Customers know how to mitigate the scary information overload monster.
I recently read an article that warned of information overload on Twitter. Essentially, the article stated that the application’s usefulness could be potentially undermined by the amount of people using it and how they are using it. Well maybe. But then again, probably not. The idea that anything is felled by the sheer number of people using it (and using it inefficiently) is disproven again and again in nature. Just look at:

  • The planet Earth
  • Email
  • Any and all driving (anywhere, anytime, day or night; I’m slightly bitter, it’s true)
  • The Internet
  • Instant coffee (for the record, this should actually be felled)

Sure, critical mass can make something extremely unappealing. That’s why I don’t make morning coffee runs these days; nothing says “Hey, it’s way too early!” than being wedged in between a chatty power suit and morning jog sweat band. And people can and will say thanks, but no thanks to a product, service, or movement, pretty much whenever they feel like it.

So business has to navigate this fine line between the useful and mundane, the interesting and contrived, the information and noise. Potential customers can and will find ways to cut through the morass of information, opinion, and spin. For Twitter, there’s TweetDeck, for the Internet, there’s Google, for television, there’s DVR. A message is no longer controlled or forced onto an audience, it’s merely received or ignored.

This means companies that help their customers better navigate overload do well. For example, many direct mail pieces go straight from my mailbox to the trash can, except for the ones that are customized to my interests. Some include information that’s relevant to me (bonus points accrued, upcoming sales on the items I’m likely to buy, and, of course, free detergent samples), and some do an excellent job of effectively communicating their purpose within 20 seconds (it’s hard to miss a giant 20% Coupon Inside! message on the front of a piece).

Even better, a few companies now send me customized email (messages I opted into and can opt out of at any time). They include offers on items that I might be interested in based on my past purchases. Even better, they include links to product information, video demos, and customer reviews. The email quickly gives me only the information I need. After all, I have very little time for ads; I’m about to spend 4 hours (hours I should spend at the gym, reading a book, or heck, even bettering myself) playing online video games.

Again, just because many people use something doesn’t mean they don’t know how to filter the information, tailor it to their needs, or ignore it completely. Companies can only endear themselves to their customers when they help them navigate the overload.