The world keeps becoming ever more digitised and interconnected. It’s rare to find a time throughout the day when we don’t have a screen on broadcasting content nearby.
We look for everything online, even the simplest question, because we want immediate answers to any questions that may arise.
This might seem like the perfect setting for advertising and for each company to be able to reach out to its customers through various channels.
The problem?
Each day we receive an advertising impact every ten seconds, this is equivalent to approximately 6,000 daily impacts of which our brain is only able to retain 18.
How to capture the attention of your consumers
Consumer attention is something valuable and fleeting.
An ever-increasing amount of stimuli means that each day we focus less on what surrounds us. In just 5 years, the average attention time has been reduced from 12 to 8.3 seconds.
We spend about 3 hours a day in front of our mobile phone screen, but what do we remember about it? What was the first news you read or heard today?
Most newsletters are deleted without opening, many emails go directly to the promotions folder, and ads on social networks are quickly forgotten unless you find the right timing.
Having so many ways to impact consumers is a double-edged sword. As users, we receive so much information every day that the moment we receive it will be more decisive than the information itself.
We cannot predict when our customers will have slept better and get up earlier to calmly check their mail, or when it is better not to send them anything because other brands have already bored them to death.
What we can observe is how they react to the communications they receive from us to, little by little, fine-tune the channels and perfect timing for each of them.
Each day we receive an 6,000 daily impacts of which our brain is only able to retain 18.
The Format
Obviously, the content is important, but what about the format?
When we read through a screen we do it more slowly than if we read it on paper. This is because there are more distractions on a screen. It is rare the day when we have a single tab open in the browser or there is no ad on the sides of the page we are reading.
Our reading slows down by as much as 23% and we are much more impatient.
It is important to plan well the content and how we are going to present it. The size of the font, whether there will be emoticons, the colours we use…
If we get the timing right and the format wrong, we will have lost that little window open to the attention of our customers.
When is the best time to contact your customers?
Each customer will have their time of day, which will also be different for each channel.
On the Wapping platform, the information of each of your customers is unified around a single customer ID for all channels, which allows you to know them in all their facets.
Once you have been able to observe their behaviour, you can choose the ideal moment and channel for each of them, and create completely personalised proposals and impacts.
Knowing your customers in-depth will allow you to know their needs in advance and will help you choose when, how and through which channel you can attract their attention.