Knowledge is the hidden structure behind every success story, but just like everything else, too much of it can be chaotic and disorganizing.
The widespread obsession of the nature of information among distinct cosmopolitan civilizations have led to the increased addiction of information technology and social networks among the populace.
According to the authors, David Allen and Tom Wilson, in their 2003 publication “Information Overload: Context and Causes”, they posited that:
“We have moved, so the argument goes, from an agrarian economy and society through the ‘industrialization’ of society and are currently undergoing the ‘informatization’ of society to an information-based society and economy”.
How does this issue affect affiliate marketers?
A) The affiliate marketing industry is deeply rooted in information technology and social networking. Everything pertaining to monetization strategies and sales management is based on constant information delivery and awareness to targeted audiences.
B) eCommerce organizations and affiliate networks are constantly looking for new and effective information channels to gain access to their targeted audiences and customers quickly.
C) The different modes of advertising and promotional campaigns in online marketing have gradually led to an overload of information streams.
Most affiliate marketers are unsuccessful in their online career because they easily become confused and overwhelmed by too much information, options, and procedures caused by two(2) essential factors :
*Affiliate network packages– often provide too much marketing strategies, webinars, online courses,etc.,for beginners and intermediates in affiliate marketing. Also, eCommerce retailers and vendors constantly update their marketing strategy to always suit any current information trend, to win over attention.
In analyzing the study made by the Reuters report titled “Dying for Information?” It outlines other factors that causes information overload which are:
From these factors, we can assume that technology holds the highest rate of overload, because globalization and increased communication, are simply implications of technological progression.
See fig.1 below:
The Reuters report also shared some of the negative effects of information overload, as shown in the Infographic below:
|Infographic based on the Reuters study.|
Stress, distraction, delayed decisions, and time-wasting are usually the disadvantages of information overload, and it can slow down the success of any form of business, including affiliate marketing.
Providing a simple solution or fix for information overload is as good as providing a solution to end world hunger, because in our digital era information is just a click of a button, it is everywhere, and it is inevitable.
However, some preventive measures can be applied as an escape route to ensure that information overkill can be handled and controlled to suit individual purposes effectively.
This preventive measure would be categorized into; personal preventive measures and organization preventive measures, all in relation to affiliate marketing.
Personal preventive measures
A) The first point of escape from information overload is by applying a filtration strategy or mechanism. According to the 2016 paper titled “Information Overload: Causes and Cure “ written by Matthew Sadiku, Adebowale Shadare and Sarhan Musa, information filtration is abreast of the ‘withdrawal’ strategy, which both discard unnecessary information from any online organization or affiliate network (in this case). The withdrawal mechanism helps in reducing the amount of information an individual is exposed to. And through reduction, the act of filtration is applied side-by-side so that vital information is not totally lost.
B) Affiliate marketers, especially beginners, should avoid crowd mentality in adopting marketing strategies. It is indeed, crucial to utilize a purposeful and unique strategy to avoid much distress. For instance, If your affiliate marketing is better with PPC campaigns, stick to that procedure, if it is better with content marketing or blogging, the same principle applies. One prolific strategy can create an impact for Mr. A, but might not create that same impact for Mr. B.
C) Revenue diversification is important for increasing monetization, but it is more useful for affiliate marketers in a random niche. Don’t try to be an affiliate marketer in electronics (which is your preferred niche), and try to be an affiliate marketer in beauty products (which you do not have knowledge about) at the same time. The exceptions here, are affiliate marketers who have a passion for random categories such as; news, entertainment, sports, etc.
D) Beginners in affiliate marketing always fall for the trap of signing up for too many affiliate networks, such as; CPA programs, referral programs, CPM programs, and eCommerce networks, because of being overly enthusiastic about making money online, and again, most experts in the industry keep encouraging such strategy in their training programs or courses. While this may seem beneficial in a long term, at the initial stage of getting used to the affiliate marketing journey, signing up on too many affiliate networks could easily lead to a confusing state:
*first off is the confusion of who to market for? With so many enticing options and information offers projected by vendors, knowing who to sell for becomes a huge problem and can easily minimize your initial enthusiasm by throwing you off-balance.
* secondly too many newsletters. If you are an affiliate marketer, reading this post, check your inbox and start unsubscribing from unnecessary newsletters sent by affiliate networks, eCommerce vendors, self-help marketers and tutors. Restructure your mailbox by applying the filtration and withdrawal strategy.
An organizational approach to preventing information overload.
Affiliate networks, eCommerce retailers, and social networks all thrive with information because, information remains powerful. Any organization with the most information channel possesses more influence above its competitors, a good example: Google Vs Bing, Facebook Vs Twitter, and so on…what makes Google and Facebook ahead of their competitors, can be attributed to the elaborate amount of information they provide for their users (who have become addicted to these sources for a long period of time).
It is therefore impossible for an organization to avoid information overload, not when digitalization is becoming exponential. However, regarding the Reuters report, regulation can be a simple approach for organizations to utilize, in balancing their channels.
Establishing active regulations, and regulatory agencies to checkmate the activities of information dished-out frequently my these organizations can help to detect information that proves valuable and those that do not.
Structuring these regulatory agencies should be carried out by governmental institutions preferably, because most eCommerce and social networks are sometimes ignorant of the dangers of information overload to their audiences and affiliates.
Top directors and officials of these networks are sometimes ignorant of the fact that they are indulging in information overload, because they are only focused on issues concerning competition and ROI analyses.
For these reasons, structuring regulatory agencies on preventing information overload by online organizations, must require some interference from governmental bodies into the feedback mechanism of the free market and online industry.
Notwithstanding, an organization can avoid government interference and regulatory agencies, if they decide to take information overload seriously, by making sure they shutdown non-valuable information channels and unnecessary media innovations that their users and affiliates are exposed to, thus, giving priority to only what makes their brand unique and specific.