By SiteEditor | Digital Marketing | 29 October 2013

Digital marketers will always find new communication channels to promote, but with it also pushes consumers to the threshold at times. Have you asked anybody, “What annoys you about digital marketing?” The answer is prompt. Next, ask them, “ Why they find it annoying?”. Slow Internet connections, repetitive Facebook ads, auto-correct, a portable thumb-drive’s inability to plug in the first try annoy us, but the question is why. This time the answer is not as clear as the first response.

If we are going to be effective at our jobs, we need to figure out how to increase our chances of converting a sale while minimizing the level of annoyance we inflict in an era of countless digital distractions and information overload. If marketers want to penetrate in the market successfully, they must figure out a way to convert with a minimal level of annoyance.

Accordingly, marketers should understand the fundamental causes of annoyance.

No. 1: Below the standard of expectation

Norm violations are actions that are not targeted at you personally, but they do violate certain standards that you may have. Today, our growing reliance on technology means that we have developed certain expectations, and we get frustrated easily with technology when those expectations are not met.

For example: If you organize an event that is attended by several bloggers and do not have Wi-Fi it is going to be very annoying for the bloggers. Even if the Wi-Fi is not accessible due to a remote location, people will not spare you. Fast Internet is something everyone expects. The same level of annoyance may not have been produced at an outdoor farming expo, where people’s expectations are much different.

Bottom line: Marketers need to understand the standards and expectations that our customers have grown accustomed to.

No. 2 : High expectations

The reason people get frustrated with technology is that they have grown use to accepting the new norm and expect that technology should provide countless options that are fast, intuitive, and easy to use. If it does not work that way, the customers get frustrated.

An angry post on the wall or a bad review is the outcome of this. In one way or the other, a reasonable expectation was destroyed. So, the next time Instead of just taking a reactionary approach, keep in mind a few tricks to calm the situation.

Here goes:

  1. Pat attention to the above factors

  2. Anticipate your customer’s ever-changing expectations.

  3. Respond quickly when such expectations are not met.

  4. Focus on the root cause rather than on what annoys the customers

  5. Understand that expectations vary across cultures and demographics, but certain norms that are almost universal, and the expectation of speedy Internet is one of them.

6. Understand that expectations constantly change, and just because something has not annoyed your customers today that does not mean it will not annoy them tomorrow

No. 3: Sluggish Speed

It is fair to say that your online customers are accustomed to a certain level of speed. Customers nowadays expect a page to load in less than 2 seconds. Expected load times vary depending on the type of media one is accessing, but speed is the universal expectation for almost everyone online. Speed matters more than anything else in generating a ‘positive user experience. You can imagine that sluggish Internet speeds is like having thousands of slow drivers in the passing lane preventing you from getting somewhere on time.

Bottom line: Waiting is never user-friendly. Whether waiting for a website to load or to receive a reply to a customer service complaint, customers expect speed.



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