can put a new and exciting twist on the content you ’ ve been sending . If people are tired of the webinars , start a podcast . If long , same-like looking promos are ignored , start sending text-based emails . It is a fact of going back to basics . What do people care about ? What are they searching for , why do they care ? What is the trigger ? Is this a problem we can solve , and if so , how ? These are not new questions , but in a world of trying to figure out how to best rank in a digital world , take the approach of answering the questions people want answered and being customer obsessed , which , unsurprisingly , has yielded higher conversions . Depth of content has really helped marketers overcome that hurdle of content saturation .
Marketers have found audiences less patient and increasingly laser-focused on a specific problem to solve right now . Their rapid and targeted search behavior offers only a short attention window for marketers to pitch a targeted solution . As a result , more bite-sized demand generation materials and hands-on workshops are outperforming those featuring broader , open-ended topics . In the early days of the corona pandemic , marketers shifted their marketing efforts from 4-6 hours of digital content to crisp and snackable content that could be consumed quickly by a variety of audiences . Among their short , engaging formats is a recently-launched LinkedIn
Live series . Hundreds attend the live 7-10 minute sessions , and thousands more watch on-demand . Summarizing their strategy , taking our virtual events and spreading them out across a number of days , having attendees join us for a few minutes each day .
The degree of marketing fatigue depends on numerous factors , such as the industry , the segment , the type of emails and campaigns , and of course , the individual consumer as well . Many people have their inbox flooded , while there are others who don ’ t . Research has shown that messages are more effective when they ’ re repeated - and in marketing circles , the widely-used Rule of Seven is the notion that a prospect needs to see or hear a marketing message at least seven times to take action and buy . But too much of a good thing can actually be a bad idea because it often leads to what we call brand fatigue .
Conclusively , a tell-tale sign that brand fatigue has set in is when a company marketing online campaign starts to record low engagement rates dropping even further into a campaign . One great way of preventing brand fatigue is to look into the past performance of a company ’ s marketing channels and promotional tactics to identify where engagement rates for previous campaigns began to lag . Evaluation of the promotional activities is a sure-fire way to maintain an effective schedule and brand fatigue strategy . Leverage the power of market analytics to identify when audiences stop engaging with the company ads and tweak the cadence to get the most bang for the ad buck in the land of pay-to-play advertising .
Joe Nyutu is a Leadership , Strategy and Culture expert . You can commune with him on this or related matters via email at : Josephnyutu @ gmail . com or reach him on you tube : joe nyutu .
30 MAL49 / 22 ISSUE