As a marketer, you are always trying to cut through the daily clutter as your high value markets become less patient and more forgetful. Being a graduate student in Integrated Marketing Communications at Northwestern, I have found two powerful articles around reduced human attention span and Google’s six-second solution.
In a 2015 study from Microsoft, people on average lose their concentration after 8 seconds, even shorter than the goldfish. Researchers also found that heavy media users are easily distracted when multiple stimulus are presented. This is due to the emerging lifestyle of multitasking, especially among the younger generations. The good news is, consumers can also better memorize your messages during high attention bursts. With that being said, now your ads have to be more outrageous to get your brand memorized.
Based on my understanding of the two articles, and relevant studies I have done in the IMC program, here is three action items you should put down now:
- Focus on video - Quality of your video ads are critical to your brand’s future success.
- Creativity is king - Your message should tell a story, rather than the repetition of logos.
- Make Them short - Stay creative on the 15-second spots and be prepared for the 6-second future.
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