The internet now encompasses everything from phones, tablets, virtual assistants and even accessories like necklaces and watches- turning us all into technology junkies that love over-sharing every aspect of our lives. Businesses have become affected in how they run marketing and advertising campaigns, mainly because it is a fight for the consumers attention. Millennials were the first generation to be born into the internet era and have been around the digital world their whole lives. According to the BBC, “The average attention span is down from 12 seconds in the year 2000 to 8 seconds now. That is less than the 9 second attention span of your average goldfish.” This poses a problem for advertisers and marketers trying to get messages across quickly and memorably as well as working around services that prevent these ads. TV can be recorded to fast forward through commercials and paid subscriptions like Netflix and Hulu come commercial free, ad blockers can be installed on computers and there are apps designed for smartphones to prevent pop-ups. What’s a business to do when they can’t get their message across to the masses?
For starters, strategies should be adaptable and messaging needs to be catered to specific audiences.
The days of radio ads, billboards and commercials are being slowly overcome by marketing automation where the individual is the center of campaign. Simply put as HubSpot explains, “marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.”
Direct mail, email blasts, texts and social media posts can all be aimed at one person to learn their likes, wants, needs and interests to draw them into your brand and see what medium works best for catching their attention. Millennials can be seen as the most skeptical generation- wanting to know they can trust a brand before purchasing any product or service. Social media influencers have risen in the past few years by giving honest opinions of products they love or hate and younger generations appreciate the authenticity of hearing real opinions from real people. Brand loyalty comes from honest messaging with the help of marketing automation.
If you are interested in starting a marketing automation campaign, let the experts at Bitstorm Connect help!