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1. Advertising To
Goldfish
How to advertise to a generation with
shorter attention spans
Photo: Marcelo Martins, http://porquenaopenseinisso.com.br/
2. Humans attention spans have
decreased from 12 seconds in
2000, to 8 seconds in 2015.
Goldfish have an attention
span of 9 seconds.
Photo: http://www.newriverdispatch.com/
3. Media At A Glance
We have so many choices of where to get
information, how does one brand stand out?
Advertisers now battle for attention, moving
from computer screens to smartphones to
smartwatches.
Photo: David Lavenda, http://thenextweb.com/
4. 55%
Of page views get less
than 15 seconds of
attention
Photo: Mark Rogowsky, http://kmug.co.kr/
5. Choice Abundance
Services provide anything you want at anytime,
resulting in decision fatigue. No one can consume
every piece of media, so how does yours get
attention?
Photo: Luke Hay, http://www.freshegg.co.uk/
6. “Access millions of songs” – Spotify & Apple Music
“Watch TV shows and movies anytime, anywhere” – Netflix
“Unlimited Books” - Scirbd
7. of people feel overwhelmed by the
wealth of choice on the web, which
makes it hard for them to make
purchase decisions” – Douglas Karr
“41%
Photo: www.supermarketinchoolaimedu.com
8. With our short attention spans and
so many choices, this presents a
challenge to marketers.
Photo: Jason Yormark, http://www.jasonyormark.com/
9. Do’s Of Getting Attention
• Be short and concise
• Create good quality content that is
marketable
• Win the micro moments
Photo: http://www.growthgeeks.com/
10. Be Short and Concise
Short attention spans mean we don’t
have time to look at one piece of
content for long, especially if it’s not
engaging.
Create short and engaging content
that doesn’t require the user to do a lot
of work.
Photo: Cătălin Oprișan, http://sport1x2.ro/
11. Create Marketable Content
The content you create should not be something
that only you understand. Must be able to reach a
multitude of audiences and convey a clear message
Photo: Buzz60, https://www.youtube.com/watch?v=w5c11Wqdv_I
12. The 5 Ss of Marketable Content
• Searchable: Maximize your online content for Search
Engine Optimization to be recognized by search
engines.
• Sharable: Social shares will boost attention.
• Supportive: Understand users needs to be able to
answer their questions.
• Specialist: You must offer information at the intersect
of you’re niche and consumers needs
• Sustainable: You need a publishing process that
allows you to sustainably create and publish
effective content
Photo: http://sportoowo.pl/
13. Win The Micro-moments
Micro-moment: when a user wants to find
something.
Pre-Click: be able to be noticed by search engines to
gain traffic.
Post-Click: immediately capture attention and
provide relevance. Photo: Henry Mance, https://www.ft.com
14. Don’ts Of Getting Attention
• Don’t focus on the product or the brand
• Don’t have a plan to “go viral”
• Don’t ask for a sale right away
Photo: http://aquirecorp.com/
15. Don’t Focus On The Brand
People don’t want to see a brand all over their channels or
feel invaded.
Photo: http://williamwolffe.com/
16. Don’t Have A Plan To “Go Viral”
“Going Viral” isn’t a plan. There is no recipe or formula
to get millions of views or hits. Although the
risk/reward may be worth it, an attempt to go viral
that fails is worthless.
Photo: Steve Day, https://www.ideamachinestudio.com
17. Don’t Ask For A Sale Right Away
Don’t ask for something without offering
something first. Show why you are valuable first,
then the customer will want to purchase without
you asking.
Photo: http://www.ideabrewhouse.com/
18. The Most Effective Way To Be
Noticed…
Make Good Content!Photo: Aldrin D'silva, http://ariesesol.blogspot.ca/
19. Content is still king. A successful ad does not have
to be viral, it has to gain attention and generate
revenue.
Those that do notice the ad should either be
convinced to buy or have a good perception of
your brand
Photo: http://www.appleipadair.it/
21. Works Cited
• Fleit, B. (n.d.). How to Market to the Shrinking Attention Span. Retrieved from Kiip: http://blog.kiip.me/advertising/how-to-market-
shrinking-attention-span/
• Karr, D. (n.d.). 15 Statistics on How Critical Attention Span is Your Digital Marketing. Retrieved from Marketing Tech Blog:
https://marketingtechblog.com/15-statistics-on-how-critical-attention-span-is-your-digital-marketing/
• Lacoste, J. (n.d.). How Marketers Are Dealing With Short Attention Spans. Retrieved from Inc: http://www.inc.com/jonathan-
lacoste/how-marketers-are-dealing-with-short-attention-spans.html
• Matrix, S. (n.d.). Media Convergance, Media Use.
• Matrix, S. (n.d.). Module 01 Lecture 02; Media Effects.
• Seiter, C. (n.d.). Short Attention Spans and Social Media: How to Fight Back. Retrieved from Marketing Land:
http://marketingland.com/short-attention-spans-and-social-media-how-to-fight-back-2435
• Toole, C. (n.d.). Brands as publishers: Inside the content marketing trend. Retrieved from Curve: Getty Images:
http://curve.gettyimages.com/article/brands-as-publishers-inside-the-content-marketing-trend
• Watson, L. (n.d.). Humans have shorter attention span than goldfish, thanks to smartphones. Retrieved from The Telegraph:
http://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/
