Consumers are exhausted from impersonal, generic, and fragmented communications. We live in an era of digital fatigue, where we are overwhelmed with notifications and stimuli that cause us to go from enthusiastic customers to saturated users. If, in the past, the novelty was being digital, today, the corporate challenge is to be relevant to your target audience, which requires companies to adopt a new, more strategic perspective in this relationship, breaking down the barriers of digital fatigue and turning this fatigue into assertive sales and greater value generation in the products or services offered.
According to data released by McKinsey & Company, 71% of consumers expect personalized interactions from companies. However, 76% become frustrated when this does not happen, since only about 24% of brands deliver truly personalized experiences in the consumer's perception. The result? Faced with many alternatives, consumers tend to limit the number of options analyzed, based on the differentiators presented to them.
Many end up preferring, for example, to choose already known or recommended brands, even if they have to pay a little more for it, ignoring information they consider irrelevant or complex. Your sense of deadline and urgency is also usually a decisive criterion in this matter, prioritizing brands that meet this timing. Furthermore, everything that is exclusive or that conveys a sense of scarcity in access tends to arouse greater interest in this selection.
In addition to being influenced by major brands and people, all the factors highlighted above end up gaining strength in their decision-making process, given the excess of information they receive daily – which can lead to selective disengagement by consumers, such as ignoring generic communications, canceling subscriptions, silencing notifications, and consequently directly impacting the monetization strategy of any company that relies on digital journeys to sell, engage, or serve.
The market needs to go beyond selling technology, focusing on delivering real business results for each of its clients. After all, corporate growth will not come solely from scaling channels or increasing volume. The true differentiator lies in helping consumers overcome digital fatigue with smarter, more efficient, and personalized journeys. This means monetizing not only through message delivery but also through the impact generated on the end user's experience.
The era of digital fatigue demands a new stance from companies. Winning in this scenario doesn't depend on speaking louder, but on speaking better, which requires technology, intelligence, and strategy. Transform each interaction into a valuable connection, and each product into an experience that truly is worth it. Something that, in order to bring the expected success, will require the creation of shorter and more intuitive engagement journeys, developing products that help the customer decide, not just receive information.
Products invested in this direction should include SaaS journey solutions that enable multi-channel communication orchestration with logic, context, and efficiency – reducing noise and increasing relevance. Go beyond the text itself, building intelligent end-to-end service, sales, and notification flows, with a human interface and context within a single integrated ecosystem that provides the appropriate services from start to finish.
Contributing even more to this assertiveness, there are many autonomous agents (AI) capable of automating this journey without dehumanizing the service, allowing interactions that learn and evolve with the user – a direct antidote to robotic communication that wears down the digital experience. These technologies will facilitate the use of customers' behavioral and historical data to create increasingly personalized and actionable campaigns.
Overcoming this barrier of digital fatigue is not something simple in the current era we live in. To achieve greater success in this fight, it is important to rely on the guidance of specialized players who provide platforms that orchestrate this communication chain, with robust channels capable of supporting these strategies.
It is more urgent than ever for companies to mitigate digital fatigue risks in their clients by providing comprehensive solutions that deliver real value in every interaction between the parties, in order to avoid a direct impact on their revenue. Enormous efforts, but certainly, they will bring excellent results for a more prosperous and trusting relationship with your consumers.
