Consumers are exhausted by impersonal, generic, and fragmented communications. We live in an era of digital fatigue, where we are overwhelmed by notifications and stimuli that turn us from enthusiastic customers to jaded users. If, previously, being digital was the new thing, today, the corporate challenge is to be relevant to their target audience. This requires companies to adopt a new, more strategic approach to this relationship, breaking down the barriers of digital fatigue and transforming this fatigue into assertive sales and greater value creation in the products or services offered.
According to data released by McKinsey & Company, 71% of consumers expect personalized interactions from companies. However, 76% are frustrated when this doesn’t happen, as 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 they consider based on the differentiators presented to them.
Many people prefer, for example, to choose well-known or recommended brands, even if they have to pay a little more for it, ignoring information they consider irrelevant or complex. Their sense of deadlines and urgency also tends to be a determining factor in this regard, prioritizing brands that meet this timing. Furthermore, anything exclusive, or that creates a perception of scarcity, tends to spark greater interest in this selection.
In addition to being influenced by major brands and individuals, all of the factors highlighted above end up gaining strength in their decision-making, given the excess of information they receive daily – which can lead to selective disengagement of consumers as they ignore generic communications, unsubscribe, 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 achieving true business results for each of its customers. After all, corporate growth won’t come solely from scaling channels or increasing volume. The real differentiator lies in helping consumers overcome digital fatigue with smarter, more efficient, and personalized journeys. This means monetizing not only the delivery of the message, but also the impact it generates on the end-user experience.
The era of digital fatigue demands a new approach from companies. Winning in this scenario doesn’t depend on speaking louder, but on speaking better, which requires technology, intelligence, and strategy. Transforming every interaction into a valuable connection, and every product into a truly worthwhile experience. To achieve the expected success, this will require creating shorter, more intuitive engagement journeys, developing products that help customers make decisions, not just receive information.
Products invested in this direction should include SaaS journey solutions that allow for orchestrating multichannel communications with logic, context, and efficiency—reducing noise and increasing relevance. Going beyond text alone, building intelligent end-to-end customer service, sales, and notification flows, with a human interface and context within a single, integrated ecosystem that provides the right end-to-end services.
Further contributing to this assertiveness are the many autonomous agents (AI) capable of automating this journey without dehumanizing service, enabling interactions that learn and evolve with the user—a direct antidote to the robotic communication that erodes the digital experience. These technologies will facilitate the use of customer behavioral and historical data to create increasingly personalized and actionable campaigns.
Overcoming this digital fatigue barrier isn’t easy in today’s era. To be more successful in this fight, it’s 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’s more urgent than ever for companies to mitigate the risks of digital fatigue among their customers by providing comprehensive solutions that deliver real value in every interaction between parties, avoiding a direct impact on their revenue. These are enormous efforts, but they will certainly yield excellent results for a more prosperous and trusting relationship with their consumers.
