04 Dec Marketing in a Distracted, Digital World
New market conditions call for new marketing strategies.
In today’s world, digital media is so pervasive that it’s no longer considered unique; it’s a way of life. Virtually everyone has a smartphone, and most individuals and households have multiple smart devices, including tablets, phones and computers. This prevalence, coupled with the rise of Big Data, digital marketing tools and social media, has given marketers the power to pinpoint specific audiences with advertising messages.
But while advertisers continue to pour money into digital media, consumers are so saturated that they’ve begun ignoring ads or actively avoiding them. The rise of ad fraud, where clicks are falsified to drive up cost per click (CPC) and bid rates, has resulted in billions of wasted advertising dollars, with real people only viewing about 40 percent of digital ads.1 To connect with consumers today, marketers need to re-think their strategy and focus on creating quality brand experiences, rather than on high-volume ad exposure. It’s time to take a second look at your approach and put people first.
Can we have your attention?
People today are more distracted than ever, with multiple screens and devices being used at all-time high rates, often at the same time. Have you ever searched something on your phone or tablet while also working on a laptop or watching TV? Then you know what marketers are up against. Our attention spans have plummeted as a result of digital overload — consumers now have an average attention span of just eight seconds.2 That means advertisers have a better chance of keeping a goldfish’s attention than the average person.
Streaming websites like Netflix gave rise to another key consumer trend: cord-cutting, which began with people canceling subscription cable and opting to stream TV shows ad-free instead. Cord-cutting has spread to other media, with more and more consumers choosing to tune out traditional advertising channels, including social media. Feeds have become so flooded with ads that people either ignore them or stop logging in completely. And on desktops and browsers, consumers are actively avoiding ads: an estimated 69.8 million Americans have installed ad-blocking software.3When you add it all up, it makes breaking through the noise and being heard more than hard. It’s now close to impossible.
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Thank you to Marketing Land for this interesting article.