Engagement and Simplicity: You Can Have Both

Writer Patrick Spenner took a bold stand in his article, "Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity."

"Marketers are generally pushing out too much information, causing people to over-think purchase decisions and making them more likely to change their minds about a product, be less confident in their choice and less likely remain loyal to the brand."

Wow. That's a titantic-sized paradigm shift from the thousands of articles heralding "content is king," encouraging companies to blow out information to win at SEO and everything else ...

Parts of Spenner's article had me out of my chair cheering. Yes. Building communities because it's the fashionable thing to do will never work. Lots of information that's not useful will not be made more useful providing more of it.

But Spenner was a little off course, too.

There are plenty of organizations with which people do want a relationship and more information—and the organizations had better be ready to deliver.

In my view, "delivering" means engagement and simplicity.

I wrote about the importance of simplicity in communication last year. The trails of sophistication forged by the giants like Amazon have changed expectations forever. Period.

But that doesn't mean engagement is yesterday's buzzword.

The most effective campaigns we've launched for clients are based on a single, powerful idea and allow people to take action, quickly and simply. The strategy is well tested and wins every time—trust me.

And that is where the real challenge is. Gauging how much information is needed. Organizing it skillfully. And presenting it in a way that is useful and easily digestable, amidst fierce competition.

Simplicity, therefore, is an essential part of true engagement, not the opposite of it.