One of the biggest advantages for digital branding and e-retailers is the ability to send rich information to consumers to a very low cost. However, the theory of information overload argues that more information leads to poor buying decisions among consumers as they are forced to take more effort to process the information (Chen et al., 2009). Nevertheless, it will be a great help for digital marketers to understand how consumers utilise the information provided by e-retailers to provide the most effective information to their consumers.
The Theory of Information Overload
The Theory of Information Overload can be described as follow: “When the given information load increased, the decision maker will also increase his/her effort to process it. Once the input surpasses the processing capacity, people should be overloaded by the processing of product information, the response rate will drop-off” (Chen et al., 2009, p. 50). However, consumers perceived information differently based on their background. Consumers with more online shopping experiences are able to process information more effective and efficient. For that reason, it is essential to understand the target audience and their usage of digital platforms. If your target audience has a lot of experience within online shopping, more information about the products and services can be provided. Inexperienced consumers cannot effectively handle too much information, and it crucial to cut down the for example the descriptions of the products and services on the website. Keep all information clear and simple.
Use Filter Tools
Filter tools on digital platforms like websites can help consumers to find the information they need and want, and it can prevent some information overload. Nevertheless, filter tools are not the cure to avoid information overload among digital consumers as the effects are not that powerful that they can turn a bad situation into a good situation. Instead, digital marketers should maintain information load at a level to stimulate an emotion of pleasure by a simplification of the information environment on all of the digital platforms.
All in all, “to overcome the barrier of information overload for these consumers, easy and user-friendly interfaces, interaction with store personnel, and personally feel products may be useful among others (Chen et al., 2009, p. 56)”.
