The Internet has put whole libraries of information at the fingertips of anyone with a mobile phone. This great democratization of information is in many ways a good thing, but it has stretched one resource rather thin: attention. There are so many demands on the attention of the average media consumer that any one piece of information-a post, a video, an image-has only 8 seconds to grab a viewer.
How do you communicate in just 8 second that a viewer should continue to read or watch your content? You need to show that your content is relevant to your viewer and that it has value to them. Then you need to give them an easy path for further engagement with your content. Sounds like a tall order, I know, but this infographic from SDL breaks down the tasks into manageable sub-categories.
No. 1: Language
Did you know that only 27% of Internet users speak English?
No. 2: Channel
You should make yourself available on multiple channels. Customers expect consistent experiences across channels.
No. 3: Relevancy
This is a big one. What does your audience need to know? Use the data you have about your audience to figure this one out. What information can they use today?
No. 4: Personalization
This ties in to No. 3. Know your customers needs and personalize your messages to them. It makes you more relevant.
No. 5: Experience
You want your customer to have a good interaction with you so they'll want to have another one.
No. 6: Incentives
84% of consumers say they are more likely to choose retailers who offer loyalty programs.
No. 7: Reputation
Do you customers think of you as customer-centric. You should make sure that they do.
No. 8: Knowledge
When you make it easier for your customers to interact with you, they'll be interested in learning more about your product or service.
This all adds up to a new way of thinking about digital marketing. Use data insights to drive your content decisions. Then amplify your content using a context engine. What's a context engine? Check out the infographic below.