Grab Your Consumer’s Attention In A Digital World…
Are digital ads now the equivalent of a print or out-of-home ad?
In today’s 21st century society, digital advertising holds the key to unlock a world of potential for your brand. It is one of the most effective ways to get your company, products or services in front of your target audience. Utilising traditional offline channels such as TV and print can be seen as a gamble due to its restrictions - you cannot simply monitor and make improvements. Digital marketing and digital advertising allows you to track and tweak your ads for better performance instantaneously.
Extensive neuroscience studies have highlighted that marketers now only have about two seconds to capture consumers' attention in the digital realm.
A person’s attention span is undoubtedly in short supply with the overload of information available through personal devices. As a result, marketers need to take a scientific approach to maximise their digital footprint by producing high-quality content that immediately provokes an emotional feeling.
When implementing any digital campaign, there are best practices in order to achieve the best results possible.
Here are our top tips on capturing the consumer’s attention in the digital world:
Get creative with your content. Whether it’s a video clip, evocative imagery or the use of Gifs, you have to do something unique to attract their attention.
Build an emotional connection with the consumer. Take your audience on a rollercoaster of ups and downs to provoke an emotional response.
Know your target audience. You need to know who you want your consumers to be before you try to market to them. The answer to this is research.
Interact with your consumers. Global brands including KFC and Virgin are renowned for a good rapport with their audience through witty, fun interactions.
Test, review, adapt and test again. The beauty of digital is that you can adjust the content to achieve the results you desire.
Due to the limited attention span of consumers, marketers must make their content ‘view worthy’. Adopting a scientific approach of creating thought-provoking content is a sure way to successfully create an attention-grabbing digital campaign.