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Customers put marketing on mute: Here’s how to be heard again
Sandra Zoratti, VP-marketing, Ricoh Co. / BtoB / April 16, 2013
I am overwhelmed by today’s assault of less-than-impactful marketing messages. Aren’t you? On average, each individual gets pummeled with more than 3,000 messages every day. No wonder I’m overwhelmed.
We are content-rich and attention-poor.
Content? The content explosion has created a flood of communication. More content is not better. It’s often worse. Way worse. As we all strive to provide value and gain attention and credibility, the heap of irrelevant and difficult-to-navigate content simultaneously grows. We are lost in the overload. As marketers, our messages are often lost or ignored.
Attention? Our attention spans are getting shorter and shorter. On average, we give less than 8 seconds of attention to something before we decide to dive in or to ditch it; and, this attention scarcity is channel-agnostic.
As marketers, this high-content, low-attention combination means we are increasingly being put on mute. The ability to cut through this enormous clutter of noise is both exceedingly difficult and increasingly important. According to a recent BtoB study, in 2013, 67% of marketers plan on increasing their digital marketing spend—54% percent for social marketing and 35% for mobile. Without correction, our business results hang in the balance.