The average human’s attention span dropped from 12 seconds in 2000 down to eight seconds in 2013, according to the National Centre for Biotechnology Information.
That officially places us behind the intellectual might of goldfish which boast a full nine second attention span.
US-based marketing software company Signal’s senior vice president of marketing, Joe Stanhope, told yesterday’s Forrester Research Summit for Marketing and Strategy Professionals that marketers need to have a strategy in place to manage this shorter attention span.
“We’re fighting for a smaller share of a very specific consumers’ attention span,” he said.
“You have to move across all these different devices and keep their attention, be continuous, keep relevant and you have eight seconds to do it. Go. You’d have better odds with a goldfish.”
Developing a strategy and marketing plan to keep the consumer’s attention span is now a very challenging environment, according to Stanhope. The fact that it’s fallen to eight seconds enforces the notion that disruption in the marketing landscape is well under way.
While Stanhope said it’s frustrating as it’s piling new strategies on top of old ones, this can actually be a great opportunity for marketers as everyone is affected by this.
The traditional “brute force” approach to marketing doesn’t work anymore.
“There’s a brute force answer to every marketing problem,” he said. If you’ve come across a problem in your marketing, Stanhope said companies will generally get more data and more technology, but they haven’t actually solved the problem itself.
“It doesn’t work or none of us would be here today.” Instead of using this “brute force” approach and buying a whole heap more data and tech gadgets to solve the issue, Stanhope said marketers need to make the current data and technology work better together.
There is no one piece of technology you can buy off the shelf that does everything for customers at every touch point, Stanhope said we need to integrate the technology we do have properly into our marketing strategies.
Marketers need to make sure all the data is across a brand’s myriad of touch points and interactions and then synhronise it. Marketers then need to take action in the right location at the right time.
“We only have eight seconds.”
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]