Originally published in Naftemporiki on 26 March 2025. The original article is in Greek.
The original publication is in Greek. An English summary is provided below.
Customers are surrounded by advertising, notifications, email and social content competing for limited attention. This external article examines why more communication does not necessarily create more engagement and explores the role of authenticity, storytelling, memorability, surprise and personalization in breaking through digital noise. It also considers the boundary between useful personalization and intrusiveness, emphasizing transparency, customer choice and genuine value as foundations for trust and loyalty.
Key Ideas
- Customer attention is a scarce resource in an environment saturated with digital messages and interruptions.
- Increasing communication volume can create fatigue; quality, relevance and authenticity matter more than repetition alone.
- Storytelling and memorable creative choices can help organizations build emotional connection and improve recall.
- Personalization creates value only when it respects timing, transparency, customer choice and privacy.
- Winning attention sustainably requires empathy and meaningful value, not simply larger media spend or more frequent messaging.
