3 Secrets Every Digital Marketer should Know in the Age of Low Attention Spans!
By Aditi Bhat
Today, consumers are witnessing an exponential rise in the ways to access information online and digest it. Since both the cost of advertising as well as the efforts involved in creating digital ads are less, brands are increasingly resorting to digital marketing.
Consumers are being bombarded with ads and as a result, they are becoming immune to them. In 2000, the attention span of an average human was close to 12 seconds but today it has reduced to about 8.
Ad immunity, coupled with decreasing attention spans signal a warning bell for advertisers. Brands need to create a unique, unparalleled digital marketing strategy if they truly want to counter the low attention span of consumers.
Here’s how brands can manage the same –
Google has specifically coined a term called ‘micro-moments’ to describe a new phenomenon. Today, consumers are searching for something or the other on the internet throughout the day. These moments during which the searches occur are known as micro-moments, and are gold mines for advertisers.
Let’s take an example where you are a company selling football jerseys and want to tap football fanatics. Football fans may search for tens of queries throughout the day, all of which can be tapped. If they are searching for a ground to play football, you can use those keywords to show ads that talk about buying a jersey for their game. If they are searching for a football game, you can show an ad that talks about wearing their team’s colors!
Use videos effectively
Pictures speak a thousand words and videos speak a million! Considering the fact that attention spans are becoming shorter, it is wise to use videos to convey information. Even if you want to use blogs as a part of your marketing strategy, make sure to create a video that summarizes the entire point of your blog. If consumers don’t want to read a blog about your products or services, they can at least watch the video and get an idea about you. This is a secret weapon that many online digital marketing courses may not teach you!
Personalize your communication
Generic communication does not work anymore. Brands need to segment their consumers and understand their specific traits, behavior, and psyche. Based on the same, brands should create ads that are tailored to specific consumer groups.
If you have t-shirts that cater to both a high-end segment and a mid-segment, create ads that talk to each segment in a way that they would like. In fact, you should geographically segment your consumers and make ads in their specific languages. Such detailing will go a long way in ensuring that your marketing communication content is preferred over that of other brands.
All in all, in today’s times, traditional marketing tactics no longer work. It’s an age where personalization and uniqueness of content determine which brands will shine through and which ones will bow out of the competition.