It’s true, the internet has shortened our attention spans. We’d rather watch a video than have to read 400 words or more. As a digital marketer one of the great challenges is to figure out what your audience wants and then to package that into something that’s measurable and moves the needle.
It’s getting harder.
You’d think that with the advent of all the new data tools and analytics packages on the market, that we would know exactly what the customer wants. We don’t really. We have an idea but as the sophistication of our digital world becomes more personalized so does the demands and expectations of the consumers swimming in it.
What I do know is that the content marketing game is drastically shifting. We get our information from so many sources nowadays. It’s insane. Think about it though, each of those sources “needs” content as well as content creators. That content? It could be hit and miss. We choose to consume it and marketers “hope” you consume it. The latter is a beast. Why? Because consumers are fickle. They’re bored and they have zero attention spans.
We’ve become dependent on digital to entertain us, inform us and babysit us.
Because our devices are always on. Our demand for content, our blood lust for digital content to consume, is all encompassing. Because of this, the challenge for the digital marketer is apparent. Whether the content is educational or is pushing a product or service, how it is created, packaged and pushed out, now matters more than ever. Marketers can’t rely on the “long form” writtern word anymore.
We don’t have time for it. You don’t have time for it.
I don’t see this changing any time soon.
I’m cutting to the chase. and feel free to disagree with me at any point when you think I’m wrong. Content curation tools are great. No really, they are, except all they do is pull the content in and that really is just half the battle. The content game played by every brand, everywhere, in some way, shape or form, is finding that content, every day, manually interpreting it and then tailoring it to their audience and then pushing it out. Every day.
Brands can and will measure its effectiveness, they fish where the fish are, and every day they push out more content. In the hopes that the consumer will bite; and in most cases they will. This is what digital marketing has become. It’s a game. The game has become more sophisticated about how it is played and approached, but guess what? The consumer has evolved as well. The consumer knows what content they like, what content they want, how they want to consume it and where they would like to consume it and on what device.
The bottom line is you cannot automate the customer experience. Creating a truly fluid customer experience might be automated across devices and platforms, but to understand what your customer wants and needs has to be interpreted manually.
The world of the content marketer resets every day to square one. The really good marketers know what works and what doesn’t. Not merely from the data but probably from actually listening to the customer. I think that a fluid customer experience has to start with content that connects, it then flows through engagement and ends with trust. That’s it. Let’s trust you know your customer and what they want. Why? Because it resets every day, what you do and what they want.
The short answer is no. The easy answer starts with Google’s Nest. Which is a smart thermostat. From there things have quickly spriraled out of control so to speak. In a short time The Internet of Things has become akin to what it was like when social media became a “thing.”. Everyone is writing about it, everyone is talking about it and everyone is trying to figure out what it does, what it means and how it will affect us.
Maybe this infographic will help.
Published October 17, 2014
Digital , technology
Tags: consumer, CPG, Demandgen
Picture this: You’re at a stop light. It seems to be taking forever for it to turn green. You become impatient. You start yelling. You’re wondering why it hasn’t changed. Finally it does change and you peel out. You’re angry because it took entirely too long. It’s been an astounding and unfathomable 3 minutes.
Here’s another scenario: You’re at your computer, you’re on Google and you’re searching for something…The screen freezes, you see the little “thingy” going around so you know it’s “working,” and still nothing. You become impatient, you check your connection, check the cache, check your security settings. finally the page loads…and you think, I’ve got to get a new machine; yet it’s only been an incredible 2 minutes of agony and frustration.
Why are we like this? How has it come to this? Blame it on technology. You see technology has set an unrealistically high bar of expectation for speed and delivery for everything that is not technology related. Whether it’s your toaster, the elevator, the manager at a hotel, the service at the restaurant, the boarding of the airplane, checkout at the grocery store, customer service on the phone or the drive-thru of your favorite restaurant. If we don’t get what we want and need NOW, we have a melt down.
Like the New York Times says, “We need a reset.”
The problem is that we’re armed with so much more information, access and ability so quickly through technology, that it has lead people to expect, demand and want the same type of results from their offline experiences. Is that realistic? Probably not.