Advances in technology have propelled the abundance of instantaneous information. We are bombarded with information on a daily basis, particularly by brands attempting to snare valuable brand recall and mental real estate.
Ensuring your communication stands out in such an over-saturated climate can be difficult, especially when you aren’t being clear about what you’re trying to say. The author David Shenk labelled this phenomenon ‘data smog’. HMI researchers concluded that in 2008, the average American absorbed 34 gigabytes of information and 100,000 words over the course of a 12-hour day.
Acquiring space in the advertising market or online can be an expensive endeavour for brands wishing to flaunt their product, pitch or service. As such, there is a tendency to overpopulate these channels in order to maximise the number of messages versus the amount of money being spent. While this seems like a frugal way to ensure bang for your buck, you also run the risk of diluting your message amongst the info-glut.
There is nothing we can do to prevent the deluge of information, but there are a few things which will maximise your message meets the appropriate target.
1. Define your audience – Understanding the needs and habits of your target audience will allow you to sculpt a message that targets them specifically.
2. Keep your comms concise – Restricting your communication to a one clear message and a call to action will ensure stronger retention and recall.
3. Make your point clear – Don’t overcomplicate what it is you’re trying to say. Use appropriate imagery and copy to convey a unified single minded proposition.
4. Identify appropriate communication channels – Your method of broadcast is dependent on your target audience. Once you have defined your audience, research the methods of communication that is most relevant to them.
5. Stand out from the crowd – Playing it safe and following trends assures your message will be diluted. Find a point of differentiation to focus on.