People use more information and communication channels than ever before. Attention has become a precious commodity, for marketers as well as consumers. Along with the many tasks people already perform every day; there are always distractions that claim some part of their time. We control our attention ourselves but, unless, we live like "hermits" and use no TV, radio, e-mail or social media, Internet and all other online and offline channels, it is becoming ever more difficult for people to concentrate on specific topics or activities.
As marketers we also use increasingly more channels to interact with people. A study by Econsultancy, the"Multichannel Customer Experience Report", pointed out that 60% of the companies use at least 8 "touch-points" when communicating with their customers (e-mail, website, offline advertising, online advertising, social media, offline direct marketing, telephone/sales and retail outlets).
This is quite a bit and for some companies there are even more touch points, including events, mobile channels and catalogues. It is a challenge to coordinate all these interaction methods and again proof of how important it is to have a cross-channel marketing strategy and an integrated approach, like the one Selligent Interactive Marketing enables you to have.
Interaction volume and frequency versus attention scarcity: the conversion perspective
Obviously it is not only a challenge to use the channels and "touch-points" in an integrated and intelligent way. It is also a challenge to grasp the attention of the consumer and hold it in a fragmented communication landscape that is characterized by a high volume and frequency of messages and interactions.
The people we would like to reach after all have a limited attention "potential" in the stream of information and communication via various channels. Their - and our - attention is also constantly being distracted. Studies pointed out that people have an average of a little more than two minutes in which they are able to concentrate - without distracted - on a specific task.
Since the rise of social media and new communication channels the concentration and distraction challenge is even more difficult. It is one of the many reasons why it's less obvious than before to reach out to people, engage them and ultimately achieve conversion.
Eight tips to attract and keep the attention of consumers
To tackle this, it is very important for marketers to focus on the following:
- The individual preference of the individual consumer
- A smart mix of channels that corresponds with their customer's behaviour
- Consistent user experiences and optimal conversion
- Interactive marketing scenarios that continue to keep the consumer's attention once it has been captured
- Avoiding an excess of communication and as a result thereof, marketing fatigue (more in this white paper)
- A 'single view' on the client and a data driven course of action
- A cross-channel communication and marketing strategy
- An integrated reporting functionality that allows all cross-channel activities to be monitored in real time.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.