I recently read a statistic from marketing guru Ekatarina Walter that turned my thinking on marketing strategy upside down:
“The modern adult’s attention span is between 2.8 and 8 seconds”
Stop and think about that a moment. How is it possible to learn anything worthwhile in such a short timespan?
We’re all guilty – we have a few spare moments, or need a brain break, so we scroll through our “newsfeed” to see what our friends are saying, what the brands we follow are tweeting, and the latest photos in our Instagram feed. It’s faster to get a quick read on the world through our social media of choice, than to sit with a newspaper or magazine – and it is much more immediate.
However, social media has forever impacted the way we find and consume media, and has created a demand for immediate news that can be accessed anytime, anywhere. In turn, it impacts the marketing strategy we use to market to an increasingly “newsfeed” focused audience and makes it challenging to actually grab and hold a consumer’s attention. This phenomenon – aptly nicknamed the “Newsfeed” mentality by Ekatarina Walter - is most likely a result of the way content is delivered on social media.
Marketing in newsfeed snippets requires an adjustment to typical marketing strategy. I don’t mean to imply it should completely change your existing marketing tactics – rather it has created an important new tactic for marketing to your consumer called “Real Time Marketing.” While traditional marketing tactics still play an important role in marketing strategy, in today’s social media focused environment, brands must develop a real time marketing strategy to stay relevant.
Things to consider as you develop your real time marketing strategy:
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.