With so much content, many communication believe message overload has already occurred, while others feel it will be here soon. Bringing up a problem for marketers
It has been said that a weekday edition of the New York Times contains more information that a person in the 17th century would come across in an entire lifetime.
Additionally, it’s estimated that more information’s been produced in the last three decades than in the previous 5,000 years.
Of course, having such a vast amount of information at our fingertips is a good thing. But being bombarded with information constantly can have a negative effect. If our generation is experiencing the information age then you could say the next generation will live in the information overload age.
It’s the business of marketers to reach out and make contact with consumers. The problem advertisers face is that with every message they send out, they could be reducing the effectiveness of that message. For a great example of this, look no further than email marketing. When email first got its start, emails didn’t have the stigma they have now. Today, a person is likely to have 10 or more spam emails to every one email that actually “matters.” As a result, the vast majority of emails go straight into the deleted folder without every being opened.
Future of mobile and SMS marketing
Many mobile marketers worry that the same thing will eventually happen with mobile marketing. Mobile is still a relatively new marketing channel as evidenced by the open rate of text messages. Approximately 99% of text messages sent will be opened by the recipient. There is a very real fear however that text messages will eventually go the way of the email. As more and more spam floods people’s text messaging inbox, more and more text messages will be deleted still unread.
The takeaway for mobile marketers
Whether the mobile marketing channel will ever experience information overload is yet to be seen. Whether it does occur or not, there are still some best practices mobile marketers can employ to make sure their messages aren’t the ones being left unread.
Marketing experts recommend keeping ads short and to the point. Lengthy ads that ask consumers to weigh a number of choices are more likely to overwhelm. Finally, messages that are irrelevant and offer no value to consumers are much more likely to be ignored. A company that wants its audience to read their messages should keep marketing messages relevant and ready to offer something of value to consumers.