This is a guest post by Simon Cliffe from Branch Road.
Recently my wife tasked me with booking the family summer holiday. I have a 40-minute train journey into work, so a perfect window for doing research.
Typing ‘family summer holiday’ into Google, I was bombarded by zillions of search results recommending holidays from Costa Brava, to Malta, Crete, Mexico and so many more.
After five minutes of flicking through the various web pages, I felt overwhelmed and confused. Then for the rest of the day, I was followed around by an online advert trying to convince me to book a cruise.
For consumers, the colossal amount of content, PR and marketing messages out there can be quite a turn off. We’re busy people and we don’t have time to sift through it all. For brands, cutting through the data deluge and attracting our attention in a meaningful way, has become a real challenge. So, how do you do it?