Digital marketing

How to Overcome Consumer Digital Fatigue

How to Overcome Consumer Digital Fatigue


PHOTO: Adobe

Keeping customers engaged is an ongoing task that never seems to slow down. Finding that happy balance between delivering consistent and relevant content without overwhelming your target audience is a challenge every marketing team faces at some point. These days, that challenge has become even greater as consumers are spending far more time glued to their screens than ever before due to the pandemic.

Consumers are feeling the pinch as their favorite companies have bombarded them with virtual events, live streams and more to accommodate the lack of in-person events. Unfortunately for businesses, these events are now starting to create digital fatigue that makes customer engagement even more difficult.

According to a sendoso report, 80% of respondents indicated that their target audiences are fatigued by virtual events and digital engagement efforts. These events also hurt personalization efforts, with 92% of respondents indicating that these webinars and events need to be more interactive for businesses to succeed.

Understand what personalization means today

Digital fatigue is that point of mental exhaustion when people have been exposed to digital apps and tools for a long time, usually juggling multiple apps simultaneously. This constant exposure to digital screens can be unnatural for humans and lead to eye strain and general fatigue.

However, as digital fatigue has increased lately, the problem has accelerated due to a lack of personalization, which forces consumers to interact with irrelevant and untimely marketing messages and content. According to Matt Ramerman, president of Sinch for marketers, personalization is key to navigating the excess digital content people are exposed to. “At a time when customers are inundated with digital content, brands need to ensure their content remains as personalized, instant and engaging as possible.” One way to achieve this level of personalization, Ramerman says, is to use conversational marketing to create a dialogue between brands and their customers through two-way channels such as WhatsApp or SMS.

Although customization may be necessary, Oleksii Danchenko, CEO and co-founder of the marketing automation company eSputnik, argues that personalization is not something all brands can achieve effectively. “Although everyone is talking about personalization, only a few brands, mostly e-commerce giants, have personalized approaches. The rest are rather faking it.

Many brands end up with access to vast customer data to create targeted campaigns, but use similar communication methods that don’t really allow for true personalization. Marketers need to create even more relevant customer segments and then adjust the approach for each segment if they want to be able to appropriately personalize their marketing campaigns. However, this may not be enough to combat digital fatigue.

When done well, personalization can be effective in reducing issues associated with digital fatigue. However, there are other strategies that our experts believe can help tackle the problem today and make marketers more effective in the future.

Related article: Ideas for Marketers to Combat Webinar Fatigue

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 several ways to achieve the required level of interactivity through AR and VR channels or by using social media to create contests, challenges, etc. However, try not to overdo it as you may overwhelm your audience once again.

“I recommend that you choose 1-3 solutions applicable to your product and audience expectations and focus on them. Don’t fall for all the new stuff that’s hitting the market,” Danchenko added.

Take a human-centric approach

Try to create a win/win dynamic with your customers by taking a human-centric approach to advertising or distributing content to them. Again, conversational marketing can help brands and customers get exactly what they need from the experience. As Ramerdan explains, “enabling customers to ask questions is the first step to a successful conversational marketing strategy, and brands that invest in this approach now will be better positioned to increase loyalty and reduce churn immediately. .

Adjust your marketing strategy

Sometimes you need to make adjustments to your strategy and develop new, original ideas to win over your audience and keep things from getting stale. That could mean changing the channels you typically rely on, like Shachar Orren, CMO at EX.CO points out. “Instead of relegating content to blogs only, which I sometimes consider a sort of ‘content prison’, think about how to use interactive features on your website’s homepage, in your emails. emails, social media, and other areas where your audience might be surprised to see content experiences.

Alternatively, you may need to adjust how often you communicate with your audience on certain channels, such as reducing the number of email campaigns you send per week or how often you send out a newsletter.

Take advantage of technology in different ways

Finally, picking up a new channel to try and get the same thing can put an exciting new spin on the content you’ve been sending. “If people are tired of your webinars, start a podcast. If your long, similar promotions are being ignored, start sending text-based emails,” Danchenko suggested.