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The digital economy boom felt like a boon from the heavens for marketers across the world and across business fields. As radio and printed media began to decline in popularity, while outdoor and video ad space grew more and more expensive and inaccessible, digital marcom lifted off the ground and slowly became one of the world’s best liked way to promote brands.
For the user, being targeted online entails a level of control and filtration, which the interactive online medium presents over all other media.
For brands, it means cost efficiency, as well as a lot of flexibility – the ability to experiment with innovative, dynamic, and highly diverse means of attracting the user’s attention. But when the discussion turns to the user and their attention span, the problems with online advertising also being to rear their heads.
For, unlike other media, the digital one is a virtual, incessant flood of content, in all shapes and forms, from written text, to visual, video, and audio.
One SEO pioneer very aptly described the status quo on the digital scene as “more of a demand problem than a supply problem – how do you get people to care about important stuff amidst the avalanche of content we see each day?”
For those who still doubt that the Internet is a deluge of info, here are some statistics from a host of recent polls and studies:
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Statistics from a host of recent polls and studies
The Internet is now producing more content than ever
How much, in actual facts and figures? According to A Day in the Internet, there are 2 million new blog posts every day. 294 billion emails, including personal and promotional ones are sent on a daily basis.
The amount of video created during a single day could not be watched during a single life time, as it amounts to 864 thousand hours of footage. On a more granular level, 400 million tweets are broadcast each day.
Don’t count on the reader’s attention span
Far be it from anyone to say that readers nowadays lack the capacity to focus. However, given the fact that their attention is pulled one way or another with each passing second, it’s only normal that the human user should adapt their information filters. According to several data sources, the average ratio of users who do read the title of a given material is around 80 per cent.
Dismayingly, only some 20 per cent actually make their way across, to the other end of the content piece. Drawing users’ attention is the biggest issue in digital marketing, with tactics like community building slowly replacing the outdated models of content optimization.
First impressions still matter
The people behind one of the more important information resources out there confirm that, based on the headline of a given piece, traffic can either dwindle or explode. Their analyses have revealed a variation of nearly 500 per cent, based on titles alone. This is also because users employ this selection method, in order to decide which piece of content they are going to dedicate a fraction of their limited time to.
However, digital marketers still need to take advantage of all the lead opportunities, engagement tactics, and cost optimized sales-driving techniques that the online world puts at their disposal. They can’t just drop their ‘weapons’ and go home, dismayed by the volume of information generated online.
At the same time, they need to bear in mind the picture painted by the data above. The online user is targeted by so much information, that it is the marketers’ top responsibility to find new and better ways at reaching him/her.
