Consumers are overwhelmed with data. Every year we create more information than we did in all of the prior 100 years; we double the amount of information available to us every two years. Consumers are inundated with information and must constantly choose what information to filter out and what information to let in. Information that emanates out of a group they identify with and prescribe to – their tribe – is often what is let in.
A group only needs two things to be a tribe: a shared interest and a way to communicate. Today, content is what connects us all and brands must find a way to develop content that meets customers where they are. This means giving your customer something of value to engage with in both the physical and digital realms.