Customers are getting fatigued. Any new medium that is introduced makes room for advertisers and marketers to reach new audiences in amazing ways. On the other hand, consumers are able to benefit from this, by deriving value that would have gone untouched. But, in these transformative years, we are seeing consumers being so “plugged in” that they are reaching a point of connection fatigue.

The question we have to ask is, “At what point is being connected too much?” Our smart phones, Ipads and social networks (not to mention TV, radio and other “old” marketing channels) all force us, in one way or another, to hear a company’s message. You can’t go on to a FaceBook page, without seeing an ad, specifically targeting me based on your likes or dislikes. At first, we appreciate that creativity and coding skills it takes to create this type of socialized marketing. As time goes on, and the messages come at you faster, harder and with more force, connection-fatigue starts to set into your market.

This starts to create a problem. As a marketer for your business, your job is to be where the eyes are, grab attention and prove why you are better. That means, you have to be on the internet, in their phone and wherever else your market is looking. But just like being invisible is your nightmare, your market becoming numb is just as difficult. At least, while being invisible, you can make a splash and get noticed. But when you are commonplace, you could be everywhere, shouting at the of your lungs, and no one would care. The question is, what’s next?

The holy grail of marketing has always been being able to connect with customers. The less genuine customers perceive companies, the more they become disconnected. Larger companies have already noticed this. That’s why you’ll see them promoting cause-specific gimmicks like sponsoring a charity, “going green” or pure water campaign. However socially responsible these good corporate citizens are, the problem is human nature.

People don’t really care about something, unless it impacts them, personally. Sure, most people have a caring heart and enjoy contributing to a national or world-wide charity. But, when it comes down to it, the problems and issues facing consumers in their own backyards are what matter the most.

The companies that will reign the future marketplace will be the ones who are committed to communities. And we’re not talking the half-hearted, pr-driven, semi-annual fun-run. It’s a continued presence in the community, where the employees are natural evangelists and are involved in schools, ministries and fundraising events. These companies will be noticed as having a genuine interest in furthering the interests of the community. As such, loyalty will increase and markets will draw these companies into their trust, knowing that the more they enable these companies, the better the community will be for it.

People are smart, you’re smart. It doesn’t matter how many apps, commercials, mailing lists or online friends there are; you can smell a phony a mile away.  And as this recession draws on, these concepts of connection fatigue and meeting needs will be all the more relevant and required for any business strategy.