Every day we are bombarded with information. Years ago it was mainly restricted to advertisements, billboards, direct mail and the annoying telemarketing calls that seem to come every evening at dinner time.
With the evolution of technology the amount of information we receive daily has become exponential. Most of us have several email accounts, Facebook, SMS on our phones, twitter, social networks, blogs, etc. etc.
This phenomena has driven a changes in human behavior. We all always sorted through information but due to the amount of information we now we received we have become “high speed” human sorting machines whereby we look at something and in a matter of 1-2 seconds determine if we continue or discard. If we continue, typically we dedicate another 5-10 seconds, before we make a final determination of the relevance of the information.
This presents challenges for companies trying to communicate with their customers (who will give you a bit more time) as well as a broader audience of “prospects .” Their Question, “how do I get their attention?” The answer, it is all relevant. The selection process is driven by relevance.
More in future posts.
Have you ever received a piece of direct mail or an offer in a bill or statement and ask “what were they thinking?”
I do. My mortgage company who offers me a higher rate than I am currently paying. My phone company offering me a deal on the same phone I bought and paid more for the month before. The worst is my mortgage company sending the offer in a separate mail piece from my statement wasting money and really making me wonder if there is any communication within the organization.
We all have received some promotion that has made us wonder and chuckle.
And although humorous, at a certain level, you have to ask yourself “why don’t they know who I am?” The technology is available. There are plenty of studies that could support the investment in terms of cost savings and ROI. Is this a good company to do business with?
Might be just me, but I don’t think so. Do you know your customers?