Every time we are more surrounded by information and data, brands have increasingly access to it and are increasingly dependent on the proper use of the data, which have become the key to understanding consumers, but the truth is that they are not the only ones who have to face an information avalanche, own consumers who analyzed making use of the data is also a victim of the data itself and information overload.

The truth is that the emergence of the Internet and the growth of it, and the increasing birth of derivative products and conquering new frontiers in access to information are becoming increasingly we are immersed in a world with more and more items information.

And this creates a lot of tension and a context in which consumers are subjected to an overwhelming flow of data. According to IBM, 90% of all data that exist in the world today were created in the last two years (i.e. two years has generated more information than in the past thousands of years). Today it is possible to know everything and is very easy to connect to virtually anything. You can access any data, any source of information and that creates an overload.

Too much data and too overwhelming

As pointed out in an analysis MarketingProfs are not just consumers who are in a kind of paralysis. Excess data paralyzes us: we have so much information at your fingertips that really do not know what to do with it. Where do I throw? What should I know? What should I read? What should I not miss? And, at the same time, consumers are subjected to a higher voltage reaching the other parallel path. In a world always connected and where things are always happening, it is very easy to be to stay with the information that should not be or not to process what I had to process what it should. It is what is known as FoMO by the acronym for fear of missing out, fear of being left out.

Therefore, we know what we need to know and seek to tell us what happened and what we have to consider. Yes, that’s what makes increasingly use more and more certain media to access information (finally, after all, that’s what the media have always done: they organize information for us and are the ones who decide what will interest us) but it is also what makes it increasingly more trust in technology tools to know what happened and what we know and what makes increasingly more important certain elements. This flood of information and this need to be able to know what matters is what makes social networks are increasingly using algorithms to mark which serve us and so that the consumer feels that has not been anything important without to know.

In short, the era of the algorithms is just around the corner. Consumers will not simply access the information they will access what algorithms consider to be accessed and that is relevant to them. Problems in how access information will now others.

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Change the rules of the game

What impacts will all this? The truth is that the effect of this change is having and will have in the future for brands and consumers is much deeper and more decisive than it may seem at first glance. In the future, the information will no longer come in a way so to speak organic to us. It will no longer be so important that it is relevant or informative matter but rather the fact that it understands what the algorithm is important.

You could say that access to data will, in general, a kind of equivalent to SEO: the information is everywhere, marked by what algorithms want and what they think is important and therefore the information is also in virtually all scenarios marked by what he is saying to them. To put it in a colorful way, information will have to make a sort of SEO everywhere.

The problems that arise from this are obvious. As happened with search engines at the time, the data will not be so marked so it is really important as what is known tell the algorithm shift? Those who succeed reach the receiver and those who get connect with the consumer will not be those with the most relevant information but who achieve better understand how the language will prevail in social networks, mobile workers or new agendas to help organize everything we have in works all our devices. And so media and brands will have to learn a new language.