For ages information was scarce, exclusive and accessible to few. Its value was high and people were ready to make efforts to reach for it. The powerful search engines on the web still witness the hypothesis that information needs to be found. The foundations of this approach are based on the paradigm that information is objective and has an independent existence.
In to day’s internetworked world, information supply is exploding where as demand for it not necessarily is hence remains more or less stable. The standard law of supply and demand applied to this situation tells us it is obvious that the value of information drops to dramatic lows. Worse, the overflow of information becomes pure noise and its value negative.
From a marketing point of view this means companies have to understand that it is no longer sufficient to provide “information” believing that who needs it will find it. Acting as such companies are only adding an extra load to the information overdose and create aversion instead of sympathy.
In order to communicate efficiently companies must foster the creation of meaning. Information on its own is insufficient though it is an important ingredient. Companies need to bring information to a subjective level in order to create meaning and thus make it work for them. This subjective level is the customer and his world. He only is able to create the meaning companies try to provide.
There are different ways on how to apply this insight. Let me name just a few examples. Websites can avoid confronting their users with useless information based on the knowledge they have of their customers’ behaviour on the website. Technology companies can translate technology into the customer’s user environment. If companies fail to do it their communication will become noise and customers will walk away from it.
to your success!