 :: With consumers currently being bombarded with marketing messages from literally all directions and multiple channels, getting your message across to potential customers has never been more important, or indeed more difficult.
So much so, in fact, that business analysts have coined the phrase, ‘attention economics’, to define a situation where consumers face such a deluge of information that they automatically ignore the vast majority.
Top marketeers believe that this has resulted in consumers gaining far greater power over the information they receive and the ability to damage the brand of a company they feel has gone too far. Essentially, communication has evolved from a push method - where businesses dictate the feed of information - to a pull model, where consumers have far more power in determining what reaches them and what doesn’t. Although advertising and marketing hasn’t disappeared and people remain open to offers and campaigns, the sheer volume of information from such an abundance of channels and sources means messages face being ignored, swamped by the competition or, worse still, irritating the recipient to such an extent that they vent their frustration on the brand concerned.
So how can SME’s command consumer attention, whilst not out- staying their welcome?
Be audience savvy
Undoubtedly, many companies have wasted significant sums by targeting the wrong channels and chasing an audience that simply doesn’t exist for them, or only exists via other routes. However, the more astute businesses are learning to negotiate this maze of options in a planned and progressive fashion.
Integration is key
If multiple channels are used, it is imperative that the infrastructure is in place to handle the variety of responses and queries that will result. Consumers used to the instantaneous nature of the web will not appreciate delayed answers or time-lagged service. Conversely, those used to corresponding via more traditional media will react negatively to being rushed.
Be consistent
Consistency across channels is vital. This is not to say that certain channels cannot be incentivised with different offers. But the tone of message, the style and design must be familiar across all points if the benefits of brand recognition and message recollection are to be maximised.
Unwanted attention
Businesses must avoid falling into the trap of assuming that simply capturing the consumers’ attention is the single ultimate goal. There is both negative and positive attention and those companies attempting to be all things to all people by embracing the latest communication media can run the risk of appearing to be, at best,out of touch and,at worst, downright desperate. Again, get it wrong and infamy via cyberspace and the ‘blogsphere’ awaits.
Loud and clear
Somewhat ironically, businesses are finding that traditional methods, such as direct mail and brand advertising, remain the most effective way of attracting people to web-based products or services. Indeed, the relationship between the channels is interesting to observe. The early days of the internet heralded all-singing, all-dancing sites that used every conceivable trick and graphical device in a bid to attract attention. As the channel matures, so sites have become subtler, cleaner, quick and simple to read and digest, like the very best direct mail.
Relevant and timely
The attention economy demands relevancy and timeliness. The multi-channel approach can be highly effective but, in order to hit home, messages must be targeted and timed to land at the optimum moment. Consumers will be truly enthused by well thought-out messages that treat them as valued individuals. ::
The sheer weight of information heaped on modern-day consumers has resulted in many not only becoming immune to marketing messages but reacting in a way that could damage the offending company or brand. So businesses looking to win new customers must tread very carefully through the communication minefield. |
