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Tuesday, April 26, 2011

From a guide wire to a noose: The connected society is on information overload

We’ve been hearing about the 24/7 news cycle for years… that sense that on any typical news day—even more so when a major world event is happening—if we tune away from the news for even a few moments, we might miss something critically important.

Fast forward to 2011:  The “news” we absorb isn’t just coming from a newspaper or major network… it’s coming from our network, via laptops, smartphones and iPads.  Today’s Research Brief featured a story about information overload in the wireless age.  Click here to read it.  A PDF of the Digital Lifestyle survey on which the article was based is available by clicking here (if you’re willing to give up your name and email address).

Implications:   Even if you read the article or white paper, reconsider the extent to which consumers are receiving messages.  33% of survey participants said they even check their device in the middle of the night.  And 64.2% of respondents said the torrent of information they are receiving has gone up by 50% compared to one year ago.

Consider the traffic your messages have to compete with.

Then, consider whether your marketing message has the relevance to win.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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