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.