Best Practices
5 Examples of Brands Overcoming Channel Fatigue

5 Examples of Brands Overcoming Channel Fatigue

October 16, 2023
5 min read

Channel fatigue is a growing concern for businesses and consumers alike. Also called “channel fog,” the simple concept refers to the growing overabundance of communication and data options available that flood the channels and dampens the efficacy and output.

Channel fog is an issue with marketing, customer service, and internal operations alike. It leads to a chaotic and complicated number of notifications that employees and customers must wade through as they attempt to interact with a brand.

The struggle of choosing what channels to use — as well as how and when to use them — is a critical decision for any business. They must find ways to isolate and optimize the right channels if they’re going to make the most of the technological tools they have available.

Thankfully, there are companies working on cutting through the clutter.

These Companies are Fighting Channel Fatigue

They are bringing effective, simplified solutions to the ongoing channel fatigue epidemic.

1. Hubilo Is Automating Webinar Content Repurposing

Webinars are powerful teaching tools. They provide deep, experience-driven insights that mimic an online lecture or classroom setting.

However, by their very nature, it’s difficult to repurpose webinar content for other marketing platforms without spending hours sifting through endless footage and audio. This is a tedious process that can leave a team exhausted.

Hubilo is fighting this fatiguing activity by repurposing content into more digestible sizes and formats with its Snackable Content Hub. The product, along with its webinar platform, uses AI to automatically dissect and generate shareable content from a webinar. It goes beyond pulling a quick quote or sound bite from an opening monologue. The software can create ready-to-use video clips, postable social posts, articles for a company blog, and even e-books, all using the essence, information, and takeaways from a webinar.

The process is quick, saves a ton of effort and resources, and makes the repurposed content turnaround time quick. The tool integrates all of the customer-facing channels associated with creating and promoting a webinar into a single, unified, and streamlined experience.

2. Native Social Media Platforms Are Improving Targeting

One of the most saturated collections of marketing channels is social media. The sheer number of platforms available makes social media a convoluted marketing option with incredible upside …if you can get your message through the clutter.

It’s tempting for a marketer to look at the billion-plus users on Facebook and try to reach as many of them as they can with each campaign. But the truth is, that kind of broadside marketing doesn’t work anymore. Most channels are fatigued because they’re inexpensive to access and thus easy to flood with content.

Companies that want to overcome the fatigue of too many social channels should look for ways to contain rather than expand their messaging. They need to be more targeted and surgical with how they approach their audience, and native social platforms are making this possible.

Platforms like LinkedIn and Facebook, for instance, allow businesses to target messages based on age, gender, geography, interests, etc. This isn’t new, but it’s quickly becoming an essential part of overcoming channel fatigue.

As businesses look for ways to cut through the clutter with targeted messaging, they must lean on the personalization features that social media advertisement offers. These help reduce the number of generic messages that reach a target audience, replacing them with occasional, highly personalized alternatives. The best part is that the tools are often built right into the platforms themselves, making them easy to use.

3. Quiq Is Using AI to Meet Customers Where They Are

While the first two examples focused on customer-facing promotional efforts, the channel fatigue goes both directions. When customers attempt to interact with the companies that they patronize or are thinking of patronizing, it can be overwhelming trying to find the right communication point.

Brands use everything from phone calls and text messages to emails and social media to communicate with customers. The variety is fun to consider in theory — especially compared to the snail mail and landline phone options of the past. However, the sheer number of options can be overwhelming for consumers looking for answers.

Quiq is using artificial intelligence to address time and energy issues with an emphasis on proper customer care. The company has created an AI-powered Conversational Platform that unifies the various communication options within the world of customer service. This makes it easier for companies to solve channel fatigue by turning several channels into a single, streamlined experience.

4. Slack Is Unifying Internal Messages

Internal communication is just as inundated with channel fatigue as external communications. Many companies juggle a variety of communication options as they strive to keep their individuals, teams, leaders, and departments connected. Email, texts, and calls are commonplace. Often, tools like Google Workspace or Asana will come with internal messaging systems, as well.

These are convenient in specific contexts. Taken together, though, they can create isolated conversations, disconnected teams, and siloed information.

That’s where a tool like Slack has been a game changer for many companies. The single, comprehensive communication dashboard allows teams to send both direct messages and group messages.

They can exchange media, upload files, share screens, and join video and audio conversations. In the increasingly remote-first work world, this is especially important. Slack takes time changes and international communication complications into account.

Along with the convenience Slack offers, in the context of channel fatigue, the platform unifies a company’s internal messaging. It provides a single bank of interactions where employees and managers alike can centralize information, share files, and maintain easy-to-reference conversations.

5. UserIQ Is Providing Critical Customer Insights

For most companies, combatting channel fatigue isn’t a preventative effort. It’s a present and ongoing battle. The perpetual influx of new marketing, customer support, and internal communication channels has been going on for years now. The challenge facing many leaders is figuring out how to claw their company back to a state of simplicity as far as communication is concerned.

Considering the pre-established struggle of channel fatigue, the first thing most brands need to do is invest in tracking the success and failure of their existing communication efforts. If you’re using half a dozen social media platforms, which ones are creating traffic or generating leads? If you’re sending emails, which headlines or body texts are leading to clicks?

UserIQ is an innovative platform that is helping brands track the impact of their channels. The platform helps customer success teams improve customer insights.

The brand’s goal goes beyond tracking data. It seeks to flesh out laser-focused insights that help increase customer engagement and retention. These are critical considerations for any company looking for ways to overcome channel fatigue and help their customers have positive, rewarding brand experiences.

Overcoming Channel Fatigue

Channel fatigue is a real struggle and one that plagues companies both within and without. It’s also a problem that doesn’t have a “quick fix” solution. Instead, leaders must look for tools like those listed above to address each area where fatigue is an issue.

From streamlining content repurposing with AI-powered tools like Hubilo to improving customer insights with expert analytics platforms like UserIQ, there are many ways to simplify the communication process. This ensures that a brand is getting the most out of the cutting-edge capabilities of modern technology in the workplace.

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Mikel Fields

Mikel is the Managing Partner of Castello Branco Fields that consults brands strategy for small businesses and growing brands that are making an impact in their local market. Mikel's clients typically already have a proven concept and an established brand but need help with finding and executing a brand strategy that increases local and regional brand awareness to better scale their businesses model.

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