Mumbai: The digital age has brought many benefits to consumers, such as convenience, choice, and access to information. However, it has also created a new challenge for brands: how to capture and retain the attention of their consumers in a crowded and noisy online environment. According to a Microsoft study, the average human attention span has dropped from 12 seconds in 2000 to eight seconds in 2015, which is less than that of a goldfish. This means that brands have only a few seconds to make an impression and persuade consumers to engage with their content, products, or services.
The attention gap is a serious problem for marketers, as it affects the effectiveness of their campaigns and the return on their investments. According to a report by HubSpot, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations, and 72% of consumers expect brands to personalise their communications. However, only 22% of consumers are satisfied with the level of personalisation they receive from brands. This indicates that there is a mismatch between what consumers want and what brands deliver, which leads to lower engagement, loyalty, and conversion rates.
How to bridge the attention gap
To overcome the challenge of the attention gap, brands need to adopt a customer-centric approach and create content that is relevant, valuable, and engaging for their target audience. Here are some strategies that can help brands achieve this goal:
● Use data and analytics to understand customers: Brands need to leverage data and analytics tools to collect and analyse information about their customers, such as their demographics, preferences, behaviors, needs, and pain points. This will help them segment their customers into different groups based on their characteristics and interests, and tailor their content accordingly. For example, Netflix uses data and algorithms to recommend personalised content to its users based on their viewing history and preferences.
● Create compelling stories that resonate with customers: Brands need to craft stories that connect with their customers on an emotional level and convey their value proposition in a clear and compelling way. Stories can help brands capture the attention of their customers, build trust and credibility, and inspire them to take action. For example, Airbnb uses storytelling to showcase the experiences of its hosts and guests, and how they can discover new places and cultures through its platform.
● Use multimedia and interactive content to enhance customers’ experiences: Brands need to use multimedia and interactive content formats, such as videos, podcasts, infographics, quizzes, games, etc., to deliver their messages in a more engaging and memorable way. Multimedia and interactive content can help brands attract the attention of their customers, stimulate their senses, and encourage them to interact with their brand. For example, Nike uses interactive videos to showcase its products and features, and allow its customers to customise their own shoes.
● Optimise content for different channels and devices: Brands need to optimise their content for different channels and devices that their customers use, such as websites, social media platforms, mobile apps, email newsletters, etc. This will help them reach their customers where they are, provide them with a consistent and seamless experience across different touchpoints, and increase their chances of engagement. For example, Starbucks optimises its content for different channels and devices by using responsive design, mobile-friendly features, social media integration, etc.
Giving his two cents on this rapid transformation, Wing Communications CEO & founder Shiva Bhavani said, “We believe that in today’s competitive market, it is not enough to just create content for our clients. We have to create content that matters to their customers. That’s why we use cutting-edge tools and techniques to understand the needs and preferences of our clients’ target audience and craft personalised and relevant stories that capture their attention and inspire them to take action.”
Conclusion
The attention gap is a reality that brands have to face in the digital age. However, it is not an insurmountable obstacle. By using data and analytics, creating compelling stories, using multimedia and interactive content formats, and optimising their content for different channels and devices, brands can bridge the attention gap and retain the attention span of their consumers.
The article is authored by Wing Communications CEO Shiva Bhavani.
