Today, time is our most precious resource. A glance is all you get. Marketers need powerful and intuitive tools that give them the freedom to experiment with creative ideas, collaborate and reach their consumers with attention-grabbing digital experiences in the moments that matter.
The phrase ‘content is king’ has long been the established wisdom for marketers. At the same time, by pursuing a content led marketing strategy, the competition for consumer attention has massively escalated. And for time-poor consumers, the result is often a noisy content barrage that detracts from the original intent — to engage them with positive, inspirational experiences — whether that’s in an e-commerce scenario or a brand awareness campaign.
According to web attention and monetization firm, Chartbeat, 55% of web page views get less than 15 seconds of attention.
For brands, this means there are only tiny windows of opportunity to grab attention: They have moments. And they have to make each moment matter by delivering ‘instant digital gratification’ — the best possible customer experience, instantly. Content is no longer the king; now it’s moments that matter.
Here are 15 recently published statistics that explore marketing through the lens of instant digital gratification.
1. 55% of internet users only use two or three trusted sites for their content discovery and purchasing. Carat CCS
2. 41% of people feel overwhelmed by the wealth of choice on the web, which makes it hard for them to make purchase decisions. Carat CCS
3. Meanwhile, 26% of people feel there is so much information on the net that it is hard for them to find what they are looking for when shopping online. Carat CCS
Source: Carat
4. 55% of web page views get less than 15 seconds of attention. ChartBeat
And whilst content is growing, consumer expectation on how quickly that content is delivered is growing in tandem…
5. 47% of consumers expect a website to load in two seconds or less.KISSmetrics
6. 40% abandon a website if it takes more than three seconds to load. KISSmetrics
But pages are getting heavier — more video, more images and more content is weighing down the consumer experience…
7. The average web page has grown by 20% in just six months — from 1491 KB to 1795 KB. Web Performance Today
8. Images account for 56% of the average page’s total size, an average of 1000 KB per page. Web Performance Today
Source: Web Performance Today
And yet experience is everything…
9. 80% agree that “our customer experience is our brand.” SDL/econsultancy
10. 22% of digital marketers see user experience as the most exciting trend of the year. Perficient
11. 78% of companies agree that they would be trying to differentiate through customer experience in the year ahead. econsultancy
Consumers are living for the moment because time is an increasingly precious resource. The same applies to marketers who are trying to tap into those consumer moments as they happen. And this content marketing crunch is a significant impediment to delivering the essential instant digital gratification that today’s consumers demand.
12. There are nearly 2,000 marketing tech vendors to choose from. ChiefMarTec
13. 69% of marketers feel challenged by a lack of enough time. IAB
14. 30% of marketers feel a lack of time to be their greatest challenge. Content Marketing Institute
Source: Content Marketing Institute
15. 21% said they spend 15 hours or more per week just managing marketing services vendors. Content Marketing Institute
In today’s fast paced society, everyone is searching for instant digital gratification, and moments are all you have to sate that need. But to react to moments, marketers need to connect in that moment, and until now, building something that can act as that immediate, rich, cross-platform trigger is a vexing task. But it can be done.
Download the Zmags e-book “Mastering Marketing in the Moment” which examines the four critical elements that marketers need to master marketing in the moment and provides insights on the tactics and best practices today’s most successful brands implement to cater to the momentary glimpses that consumers can spare.
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