[et_pb_section fb_built=”1″ _builder_version=”4.16″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_3_font=”|800|||||||” header_6_font=”||on||||||” header_6_text_align=”center” global_colors_info=”{}”]<\/p>\n
As marketers, we face a difficult task.\u00a0It is up to us to ensure that the company\u2019s brand awareness increases, that leads are generated and turned into sales and customers understand the products and services that the company provides.<\/p>\n
At the same time, we have less opportunity to gain the customers’ attention as the amount of information increases.<\/p>\n
Twenty years ago, Microsoft conducted a study that showed a person\u2019s attention span, on average, was about 12 seconds before becoming distracted. 5 years ago, this time\u00a0span was down to 8 seconds.<\/p>\n
A\u00a0\u00a0study from DTU<\/span><\/a>\u00a0\u00a0concluded in 2019 that people\u2019s attention span will continue to decrease as we are bombarded with more and more information.<\/span><\/p>\n We have become accustomed to the fact that there are always new things, stories, and updates that we need to keep an eye on.\u00a0It goes beyond our ability to concentrate and our ability to stay focused on what is right in front of us.<\/p>\n And that does not make our task as marketers any easier.<\/p>\n <\/p>\n It is all about standing out from the crowd and catching the customer’s attention quickly.<\/p>\n In a world filled with social media<\/a>, breaking news and clickbait, the path to attention is to ensure communication is present, relevant, and interesting.<\/p>\n So, how is it done?<\/p>\n <\/p>\n The first step to catching the customer’s attention is to speak directly to the customer.\u00a0Personal, direct communication that gives the customer the feeling of being at the center.<\/p>\n It is about greeting the customer by name and writing at a level where the customer feels appreciated.<\/p>\n But it is just as much about ensuring that what the customer sees, and reads is relevant to them.\u00a0If you run a web-shop<\/a>, your communication should reflect the type of goods the customer has bought.<\/p>\n It is the smallest amount of dog owners who feel greeted by seeing advertisements for cat trays.<\/p>\n The communication must be personal and the best way to personalize the company’s communication is by collecting as much data as possible and segmenting it.<\/p>\n If you want to read more about personalization and how to\u00a0best utilize segmentation<\/span><\/a>,<\/a> we have written an article about it in the\u00a0<\/span>resource section of our website<\/span><\/a>.<\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n People trade with people.\u00a0When we buy an item, we buy it after making a wide range of considerations that cover everything from price and shipping conditions to sellers’ credibility and ‘likeability’.<\/p>\n This means that it is important that the communication shows the face behind the text.\u00a0Text should be written so that the sender’s personality shines through.\u00a0Whether it is an email, or a blog post a photo of the sender also helps.<\/p>\n We want to see who we trade with.\u00a0If the text is too streamlined and boring, it goes beyond ‘likeability’.\u00a0This does not create an emotional contact between buyer and seller.<\/p>\n Another way to show personality is by using humor or, as we described in another blog post by using animated gifs.<\/span><\/a><\/p>\n <\/span><\/p>\n <\/span><\/p>\n The closer you can get to the customer, the better. Therefore, one of the most effective marketing and sales strategies focuses on driving traffic away from corporate websites and social media and to where we can interact personally with the customer.<\/p>\n The email lists have long been where the eggs lay.\u00a0With an effective email list<\/a>, communication to your customers can be both personal and relevant.<\/p>\n Many who have found out the struggle for attention when emails are sent out.<\/p>\n If you follow the above advice, you are on the right path.\u00a0However, it is possible to get even closer to the customer.<\/p>\n Email Marketing supplemented with SMS marketing<\/a> takes personal communication to a whole new level.<\/p>\n Many receive hundreds of emails every day and have become accustomed to opening them ‘as needed’.<\/p>\n SMS is different.<\/p>\n Studies have shown that up to 95% open an SMS within 5 minutes of receiving it.<\/p>\n This means fantastic opportunities to hit customers at just the right time and combined with segmented data and effective emails, a combination of email and SMS marketing<\/a> is an extremely effective way to get the customer’s attention.<\/p>\n This blog post has also appeared in a MarketingPlatform Newsletter.<\/a><\/em><\/p>\n Author: Alex Trajcevski<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” module_class=”ressourcer-signup” _builder_version=”4.16″ background_color=”#dee7f1″ background_enable_color=”off” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” custom_padding_tablet=”12%||||false|false” custom_padding_phone=”17%||||false|false” top_divider_style=”asymmetric2″ top_divider_color=”#ffffff” top_divider_height=”60px” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|phone” _builder_version=”4.16″ background_color=”#152872″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”||10px” custom_padding=”100px||100px||false|false” custom_padding_tablet=”50px|20px|50px|20px|false|false” custom_padding_phone=”40px||||false|false” border_radii=”on|22px|22px|22px|22px” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ header_2_font=”|800|||||||” text_orientation=”center” global_colors_info=”{}”]<\/p>\n The trial period is free, completely non-binding and expires after 14 days if you do not wish to continue. [\/et_pb_text][et_pb_code _builder_version=”4.16″ max_width=”42%” max_width_tablet=”100%” max_width_phone=”95%” max_width_last_edited=”on|phone” module_alignment=”center” global_colors_info=”{}”]<\/p>\nStand Out from the Crowd<\/h3>\n
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