Is Overload of Digital Communication Causing Fatigue for Consumers?
The panelists were of the opinion that the bombardment of information on consumers was turning out to be too much. There was a consensus among the panelists that digital fatigue could be effectively addressed by refraining from bombarding the target consumers and also through engaging in creative and relevant communication.
The hot topic was deliberated by an esteemed panel comprising Anmol Gill, Head of Customer Marketing –India and Neighbouring Countries, Bacardi India (Moderator); Arun Kumar, Co-founder, Aspri Spirits Pvt. Ltd.; Ridhima Dewan, Head Marketing, Devans Modern Breweries Ltd.; Ashwin Baliwada, Director – Cheers Group; Archita Khanna, Communications and Events Senior Specialist; Beam Suntory India; and Rachit Gupta, Marketing Head-India, Campari Group.
Overwhelming Digitisation
The moderator, Anmol Gill, Head of Customer Marketing –India and Neighbouring Countries, Bacardi India opened the discussion by pointing out that the impact of digital communication has definitely become much more extensive during the pandemic period than it was ever before. “Now shopping, work, home-schooling, and the entertainment of many people are on digital platforms. Now whether this trend is a boon or a devil in disguise or the overwhelming of digital wave in our lives is leading to fatigue or not among people is a question worth exploring,” she broached.
Validation by Sensory Perceptions
Arun Kumar, Co-founder, Aspri Spirits Pvt. Ltd. admitted that as a consumer or recipient he doesn’t like to be overwhelmed by the digital wave but as a marketer he would not mind exploring digital mediums to reach his target consumers.
“In the alcobev industry, digital medium has helped to reach more and more people during the pandemic. However, validating the overload of the digital information is very much required for our industry,” Arun explained. “In our alcobev industry where sensory perceptions matter a lot, how far digital medium alone can be effective in creating consumer engagement in long- term remains a question worth exploring,” Arun affirmed. He however, acknowledged the tremendous reach of the digital media and its power in providing information and knowledge.
Arun viewed there was a need to strike a balance as far as communication across mediums goes. “As an information platform, the digital medium is more powerful than the traditional medium. But to validate the perception created by digital medium some other marketing exercise needs to supplement the digital marketing initiatives,” the corporate honcho elaborated while stating that in alcobev industry, sensory perceptions in the real world are very important.
Clutter-breaking Communication
Archita Khanna, Communications and Events Senior Specialist, Beam Suntory India, maintained that we were now inseparable from our social media and thus there was much more demand for content on the digital space.”Digital fatigue comes from stale content. Clutter- breaking communication in the digital medium which can resonate with the consumers on a deeper level can be a winner,” she asserted.
She thinks a constant stream of creativity can give an edge in marketing digital communication. “We at Beam Suntory have thought through, occasion-based and very much relevant communication and ensured that our messaging is not fatiguing our consumers and potential consumers,” Archita maintained.
While discussing various advantages of the digital medium she pointed out that the “Digital medium gives us the opportunity to follow through the consumers; covering a wide gamut from influencing the sale to post sale consumer review process. It greatly helps to understand the health of our brands. We can know in real time what the consumers are saying about our brands, which in turn facilitates us to evolve with our consumers.”
The communications expert agreed that actual experience of taste or flavours couldn’t be communicated through the digital medium though it could communicate the brand promise effectively, especially through e-commerce.
