Marketing is all about selling attention. Attention, eyeballs and visibility on your brand. How do you get it? Why do you want it? When do you want it? Who do you want it from?
The average attention span of a human is 7 seconds. That is less than the attention span of a goldfish at 7 seconds. A recent study states that most healthy teenagers and adults are unable to sustain attention on one thing for more than about 20 minutes at a time, although they can choose repeatedly to re-focus on the same thing. Add on top of that, thousands of marketing messages every day and no wonder it can be hard to cut through
According to Forrester, the average customer consumes 11.4 pieces of content before making a purchase. That means you need to have multiple touchpoints, especially on your clickable digital channels.
In this age of ‘I want it now’ maybe we all have some form of attention deficit disorder? Think about how long you are willing to wait for information now? It’s is pretty scary, but we have been trained this way. So, we are the victims of our own doing.
Our job as marketers is all about attracting attention. In the digital world, we open our lives to publishers and marketers in exchange for having the world at our fingertips. From the moment we wake up until the time we go to bed, we are getting tonnes of messages targeted at us – at the gym, travelling to work, at work, whilst working, driving home, watching TV and even in the books we read and podcasts we listen to. You cannot escape it
We love being connected though right? With the internet we can search for almost anything, and much of the information is supposedly “free.”
Marketers having had the job of attracting since the start of civilization when the first marketplaces started. However, the difference is that now we live in a world where we have information at our fingertips. Actually, we don’t even have to type into Google, we can just ask Google home and she will tell us what we are want to know.
Consumers are willing to open our lives, our wants, our interests and our wallets in exchange for free information.
Half of the time we don’t even know what we want ourselves. We are waiting for people like the Steve Jobs of the world to put a device in front of us that we didn’t know we wanted until we saw it and then decided we had to have it.
emember when you are planning your marketing campaigns, that marketing is all about eyeball counts – the more eyeballs you get the more attention you get. And think about the journey your potential client needs to go through to even notice your brand when you send that email campaign or post something on Facebook. It’s time to up your game and become attention phobic.