Today, we are confronted with countless messages on our phone, posters, radio and TV. Everywhere we go, our attention is required to filter the important from the not-important.
This of course reduces our attention span and consequently the likes of sport federations in the US even consider shortening games.
Is personalisation the answer to gaining attention?
Consumers can input a lot of data without realising. Online marketing makes use of this data and can track user activity on websites, which is often combined in email messaging. For direct mail purposes, most brand owners use primary data, while also using third-party data from time-to-time to enrich the database. The above charts show the discrepancy between online and offline mailings.
At the Hunkeler Innovation Days expo in March, Xerox showed several cases that also proved the power of personalisation but this time for printed catalogues. Well executed personalisation is a way to gain consumer attention in a world full of distraction.