Marketing to a time-poor generation
As technology advances and we spend a lot of time scrolling on our phones, marketing to a time-poor generation is becoming the norm.
It is also safe to say that our attention spans are becoming shorter. Technology and the demands of modern life, such bringing up a family, seeing the world and fulfilling an ambitious career, have meant that we all are expected to fit so much more into 24 hours than ever before.
Who is the time-poor generation?
The time-poor generation is everyone who uses technology on a regular basis. This tends to be anyone from the ‘millennial’ generation and beyond. We have grown accustomed to technology and its huge impact on our lives. Having everything we desire at the touch of a button within seconds has become the expectation in everything we use the internet and our devices for. This generation are the ones who have their phones with them at all times – and probably have a mild panic attack when they can’t find it!
With everything moving at a much quicker pace, we have adapted our lives to keep up. Therefore, we have no more than a few minutes to find any information which we may want or require.
Marketing to a time-poor generation is hard
This time-poor way of life means we need to organise and prioritise. This often results in the ever-popular scan and read or delete process. This makes the job of a marketer very hard.
Did you know that the average attention span is only 8.25 seconds? That’s less than the memory of a goldfish, which is nine seconds, by the way. In addition, if you haven’t captured someone’s interest in three seconds, then they are gone!
Let’s get to the point
With such little time to attract attention, let alone convert, you need to be clear from the outset about what you are offering to your audience. From sending an email campaign to planning your video content, it is important to gain that attention from the very beginning before leading into something longer or more detailed.
Here are some simple ways to ensure that you capture people’s attention:
1 / EMAIL CAMPAIGNS – A strong title is definitely needed to initially catch the reader’s attention when browsing their inbox. Actually, this is true for much marketing communications, such as a social media update or blog post. Know your customer, know your offering and deliver what you’re confident will make them click.
Analysts at Experian examined the results of mailing lists when using emojis in the subject line of the email. According to the survey, the open rate of letters with emojis in the subject line was 56% higher compared to the plain subject lines. (*)
Using emojis had an increase of unique openings by 29%, an increase of and a unique click rate by 28%. (*)
Use emojis to make your email campaign subject header more appealing. This also saves characters and time by replacing words like ‘love’ with a heart emoji.
2/ SOCIAL MEDIA IMAGERY – A picture can speak a thousand words. What will catch their eye when scrolling through their social media news feed? On a website or in an email campaign, a mass of words needs to be broken up with images to keep the reader’s attention. You may have some fascinating things to say, but that doesn’t mean they won’t get bored if they don’t have some images to draw them in too.
80% of marketers use visual assets in their social media marketing. Video alone (63%), has also surpassed blogging (60%) as a social media marketing asset.
When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
3/ WEBSITE COPY – Content is arguably the most important, but also undoubtedly, an essential aspect of any marketing campaign. No words = no voice. How are you supposed to be persuasive without indulgent words? This is when pictures or videos just aren’t everything. Even when you’ve grabbed their attention, you won’t have it in your hands for long. So, you need style and substance together.
4/ BLOGS – Blogging for businesses is a key factor that can not go ignored in the world of marketing. As mentioned in our previous blog, high quality, succinctly-written, well-presented and engaging content will win over anything else.
43% of people admit to skimming blog posts. (*)
Make sure to get your point across with confidence. Quality is more important than quantity.
5/ VIDEO CONTENT – Cisco has projected that more than 80% of all Internet traffic will be video by 2021. (*) Video content is the new way to market a business, but make sure its short, snappy and to the point just like your business blogs.
Mobile video usage has increased by nearly 10 million daily viewing minutes in the last two years.
Limit videos to anywhere from 30 seconds to 2 minutes where possible to keep viewer’s attention.
6/ WEBSITE USABILITY – It’s all about user experience. It is important to ensure your website is mobile friendly. Over 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone. (Google, 2018).
The average time it takes to fully load the average mobile landing page is 22 seconds. However, research also indicates 53% of people will leave a mobile page if it takes longer than 3 seconds to load. (*)
Focus on how your website runs not just how it looks.
7/ CTA – A call to action needs some serious thought. It needs to prompt your readers and potential customers to follow up with the information you’ve provided. With no direction to follow, you’ll miss out on potential leads.
8/ Links – Don’t send emails without links, ever. Adding links to your email campaigns helps to engage your audience and drive traffic to your website. Even with social updates or internally linking to other pages on your website, links should allow your reader to save time when reading an email, enabling them to get more information at the click of a button.
Nearly 80 percent of social media time is now spent on mobile devices.
For people who are always busy, mobile-friendly marketing is essential. Ignoring mobile marketing is a surefire way to increase your bounce rate or to never have your emails read.
The key to reaching your audience is to give them what they want as quickly as possible and without too many barriers. Once you’ve mastered that, you will start to build loyal relationships which should lead to more doors opening for your business.
The average time spent on Instagram is quite telling about which marketing outlet you should focus your time on. That is, if your business is largely visual and will appeal to the demographic using the platform. Those under the age of 25 spend an average of more than 32 minutes a day on Instagram. In addition, hose aged 25 and older spend an average of more than 24 minutes a day on Instagram too. (*)
When you consider that we are talking about a time-poor generation, it is interesting that the amount of time spent on social media is increasing incredibly year on year.
Speed wins this race
Like we have mentioned previously, Google announced that page speed will now stand as an official ranking factor for mobile searches.
When you go on to a website and it takes a nanosecond longer to load than it should have, how often do you close the page because it was too slow? Our guess is more often than not. Don’t let your website be closed down because of loading speed. Ensure you save website images in their correct size and format to prevent them from negatively impacting on the loading time of your web pages.
Speed is crucial for that time-poor generation. Throw into the mix that users are even no longer searching things manually to cut corners and the proof is in the pudding. Did you know that 50% of all searches will be voice searches by 2020? (*) Times are changing all of the time, so keep up with your audience if you want to deliver real results for your business.
YOU’RE IN LUCK.
Here at the Typeface Group, we offer our expertise in creating a marketing brand which is perfect for your business. For more information, call us on 01256 614921 or email firstname.lastname@example.org so our team can assist you.
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