30 seconds or less – that’s how long you’ve got to get your customers attention! A new report conducted by YouGov has discovered that UK consumers are on average spending 30 seconds or less reading or listening to online marketing communications. That means you don’t have much time to get their attention!
The report looks at consumers’ perceptions of marketing and how they engage across different online channels, including email, mobile and social media platforms.
One of the key things that they found was the practice of ‘dual screening’, namely using more than one device at a time! 44% of people do it at least once a week, and 26% of 25-34 year olds do it daily – youngsters today!!!! (64% of 55+ year olds have never done that ‘modern thing’!)
Some of the findings that emerged from the report (hope you’ve got time for this!) show that when it comes to receiving marketing messages from businesses:
- 50% of consumers spend on average between 5 and 30 seconds on incoming marketing emails
- Only 32% spend the same amount of time on SMS texts
- Only 27% spend 5 to 30 seconds reading Tweets, Facebook posts and other social media channels
- Only 8% of consumers read every marketing email they receive, compared to 43% who are reading less than half
- Consumers are most likely to look at or read marketing content from brands on weekdays between 5.00pm and 11.00pm (23%)
What’s quite interesting is what those that do engage actually do and want…
- 33% expect brands to contact them with relevant incentives and discounts within a day of ‘subscribing’ or registering
- 61% feel more positive about a brand when marketing messages are personalised
- 53% are more likely to purchase when a brand personalises digital communications
The message is clear when it comes to ‘marketing messages’ …
- Be Focused – focus on the customers you want to engage with, and the ones that want to engage with you!
- Be Relevant – give them stuff they want!
- Be Personal – demonstrate you know who they are (and what they want!)
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To be honest, I can’t help thinking that these messages apply to ALL marketing! It’s what we see 3D Businesses do – it’s 3D Characteristic #4: They Forget CRM and Think MCR! That means Maximising their Customer Relationships by giving the best to, and getting the best from, the customers they want!
Are you and your marketing Focused, Relevant and Personal?
