Digital marketing arguably began in the mid-1980s when a company now known as Channel Net known then as Soft Ad Group came up with a strategy for marketing automobiles to consumers. Readers of certain magazines could fill out a form found inside the magazine, mail it in, and get a floppy disk in the mail. The floppy disk contained ads for automobile companies and offers to test drive them for free.
The growth of digital marketing expanded in the 1990s as more and more people and companies caught onto the burgeoning Internet. In connecting people of various interests from different regions all across the world, it presented a whole new array of opportunities to connect people with products and services. Still, many companies and businesses relied heavily on television commercials and magazine advertisements.
During the early 2000s and especially after 2010, the Internet became more ubiquitous and most people, especially in developed countries, had email accounts, social media accounts, as well as regular Internet access. Digital marketing in turn grew astronomically and developed more sophisticated techniques that were more in sync with the Internet rather than traditional marketing that did not use the Internet. Now that online shopping has flourished and continues to grow, with sites like Amazon surpassing retailers like Wal-Mart and Target, and with major companies offering their products both online and in brick-and-mortar stores, digital marketing has become a necessity in order for companies to remain competitive. This principle is not only true for major franchises but for small, local businesses as well. Many small businesses have thrived by offering their unique products for sale all over the country and even all over the world. However, in order for new consumers to hear about them, they must use digital marketing.
Today’s consumers see hundreds of marketing messages on an average day and recall almost none of them.
According to an article published on the American Marketing Association (AMA) website, an average consumer sees 10,000 marketing messages (including product labels) per day.
A study conducted by Microsoft states that consumers are exposed to 600 messages per day.
An article on New York Times states that a person living in a city sees up to 5,000 ad messages per day, based on a research. About half of the people think that marketing and advertising today is out of control.
An article on The Guardian states that in an entire day, we are likely to see 3,500 marketing messages. In an experiment, in 90 minutes, a person saw 250 adverts from more than 100 brands in 70 different formats. The number recalled without prompting was only 1.
Every day, users post 95 million photos on Instagram, post 500 million tweets on Twitter, upload more than 700,000 hours of video on YouTube, send 281 billion emails.
The human brain is loaded with 34 gb. of information per day.
Through mobile phones, online services, internet, email, television, radio, newspapers, books, social media, people receive every day about 105,000 words during awake hours.
It is no surprise that people are overwhelmed by these messages and they are trying to find a solution.
As they are bombarded with this huge load of information every day, interest in videos related to “relaxing” is rising, with watch time increasing over 70% in a year.
The ratio of people who are trying to limit smartphone usage increased from 47% in 2017 to 63% in 2018.
People are trying to get rid of ads by ad block software and even if they do not use such software, the attention span has declined to only a few seconds.
The web is noisier than ever, and it is hard to get the attention of the users by generic marketing messages.
Each day bloggers post millions of posts, huge amount of new content is created on the web. However, according to some sources, on average, 80% of readers never make it past the headline. Internet users are distracted, they have short attention spans.
A person checks his/her mobile phone an average of 47 times a day. This number increases to 86 times for young people. 9 out of 10 people check their mobile phones within an hour after they wake up in the morning.
In these micro moments, they are usually glancing over content. They are not interested in messages that do not match their perspective.
In a study conducted by Microsoft with 2,000 participants, it is stated that the attention span of the users declined to only 8 seconds.
Facebook says that people spend on average 1.7 seconds with any given piece of content on mobile.
A research based on 2 billion visits found that 55% of the web users spent fewer than 15 seconds actively on a page.
Note that I am talking about getting the attention of overwhelmed and distracted users. Once you get their attention, naturally you will have more time to communicate with them.
Tailored and to the point communication is the key to grab the attention of these people.
You also need to be fast. These people are impatient and demanding.
90% of consumers wait for an immediate response (within 30 minutes) regarding a support question. This figure is 82% for sales and marketing questions.
53% of the mobile website visitors leave a page that takes longer than three seconds to load. As the page load time goes from 1 second to 5 seconds, the probability of bounce increases to 90% which significantly deteriorates the conversion in your digital marketing campaigns.
Although these people are using internet heavily, they are distracted, and you have only a few seconds to charm them.
So how are you going to do that?