We live in a world that is ever changing. New software developed daily. New apps launched hourly. New products produced quickly. All to better our lives.
Communicating messages quickly
Not only are offerings rapidly changing but the speed in which messages are being communicated are faster and faster to play to today’s attention span. Today’s consumer expects instant information and if they don’t get it, they will move on somewhere else.
Since the year 2000, the average attention span….SQUIRREL…dropped from 12 seconds to 8 seconds according to a study conducted by Microsoft Corp in 2015.
Watch this clip from the movie Up, if my ‘squirrel’ reference doesn’t resonate with you.
Whether or not you buy into this idea of the consumer attention span shortening or not, I think we can all agree that in this digital world of immediacy one must capture the attention of your audience in the first few seconds or it is bye-bye consumer. Think about the abundance of messages out there. The most sought after consumer segment, Millennials, demand a good customer experience and part of that experience, is delivering the answers or information they expect in an immediate fashion.
Engage now or else.
• According to a Google study, 53% of mobile site visitors will leave a page that takes longer than three seconds to load.
• YouTube has a skip ad function after 5 seconds.
• If a video advertisement takes too long to load, the consumer will desert.
These are just a few of the many factors out in communication land that can affect your brand message and potential revenue. As marketers, we need to keep the customer’s attention by coming up with fresh ideas and meeting the customer’s needs and wants in a timely fashion, to keep brands in the forefront of people’s minds.
A small space of time
“The attention span of the consumer has been shortening year after year,” says Jan Ball, Ball Retail Principal – Brands and Strategy. “However, this is not a new reality for those of us who work in retail communications. We’ve always known that you have a new york minute to attract attention, deliver a message or set up a sale conversion in the retail segment.”
So as we live in our fast paced world, with our brains processing multiple messages, we need to be aware of and play to the attention span of our audience because a few seconds can make the difference in sale or no sale.
Tina van der Linden – Retail Reshift Manager
Execution of plans in a timely fashion moves brands forward.