21st Century Darwinism… Adapting to The Accelerating Rate of Change
Creating Brand Relevancy
You feel it every day. The rush of information whizzing by, faster and more extensive than anyone can realistically absorb. Presently, information overload is becoming increasingly problematic as the amount of information doubles every year. Technology is a key driver of this change. It provides new ways to engage with information and in its mobile form it creates an always available connection, accelerating that feeling and reality of overload. Most people just don’t have the bandwidth to process all that is coming at them, let alone identify what is important so they can focus and learn what is needed to succeed in the future and what companies and brands can serve them best.
Today we are all “drowning in content,” which complicates our job as marketers to package all of the tools we have, content we create and messages we develop in ways that our customers can both use and understand. Being relevant and timely is a core necessity today, but we also need to be building relationships of trust, that create connections in a world of information overload.
We need to create advertisements that do not directly sell products; rather, the role of marketing should focus on two things: the customer and your shared values. Once these two are aligned, it’s no longer about how you tell the story, but rather having the right story to tell in simple terms, over and over again.
Today Agile Marketing gives us a unique opportunity to test in real time and allows customers to identify how messages are resonating with their value system against the competing 6,000+ messages they are bombarded with daily. And once we have aligned our value systems, the message is not only heard, but it is sought out to reinforce a belief system that customers have created filters around to survive the onslaught of information coming at them.
The future of information overload is upon us. And in a true Darwinian world, youth is now a strategic advantage. Young brains continue to evolve, adapting to process multiple input streams simultaneously. So how will we as people, workers and leaders evolve ourselves, our organizations and our strategies to cope with information overload?
- Create filters to omit superfluous and insignificant information
- Try queuing-saving some information until there is time to catch up later
- Focus exclusively on daily to-do lists
- Take charge and use technology wisely
- Share information openly to avoid redundancies
- Only receive and accept information from reliable sources
How will marketers penetrate this new information absorption process and bypass the inherent guards the brain creates from the overload? By using predictive modeling in conjunction with an agile marketing development process to ensure that the trust quotient with your brand’s value is resonating at the highest levels. That’s how at Linx we help our clients Think Ahead!