The Age of AnnoyanceMarketing in an era of informationoverload & technological frustrations.@changethecode#BSUM12
New Dad
Lulu.com
noreply@
CAN-SPAM Provision“You can’t charge a fee, require the recipient to giveyou any personally identifying information beyond ...
Flaming unsubscribes    Why do u keep on sending me the beepin e-    mails.....lay off me....you donkeys or else    STOP E...
Flaming unsubscribesMailChimp, reports that in 2010 they sent more than40 million emails a day for “big giant corporations...
Flaming unsubscribesIf people opt-in to receive these messages, why arethey getting so angry?                             ...
Agitation with Technology
The Age of AnnoyanceTechnology, electronic communications, gadgets,traffic, airline travel – as it all gets easier, it als...
The Age of Annoyancean·noy·ance (noun) - an unpleasant mental statethat is characterized by such effects as irritation and...
The Age of Annoyance
The Age of AnnoyanceAs marketers, we continue to add newcommunication channels to our already growing list,and with each n...
The Age of AnnoyanceWhat annoys you about technology?
The Age of Annoyance
The Age of AnnoyanceWhy do we find these things annoying?
The Age of Annoyance         Interruptions         Norm violation
The Age of Annoyance - Interruptions“Things that keep us from accomplishing a task areannoying.” - Flora Lichtman & Joe Pa...
The Age of Annoyance - Interruptions
The Age of Annoyance - Interruptions
The Age of Annoyance - Interruptions(i) a user performs slower on an interrupted task than a noninterruptedtask, (ii) the ...
The Age of Annoyance - Interruptions
The Age of Annoyance - Interruptions“it is equally rude and distracting for an automatedapplication to unnecessarily inter...
The Age of Annoyance – Norm Violation“Intentional behaviors that are not directed at youpersonally but violate some standa...
The Age of Annoyance – Norm Violation
The Age of Annoyance – Norm ViolationDate: 2010-11-11 09:01 AMSubject: RE: Veterans Day Sale - VERY POORMARKETING TASTEThi...
The Age of Annoyance – Norm Violation
The Age of Annoyance – Norm Violation
The Age of Annoyance – New NormWe no longer read the manual before poweringon; we demand intuitive interfaces that appear ...
The Age of Annoyance – New Norm                “that humans can get                betrayed, get wounded                pr...
The Age of Annoyance – Norm ViolationPeople tend to act polite towards machines, readgender and personalities into machine...
The Age of Annoyance – New Norm                “start with any social situation                where there are norms and  ...
The Age of Annoyance – New Norm
The Age of Annoyance – New Norm
New Dad
New Dad – Norm Violation
New Dad – Norm Violation
New Dad – Bumbling Husband
The Age of Annoyance         Norm violation
The Age of Annoyance – Norm Violation
The Age of Annoyance – Norm Violation
The Age of Annoyance         Interruptions         Norm violation
The Age of AnnoyanceMarketing in an era of informationoverload & technological frustrations.@changethecode#BSUM12 www.anno...
The Age of Annoyance: marketing in an era of information overload & technological frustrations.
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The Age of Annoyance: marketing in an era of information overload & technological frustrations.

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Like it or not, we live in the age of annoyance. Technology, electronic communications, gadgets, airline travel—as it all gets “easier,” it also seems to get exponentially more annoying. Annoyance is described as an unpleasant mental state that can lead to emotions such as frustration and anger. Sound familiar? When was the last time you yelled at your “stupid computer,” got frustrated that your smartphone could not find a signal or de-friended someone over one too many annoying Facebook posts? As marketers, we have the difficult challenge of trying to engage buyers who are constantly distracted with status updates, tweets, daily deals, IMs, text messages, emails, etc. Having spent two years researching these issues for his book The Age of Annoyance (http://www.annoyance.us), Gavin will highlight some of the root causes of technological annoyances and offer ways that marketers can effectively use email and social media without frustrating the end user.

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The Age of Annoyance: marketing in an era of information overload & technological frustrations.

  1. 1. The Age of AnnoyanceMarketing in an era of informationoverload & technological frustrations.@changethecode#BSUM12
  2. 2. New Dad
  3. 3. Lulu.com
  4. 4. noreply@
  5. 5. CAN-SPAM Provision“You can’t charge a fee, require the recipient to giveyou any personally identifying information beyond anemail address, or make the recipient take any stepother than sending a reply email or visiting a singlepage on an Internet website as a condition forhonoring an opt-out request.”
  6. 6. Flaming unsubscribes Why do u keep on sending me the beepin e- mails.....lay off me....you donkeys or else STOP EMAILING ME I DONT KNOW WHY I SIGNED UP FOR THIS ANYWAY SHOPPING ONLINE IS LAMEEEE....... I HAVE A MIND OF MY OWN AND KNOW WHAT I WANT. oiiiii no one likes you!!!!!!!!!!!!!!!!!!!!!!!!!! take me off your sucker list
  7. 7. Flaming unsubscribesMailChimp, reports that in 2010 they sent more than40 million emails a day for “big giant corporations.”The company states that “totally clean lists that are100% double opt-in will get one or two abuse reportsper 50,000 recipients.” That means that on any givenday, they could receive between 800 and 1,600potentially angry replies.
  8. 8. Flaming unsubscribesIf people opt-in to receive these messages, why arethey getting so angry? Why can’t they just hit the unsubscribe button and move on?
  9. 9. Agitation with Technology
  10. 10. The Age of AnnoyanceTechnology, electronic communications, gadgets,traffic, airline travel – as it all gets easier, it also seemsto get exponentially more annoying.
  11. 11. The Age of Annoyancean·noy·ance (noun) - an unpleasant mental statethat is characterized by such effects as irritation anddistraction from ones conscious thinking. It can leadto emotions such as frustration and anger.
  12. 12. The Age of Annoyance
  13. 13. The Age of AnnoyanceAs marketers, we continue to add newcommunication channels to our already growing list,and with each new channel, we add both the abilityto sell more, but we also increase our ability to annoyour customers.
  14. 14. The Age of AnnoyanceWhat annoys you about technology?
  15. 15. The Age of Annoyance
  16. 16. The Age of AnnoyanceWhy do we find these things annoying?
  17. 17. The Age of Annoyance Interruptions Norm violation
  18. 18. The Age of Annoyance - Interruptions“Things that keep us from accomplishing a task areannoying.” - Flora Lichtman & Joe PalcaThe minute we turn on our computer or mobiledevice we inhabit “an ecosystem of interruptiontechnologies … [where] anything that leaps up onyour screen to announce something new, occupiesyour attention.” – Cory Doctorow
  19. 19. The Age of Annoyance - Interruptions
  20. 20. The Age of Annoyance - Interruptions
  21. 21. The Age of Annoyance - Interruptions(i) a user performs slower on an interrupted task than a noninterruptedtask, (ii) the level of annoyance experienced by a user depends onboth the category of primary task being performed and the time atwhich a peripheral task is displayed, (iii) a user experiences a greaterincrease in anxiety when a peripheral task interrupts her primary taskthan when it does not, and (iv) a user perceives an interrupted task tobe more difficult to complete than a noninterrupted task - Bailey et al.The timing of a distraction and the importance of thework-related task being interrupted are two strongfactors in the level of annoyance one experiences.
  22. 22. The Age of Annoyance - Interruptions
  23. 23. The Age of Annoyance - Interruptions“it is equally rude and distracting for an automatedapplication to unnecessarily interrupt a user’s currenttask” - Bailey et al.
  24. 24. The Age of Annoyance – Norm Violation“Intentional behaviors that are not directed at youpersonally but violate some standard that you have.”– Michael Cunningham, Psychologist University ofLouisville.“Violate certain social rules or conflict with our valuesystem or destroy a reasonable expectation.” - FloraLichtman and Joe Palca
  25. 25. The Age of Annoyance – Norm Violation
  26. 26. The Age of Annoyance – Norm ViolationDate: 2010-11-11 09:01 AMSubject: RE: Veterans Day Sale - VERY POORMARKETING TASTEThis offer is in very poor taste given the context of theday. Cashing in on Remembrance Day, makingmoney off the back of the dead, doesnt reflect wellon your brand. Very disappointing email to receive.Whoever is handling your marketing, I would seriouslyconsider a change.
  27. 27. The Age of Annoyance – Norm Violation
  28. 28. The Age of Annoyance – Norm Violation
  29. 29. The Age of Annoyance – New NormWe no longer read the manual before poweringon; we demand intuitive interfaces that appear upand running right away. – Robert VamosiThe New Norm - technology should provide us withcountless options but also be fast, smart, intuitive,and very easy to use.
  30. 30. The Age of Annoyance – New Norm “that humans can get betrayed, get wounded pride, and in turn, can act spitefully towards computers in much the same way they do to humans.” - Ferdig and Mishra
  31. 31. The Age of Annoyance – Norm ViolationPeople tend to act polite towards machines, readgender and personalities into machines, areflattered by machines, and treat machines asteammates
  32. 32. The Age of Annoyance – New Norm “start with any social situation where there are norms and rules, and thus expectations. Replace one of the human actors with a computer actor and the results of the social rule will essentially stay the same” - Ferdig and Mishra. Humans project emotions on machines when machines are viewed as social actors.
  33. 33. The Age of Annoyance – New Norm
  34. 34. The Age of Annoyance – New Norm
  35. 35. New Dad
  36. 36. New Dad – Norm Violation
  37. 37. New Dad – Norm Violation
  38. 38. New Dad – Bumbling Husband
  39. 39. The Age of Annoyance Norm violation
  40. 40. The Age of Annoyance – Norm Violation
  41. 41. The Age of Annoyance – Norm Violation
  42. 42. The Age of Annoyance Interruptions Norm violation
  43. 43. The Age of AnnoyanceMarketing in an era of informationoverload & technological frustrations.@changethecode#BSUM12 www.annoyance.us
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