It is the change of the algorithm that requires constant vigilance and monitoring of emerging…
In modern life, on a daily basis, there is a large amount of information in circulation, which reaches the individual through multiple available communication channels and in multiple formats. Consideration of their impact on the individual led to the definition of the concept of information overload. There is no single, nor generally accepted definition of information overload, but this concept can be understood based on everyday experience.
The term information overload refers to the negative impact of an excessive amount of information on the performance of its processing, which was presented in an article by the Harvard Learning Innovations Laboratories (Harvard Graduate School of Education) published almost two decades ago. An individual’s efficiency in using information at work is reduced by an excessive amount of relevant and potentially useful information available to him. The amount of received information then exceeds his cognitive potentials aimed at processing and using information.

Information overload – where does the problem lie?
Although information is potentially useful, the question of when information becomes a nuisance is also relevant. The answer depends on a better understanding of the basis of human information behavior and how this behavior works and changes over time. Thanks to the “wireless revolution”, today it is possible to transfer information and communication devices practically everywhere, which significantly increases the possibility of communication and the period of exposure to the reception of various information.
The availability of a larger amount of data also increases the availability of high-quality content that provides the possibility of more effective perception and correct reasoning. Collecting and processing new information in the cognitive process is one of the foundations of successful learning and corresponding education.
Difficulties in organizing information
However, a valuable resource such as information, if not organized and controlled, can be a stumbling block in decision-making and learning. The new era of digital communication channels has enabled unhindered and indiscriminate access to a large amount of information. Recent research in the field of psychology points to the difficulties that arise when simultaneously exposed to a large number of data sources. This phenomenon leads to difficult retention of valid information.

Individuals are exposed to larger amounts of data than they are able to cognitively process efficiently. The situation is made even more difficult by the fact that information disseminated via the Internet can be of questionable quality, which is a consequence of the simplicity and uncritical nature of publishing on the Internet. The whole issue can lead to potentially dangerous errors in judgment, errors in understanding, but also to anxiety and acute and chronic stress.
Impact on marketing
The Internet has significantly reduced the cost of communication and expanded it reach and availability of the target audience. This in turn results in a huge by increasing the number of messages that can be sent and received, which can potentially produce the harmful effects of information overload. For example, in e-mail marketing, this phenomenon is recognized as one of the main reasons for campaign failure. When the volume of incoming e-mails exceeds the processing capacity, a person tends to become very selective and more often ignores the marketing messages in his e-mail inbox.

Consumers feel overloaded with information in marketing. They are constantly inundated with data and offers. In marketing, the goal is to communicate in order to improve and maintain your business. If this communication with clients is not successful, then the success of advertising campaigns cannot be satisfactory either.
How to overcome the problem?
The question is how we can help our users avoid information overload. What can we do to try to ease the information burden? Keep things simple and relevant. The less information you present, the easier it is to understand. Information that really meets the needs of the user will be selected and separated from the mass of other information. Also, information needs clarity to be effective. Clearly explain what should be done with the information. What action should the user take? Make it easy for users to take action. There is no doubt that dealing with this issue and problem simultaneously involves dealing with a good user experience. Make sure that the potential client is not overwhelmed and suffocated by information on your part, when it is already a daily experience that he lives. We think they will appreciate it.
For more news and interesting stories from digital marketing, visit our blog page or follow our Instagram profile.
Made by Nebojša Radovanović – SEO Expert @Digitizer