Home' micenet eMag : micenet August 2016 Contents MARKETING | MALCOLM AULD
suspect dear reader you prefer real to
virtual when it comes to smooching. But I
also suspect many of you are currently
following marketing fashion and have
stopped or considered reducing your
advertising in printed publications –
particularly newspapers, magazines and mail
in the pursuit of virtual gold.
For whatever reason, you’re now only
thinking digital when it comes to marketing
and no longer consider investing in the
proven channels. Yet despite the fact we can
measure everything we do online, we ignore
the truth – most online advertising never gets
seen, let alone clicked on.
The physical always outper-
forms the virtual
Let’s look at the facts – supported by the
science. The most engaging media channels
those that stimulate the emotional areas of
your brain in relation to engaging with
brands, are print media. The reason is simple
and has been proven repeatedly by neural
research. Mail, magazines, newspapers,
books and literature all affect the five senses
sight, touch, sound, smell and taste.
They’re tactile media. Digital channels are
limited in their engagement ability as they
only affect sight, touch and sound.
The time spent on digital channels is also
much less than in printed channels. And
people are far less engaged when using
digital channels than with physical channels.
For example, the typical visitor to Australia’s
leading online news site (www.news.com.au)
So why are you wasting so much money with virtual advertising?
DO YOU PREFER
A VIRTUAL KISS
TO A REAL ONE?
averages just two minutes per day on the site. Whereas a person who buys a newspaper
averages roughly 40 minutes reading the paper per day. Magazine readers spend even more
time with the publications and the life of a magazine is longer than newspapers.
Magazines remain in an office or home for months, even years. Subscription magazines tend
to remain handy until the next edition arrives and get read numerous times by numerous people.
ASS times are plummeting
The average adult attention span is now roughly eight seconds - just less than a goldfish. This is
so obvious when you examine how we consume social media on smartphones. The sheer
volume of content streaming into news feeds means we’re mostly disengaged with it. We
quickly tap, scroll, tap, scroll through the endless surge of images and video. The ASS Time
(Average Social Screen Time) on Instagram has plummeted to as low as one second. Users
scroll to an image, maybe like it and move onto the next image, completely disengaged with
what they are looking at. It’s just digital chewing gum for the brain. It’s why social sharing has
almost no impact on your brand.
And what about all that thought leadership content floating in cyberspace? At best, much of it
remains in the ‘download folder’ of computers, because we’re too busy to print it or consume it
in any depth.
Content marketing is driving content failure
Ironically the failure of much of our digital content is being driven by the content itself, coupled
by `Fear of Missing Out’ (FOMO). The average punter is water-boarded with content from
friends, strangers, government, institutions and brands every second of the day. Add to this
deluge the modern dilemma of FOMO forcing consumers to have minimal engagement with
content, and you can see why brands gain almost zero benefit.
Consumers know there’s loads more content coming down the digital pipe and they don’t
want to miss it. So they quickly and disengagingly ‘like’ something, or ignore it, before moving
to the next set of pixels.
So if you’re responsible for a marketing budget, particularly a B2B one, you need to rethink
your commitment to digital. Stick with the proven channels that continue to work. Then test the
emerging digital channels, because that’s the single biggest benefit of digital media. You can
test a marketing message and learn immediately if it works or not. Then you can refine the
message, or ignore the media. And of course you can stop wasting your money in digital
channels that don’t perform – there are way more of them than those that do perform. m
Malcolm Auld is a business consultant, best-selling marketing author and educator. Visit www.
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