It may be that infographics and the like are a symptom of the ever-increasing need to convey more information in a shortened window of opportunity but that’s not going to stop us from sharing with you some compelling research into the diminishing return on attention that we see in consumers today.
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.
Consider these three key areas in the great tick box exercise of arresting consumer attention before you pour over the infographic below and if you have more time to spare and a quest for greater insights, take a look at this ebook:
- 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.
Still paying attention? Explore the ebook to learn more about the 8 second era.