Lend Us Your Eyes
Everyone wants eyeballs on their content. But humans have the attention span of a gnat. Such is the Catch 22 of modern marketing.
By 2020, half the world’s population will be online every day. That’s almost four billion people, and the average attention span of those people is about eight seconds and declining all the time.
So long gone are the days of folks sitting down with the newspaper (and accompanying newsprint on their fingers) for a few hours, it’s almost impossible to imagine anymore.
The competition among marketers for those eight seconds of our attention is fierce, and the ways to get it are many. Only a strategy that employs a multimedia approach has a fighting chance of engaging your target audiences.
Different Learning Styles, Different Media
Even more important than identifying what kinds of content to produce (the list is long) is understanding why and for whom it should be created. People learn and engage in a variety of ways and through many different media channels. Generally, there are three different learning styles: visual, auditory, and kinesthetic (learning through touch).
Visual Is King
Nearly everyone processes visual content more quickly and easily than text. It also stays in our long-term memory longer. This is why videos, photos, animations, webcasts, slideshares, and infographics are so important to a robust marketing campaign. Most smart phones today have high-quality camcorders, so producing simple videos and uploading them to YouTube (the second most popular search engine after Google) is inexpensive and relatively straightforward, as long as your content is engaging, meaningful and consumer-centric. And super awesome, too.
Multimedia utilizes all learning styles and appeals to almost all consumers.
Where Is Your Audience?
So Many Screens. Reaching consumers on the platforms they frequent is every bit as important as the types of media you choose to deliver your messages. The average adult 18 and older spends as many as 11 hours a day looking at a screen. Most of that time is spent watching live TV, and a large portion (almost two and a half hours) is spent on a smartphone. Only about a half hour is spent at a desktop computer (outside of work) or on a tablet.
Social Media. While Facebook has become decidedly uncool among people under 25, 72 percent of Facebook users are between the ages of 50 and 64, and 62 percent of seniors 65+ are on Facebook. Younger audiences live on YouTube, Snapchat, Instagram and binge-worthy TV, such as “Game of Thrones.” Brands are also wise to leverage Twitter, where 37 percent of people aged 18-29 and 25 percent aged 30-49 follow their favorite celebrities, athletes and politicos. About 347,222 tweets go out per minute.
WWW. Your website is your virtual front door. This is where all your owned content lives and where prospects will either engage with you or move on to your competitor’s site. It’s safe to say that nearly all segments of society consult and expect comprehensive information from a website and have at least a basic understanding of how to navigate around. A killer website is an absolute must for all businesses today, no matter how small. There are just too many fish in the digital sea for anything less.
Print. Print is still a viable marketing medium, even in today’s online world, and resonates more with older audiences who still value the experience of receiving something tangible in the mail. Print also has special appeal to those who learn best through tactile experiences, as modern printing presses can do some amazing things with surface texture!
Email. Nearly 4 billion people across the world use email, up 100 million from last year. Needless to say, email campaigns are also still relevant, especially if they include good storytelling, personalization and interactive features.
Consumers Demand It
There’s no going back to the days of three media: print, radio and TV, none of which facilitated any conversation with audiences. Today’s consumers are “prosumers,” active participants in the buyer journey with the ability – and willingness – to advocate, critique, persuade, dissuade, advise, share, upload, download, and build up or tear down a brand before the entire world. They demand engagement – experiences – and only a multimedia marketing approach will satisfy them. Anything less will knock your brand back into the dark ages and leave you wanting for leads and customers.
Let our team of experts help you strategize, develop and deliver the best multimedia campaigns for your unique audiences.
IVY MARKETING GROUP. COME GROW WITH US.