It’s Christmas time and the race for people’s attention is on! Now even more difficult than ever to stand out from the masses, don’t stop your marketing efforts simply because of the increasing competitive environment. Get brainstorming with these top tips that will help you grab and keep your customers’ attention during the holiday season.

Going. Going. Gone.

8.25 seconds. That is the average amount of time you have to communicate your message to your consumer. If a consumer isn’t interested in you or your product in 8 seconds from having seen your ad, they’ll move on to a different story, different ad or even a different channel.

So what to do? How are we to break through the 8 second barrier?

Caption: What’s your average attention span? Are you still reading this article? (The above graph will be put together in a moving gif)

1. Keep it personal

A tailored and targeted message is more impactful and can generate up to x6 times more sales (link out to previous article). Personalise your email campaigns in consumers’ inboxes by putting the customer’s name on the email. Not only will you stand out from the crowd and increase the open rate of your emails but adding that personal touch shows users that you know who they are and what they like and isn’t simply trying to sell them a service to increase your sales. You’re building a relationship with them – letting them know that they are important to you – building loyalty.

2. Keep it simple

A photograph can say a thousand words and a video even more. But you only have 8 seconds to convince users to stay. The reality is that you don’t need a thousand words to be heard, just your core message will do.

Your message should be simple, clear and concise – one that is easily communicated and understood. Whether users watch for the average 8 seconds, even less, or the full 2 minute video, everyone should have gotten your message. By keeping your content simple and straight to the point, you are ensuring that the user gets your message, understands your call to action and moves forward with the desired response. Whether it is clicking through to a landing page or continuing to listen and engage with your story.

3. Avoid overly prominent branding

Nobody likes to be told what to do by someone who doesn’t know them or have no context about their lives. And consumers are no different. Researchers have observed that viewers consistently stop watching video ads the moment in which brand logos appear on the screen. To make matters worse, the bigger and more prominent the logos, the higher the viewer’s probability to stop. Make sure that your ad is telling a story, portraying a message that is relevant, engaging and that isn’t simply telling users that your brand is the best. The user will judge your quality and decide your worth for themselves.

4. Target consumers who will share the message

People will share content, including paid advertising content, when it serves their own self-interest and make them look good and feel good. By carefully targeting the right target audience for your brand and aligning your message with the habits, wants and geographical locations of these consumers, you can increase the chances of engagement and relevance of your brand. Don’t simply send out your memorable campaign to the masses and hope it goes viral. Choose who you will share your content with and they will share the message with their like-minded friends and family on their own.

Data rental is the act of targeting specifically chosen audience email addresses based on your specification. Whether by geographic location, gender or age group, data rental ensures that you are speaking to the right audience member, increasing their chances of participation.

5. Christmas Bonus: Rethink Black Friday and Cyber Monday

Think that Black Friday and Cyber Monday are only for the UK and USA markets? Think again. Just last year we have seen an influx of retailers and e-tailers taking on the big Christmas sales by giving big discounts for limited time periods only.

Don’t discount these big discounted “holidays” simply because it is not as prominent in SA as overseas. See our marketing tips for the Christmas period for more inspiration on how you can use the holiday hype to your advantage. (link out to Nikki’s article)

In short: Every second counts

We are all consumers first and marketers second. Think about how annoyed you are when you are bombarded with unnecessary information. Consider that you have 8 seconds and then simplify and summarise your message so that only the core message and story is conveyed.

Think simple. Think short. Then simplify even more.

References: