Information Overload: Sifting Through it All

Posted by Ryan Johnson

In this age of social media and news aggregators, it has become almost impossible not to be bombarded by information daily. So how can we as marketers sift through it all to make a better consumer experience? Listen and organize.

The advent of social media and other services has allowed marketers to listen and respond to data being created by consumers like never before. A few years back most companies would kill to have this avenue of communication with their consumers. Now that the connection is built, we must make sure to use it correctly, because it is a very powerful channel. While you can gain knowledge about your audience in a way previously impossible, you can also barge into the conversation blindly and destroy your image. This information combined with site analytics from your webpage can help define the personas that are interested in your brand.

What can you do with this data? You must first stop thinking that everyone views your brands message the same. Things like your homepage and website should be tailor made for a variety of market segments. Whether they get different navigation, different search data or look is up to you and your designers. One thing is for sure though, the days of mass impersonal messaging in advertising and marketing are long gone.