I have recently become familiar with The Beatles, and it took me so long because their discography always seemed so intimidating.  Where would I start?  Trying to run a band myself, I wanted to understand why they were the greatest band in the world and how they became that.  So, I jumped in head first.

I started to watch a documentary series on them and was astonished at the reactions people had to them.  They were just a band from Liverpool, yet they had thousands of fans screaming and crying wherever they went.

I started to realize something.  We will never see the equivalent of Beatlemania again.  Today's media has taken away the appreciation that fans felt back in the 60’s.  In one of my favorite digital marketing blogs, media burnout is discussed.  We have been given too much control, and we end up over-exposing ourselves to the things we love.  Back then, seeing The Beatles play on Ed Sullivan was a huge deal.  You got to see them beyond the pictures and watch them perform live on video.  How crazy is that?  Now, we just type in our new favorite band on YouTube and see any live performance we want.  With all the access we have, we have a responsibility to ourselves to not burn ourselves out on the things we love.

So, what can we do as marketers?  If we apply this to selling products and services today, over saturating the audince isn't the best idea.  We can generate much more excitement if we hit our audience at the right time instead of all the time.  Just try and remember that overplayed song that you used to love.