Marketing fatigue: digital communication overload and personalization

 
 

Are consumers confronted with too many messages via digital channels? If you ask them, they are. According to a survey by Upstream, two-thirds of adult consumers in the US and UK say they receive too many promotions via digital marketing channels.

In many tactics marketers use, the signs of marketing fatigue are clear as well. Just think about the decreasing conversion rates in lots of email campaigns. However, email is far from the only channel that is affected. Some key data, consumer attitudes, challenges and solutions.


As you might know, Selligent last year added a new solution to streamline marketing messages and interactions with some advanced features to avoid an overload of communications across different programs and divisions. We also tackled the topic in a white paper, “Efficient customer interactions: how to prevent marketing fatigue?”.

The impact of marketing fatigue on your business

The issue is gaining more attention since the number of channels that are used for advertising keep growing, and consumers are increasingly becoming allergic to frequent exposures to promotions and ads.

According to the report two-third of respondents say they would unsubscribe if a brand provides them too many messages. 27% of UK respondents even claim they would stop buying from the brand and approx. 10% says they would voice their frustration on social media.

The survey also asked about the number of times consumers want to be targeted on average. However, instead of looking at absolute data about the problem, it’s probably better to look at the answer: relevancy by personalization

Relevancy and personalization rule

And there are several ways to achieve it, when looking at when consumers are more likely to respond to a message.

  • 26% claim to do so when the message is tailored to their personal interests.
  • 22% say they are more likely to respond to location-specific messages.
  • 21% are more receptive to promotions that are contextually relevant to what they were doing (including behavioral targeting).


On top of personalization and relevancy other, more traditional, factors play a role as well. The time a message is sent matters to 14% of respondents, and attention-grabbing copy still is important too (7%).

Obviously, we should note that the survey is based on what consumers say, which doesn’t always correspond with what they do. Still, the message is loud and clear: avoid marketing fatigue and make it personally and contextually relevant.

Want to know more about our marketing pressure management features? Contact us or request a demo.

More about marketing fatigue – and solutions to avoid it – in our white paper.

Source: Upstream via MarketingCharts.
 


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