Marketing to an 8 Second Attention Span

Today’s marketers are faced with a problem that seems to be compounding by the year. Potential customer’s attention spans simply are not as long as they used to be. As of the first of the year the Nation Center for Biotechnology Information has concluded that the average U.S. attention span is a meager 8 seconds. This is a substantial decrease from the 2000 average of 12 seconds. In 2014 consumers are so inundated with messages across all media platforms that marketing messages are routinely drowned by the constant flood of information. Simply put in the modern world marketers must earn the right to tell consumers about their products, and do so in a way that uses their time as efficiently as possible.

An example that elucidates this problem is the way people now watch TV programs. With the explosion of online streaming platforms audiences now have control of when and where they watch their programming. Often times they pause the show to answer a phone call, check their e-mail, or grab something from the fridge. The window is quickly switched when anything vaguely resembling an advertisement comes up if they have not opted for a premium service that excludes advertisements all together. If people are not willing to sit still to watch their favorite television program, they are not willing to sit still to watch your advertising.

Entrepreneurs need not be discouraged by this fact. The volume of transactions in the economy has grown exponentially as attention spans have shrunk. This new technological environment has created an opportunity for marketers who are savvy enough to adapt to these changes to score prime real estate in the minds of consumers. The messages that resonate with customers haven’t changed dramatically. Customers still expect high quality, excellent service, and an appreciation of their patronage. However; these messages have to be condensed and communicated through mediums that are relevant to their targets.

Digital signage technologies, like, take advantage of this by offering multiple stimuli through one medium. They can be integrated seamlessly with social media platforms to drive communication across multiple platforms to further strengthen customer relationships. If your communication efforts appear to be falling on deaf ears you may benefit from a more interactive form of relaying messages.