Published on Feb 7, 2017

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Finding it difficult to maintain customer interest? It is now known that after less than 10 seconds of engagement, your customers have zoned out.

It is marketing canon that consumers choose products and services according to price, quality, or popularity. However you are not selling just an image or a brand, you are also selling a cultural and social message.

Traditional marketing may still have its place, yet remaining “current” in 2017 needs flexible marketing strategies.

Your customer’s attention span is changing.

Previously consumers might have been prepared to sit through an ad and allow the brand to get their message across. However our attention spans are decreasing, and consumers now lose interest in a topic after 8.25 seconds, down from 12 seconds in 2000.

That’s less time than it takes a fish to get distracted (brandanew.co).

With apps like SnapChat and Facebook tending to generational separation, it can seem impossible to know what kind of content to include, and which advertising platforms work best to market your products or services.

Social media marketing is increasingly popular, offering a broad consumer reach and the ability to communicate in a more personal way. It is fast, and once mastered, easy to update your content to reflect sales and specials.

Sneaking products into a story

Advertising is also now increasingly ‘story’ driven and reliant on user’s watching and sharing ads. The hope for many advertisers is that this kind of content will not only engage without being skipped – it will go viral.

This trend has been evident for a number of years with companies creating video advertising that reels you in and either makes you laugh or wrenches at your heartstrings.

The following is one of the most shared adverts on the web – note the discreet logo placement:

Deciding on a Marketing Strategy:

  • Know your demographic – it is impossible to be all things to all people, so choose your market and advertise to them. You may have a wide market or a specific market. Whichever you have, make sure your advertising strategy reflects it.

 

  • Know the selling points of your product – make sure you broadcast them in advertising and packaging, so you don’t leave your potential customers wondering why they should buy your product.

 

  • Understand how each social media platform contributes to your strategy – before investing in advertising on a particular social media platform, make sure your audience use it, and if you decide to use social media, ensure you update your content regularly.

 

  • Advertising is not set and forget – revisit and revise your advertising regularly, not just the content but the social media platforms too.

Check out these tips ideas for social media advertising.