Short consumer attention spans.
For modern digital marketers, it’s one of the biggest struggles to optimizing consumer engagement despite having more channels than ever before. In fact, the average consumer attention span has decreased over the last decade to just 8 seconds (!), but I’m sure we all know people will shorter attention spans too!
Why the decrease in attention? Well, for one thing there is so much competition for the attention of a consumer wherever they turn that they need to be able to process information quickly and determine whether it’s relevant or not. If the information or content fail to pass the test, the consumer moves on, and they do it without remorse. This is shown in the poor marketing performance metrics where we see almost 80% of our efforts fail, yet consider that a good showing.
Over the next several months, I will be investigating and revealing how a marketer should adapt to this new trend. To begin, take a look at our recently released eBook called, “Marketing in the 8-Second Era” that goes into greater detail the causes and effects of short attention spans and how to begin strategizing for success.
For a quick preview, I’m going to talk about the first three seconds of any engagement that matter to a consumer:
- Language – Have you ever received an email or seen an online ad in a language other than your own? Did you click on it? Probably not. The overwhelming majority of consumers will not engage with a brand unless the content or information is in their preferred language. If you don’t get this right, then everything else doesn’t matter.
- Channel – Is the consumer expecting to interact with you via the channel you’ve chosen? I can’t tell you how many people I’ve been around have immediately thought less of a brand that has sent them an unexpected text. On the other hand, financial service companies have increased their brand value by engaging consumer with timely account information via text messages.
- Relevancy – This is where your data insights hit the road. Is the message relevant to the consumer? If not, a consumer will quickly ignore the interaction and move on, potentially to a competitor.
What happens next? Download our eBook here and learn how to properly engage and optimize customer interactions in the ‘8-Second Era’.