From The Editor | October 6, 2015

Information Overload Makes It Harder To Reach Water Equipment Buyers


By Travis Kennedy

“In the age of technology there is constant access to vast amounts of information. The basket overflows; people get overwhelmed; the eye of the storm is not so much what goes on in the world, it is the confusion of how to think, feel, digest, and react to what goes on.”

-Criss Jami

When I was born in the 1970s, most people were exposed to about 500 marketing messages per day.  Think about that for a second.  500 messages seems like an enormous amount of information to consume, especially as ALL of that information was designed to sell you something. 

Who had time for all of that nonsense?  Who could take the time out of their day and evaluate each message long enough to determine whether or not they would purchase something. Seems impossible and doesn’t seem to make much sense.  Yet this is how marketing was approached in the 1970s … and in the 1980s … and in the 1990s …

Now I want you to think about the fact that in today’s world, full of cell phones, wireless internet, web TV and what seems like an unlimited amount of content delivery options, the typical person receives OVER 5,000 marketing messages per day.  For those non-Fields Medal winners out there like myself, that’s ten times more than those working 3 decades ago.

There was a recent study done by Time Magazine in which it was determined that 84% of us can’t go a single day without our cell phone.  Not A SINGLE DAY!  Prior to the year 2000, most of us survived just fine EVERYDAY without a cell phone, and now, less than twenty years later, we can’t go 24 hours. It also highlights the importance and benefit of producing educational and thought-leadership content. These messages give you the best chance of cutting through all the message clutter and engaging your buyers.

Here is a personal example of what I’m talking about. Recently I was at home watching one of my absolute favorite prime time TV Shows.  About halfway through I realized that I wasn’t keeping up with the action.  Instead I had been trolling my cell phone, looking at Twitter, Facebook, YouTube and other mobile sites as I was sitting there, regardless of my intent to watch this particular TV show. 

Messages are coming at us from all angles.  We have the option to engage with those messages or ignore them.  Because of all of the options being offered to us, we often ignore and only focus on what is important to us.  That’s why it’s critical to create attention-grabbing, compelling and must-have content. In the absence of critical content, potential buyers will simply not pay attention to you amidst the clutter.