The impact of digital marketing on brand awareness in the age of information
overload.
Problem statement
Marketers use different mediums to circulate their advertisements in order to persuade the
customer to buy their product and create brand awareness. The emergence of digital technology
and social media platforms has made it much easier for marketers to reach more audience. Digital
marketing consists of a wide range of tactics including social media marketing, search engine
optimization (SEO), content marketing, search engine marketing (SEM) etc. The shift towards
digital technology has allowed brands to reach a global audience with greater efficiency and
precision than ever before. Social media offer a global platform to share content and ideas to
interact with the customers. But due to an overcrowded market it has become difficult to reach
the audience. Brands not only need to compete with endless amount of information but also have
develop competitive strategies to remain relevant for your audience.
The process of developing a brand can conceptualized as an act of providing value to the clients.
When building a brand, it’s not enough to just get people to remember the name of the brand
but a brand should also earn the faith of the customers.
The internet overwhelms users with countless and frequent offers and emails containing
advertisements. In this digital age we all have been exposed to massive information overload.
This has a profound influence on the purchasing behavior of many consumers and can make the
process much harder than it should be. Information overload leads to a situation where a person
is no longer in a state to make a rational purchase decision. This results in having a sort of blunted
awareness. They constantly block out the advertised information as they have almost no use for
it.
The heavy advertisements on social media and other platforms are decreasing the perceived
value of the advertising message and going against brand message. Everyday a person attempts
to take in and process a vast amount of information but not all of this information is stored for a
long term in a person’s memory. There is so much information that might go over many of the
target audience’s heads.
Most of the businesses now operate by enhancing their online presence. In a world of overflowing
information, brands are shifting towards providing genuine value this builds trust and makes the
customer come back to the brand. By focusing on creating valuable and personalized experience
brands can rise above the noise and build meaningful connections with their customers.
The objectives of the study are as follows:
1. Analyzing the effectiveness of different digital marketing tactics in cutting through
information overload and reaching target audience.
2. Understanding how information overload affects brand perception and decision making.