Digital fatigue is increasing as people's lives have shifted increasingly online. This is impacting customer behavior, as customers feel inundated by similar digital experiences and have tuned out mediocre marketing. To engage customers, marketers must minimize friction and find creative ways to engage customers without worsening their digital fatigue, such as more personalized and relevant messaging sent at the right times. Marketers also need to find out-of-the-box ways to communicate and create engaging experiences, as customers are tired of the same repetitive marketing approaches. Innovative marketing approaches are needed that move away from focusing solely on screen time and prioritize more human interactions.

1. How digital fatigue is engulfing your customers
How digital fatigue is engulfing your customers
The tech-addled world has gotten most of us spending our days
distracted- making it impossible to pay undivided attention to any
task at hand. And your customers aren’t any different.
With almost every aspect of our lives shifting online, it feels like it’s
time for a break. In the tech space, most people are excited to get
back to in-person events and tradeshows to form meaningful
connections in ways humans have always known, not just digitally.
Aren’t we all tired of this hyper-connected world that keeps pulling
us in all possible directions?

2. How it impacts the customer
There is increased access to information and convenient
communications, but it hasn’t improved the quality of our lives as
previously anticipated. Such deluge often results in frustration,
indecision, anxiety, and dwindling attention.
The Internet is now the constant overhang that pervades our life in
more ways than we realize. There’s a massive disconnect that no one

3. wants to address, and yes, it has enormous repercussions on
customer behavior.
Customers feel inundated with digital experiences that all look like
the version of the same thing. Marketers must create at an elite level
to give their audience something refreshing to look at because your
audience has tuned out the mediocre stuff.
Companies that manage to address the feelings of tech overwhelm in
their customers and minimize friction would enjoy higher revenue
growth than their counterparts that don’t.

4. Too much screen time
Massive volumes wouldn’t help your marketing game anymore.
Keeping your customer engaged is the only way forward. Now it’s
not about keeping them glued to their screens but more about
finding creative ways to engage them without worsening the digital
fatigue.

5. Marketers need to give a human touch to customer interactions.
Sending irrelevant marketing messages at the wrong time is a
surefire way to drive your customers away.
The modern sales and marketing imperative is to turn customer
interactions into conversations that matter. Marketers have amassed
large volumes of data but fail to personalize it and make it relevant
to their target market. Customers, on the other hand, are tired of
marketing messages that all talk about the same thing.
It’s time to stop vying for your customers’ attention how everyone
else is; be more human. Now this might sound counter-intuitive, but
marketers need to step away from the screen for a bit and find out-
of-the-box ways to communicate with their audience and create
truly engaging experiences.
We can’t be innovative with our marketing if we are in a rut; the
same way of doing things and hoping for different results.
The Editor’s Note
Your customers’ experiences with digital technologies shifted during
the pandemic, and the spike of it is making it change again. It’s not
about being atavistic but about being more human. People’s desires
to digitally disconnect are increasing; make sure it’s not your brand
they feel a need to disconnect from!
Don’t design lacklustre digital experiences; design for joy.

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