Are we becoming too connected?

By Barry Garbarino

I know this might sounds blasphemous, but do you get the feeling that we might be getting a little too connected?  If you call someone and you don’t get them, you leave them a voicemail.  After that (just in case) you might send them a text message (on the very phone that you just used to give them a call.)  If that doesn’t work, drop them an email (from the same mobile device.)  And if the previous three ways do not get you in touch with the individual, you could post an “All points bulletin” or a B.O.L.O (be on the look out) on Facebook or even Twitter.  What ever happened to the good old busy signal?

I guess this type of over connectivity can be seen happening in some instances with social media.  All marketers love a good demographic that sits right in their sweet spot and if you know exactly where to advertise or promote to them, you would call that a winning situation.  Although with all the varied flavors of social media and user generated content appearing everywhere these days, marketers run the risk of oversaturation their key demographics with too many contact points.  That is, the consumer may feel like they are being stalked and may completely reject the marketer’s product or promotion.  In a worst case scenario, the marketer may tarnish or even create a negative view of their brand.

Even though you might be able to connect to your consumer in every way possible, try to look at it from the point of view of the consumer (your consumer.)  Do you want to be the target of a marketing campaign that greets you at every corner of your day?  Do you want the consumer to reject not only your product but also your brand? 

I would love to hear what you (the advertiser and marketer) are thinking.  Do you agree or disagree?  Let me know!  I welcome the conversation.