Delivering a message has never been harder. The problem is no one has time to pay attention. As of 2013, the average attention span dropped to eight seconds, one second less than that of a goldfish, according to the National Center for Biotechnology Information.
With this type of lightning speed marketing environment how can we successfully deliver our message and engage with our potential clients and buyers?
According to a recent PBS.org/mediashift article entitled Marketing’s Visual Revolution the answer is to GO VISUAL OR VANISH (CAPTURE ATTENTION)!
Many people are said to be visual learners. That is, they assimilate information best when they are able to visualize what’s being communicated rather than having to read text or listen to instructions.
According to 3M Corporation, 90 percent of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text.
So, in this age of shrinking attention spans and expanding digital media, it reasons that marketers who want to make an impactful impression on consumers MUST leverage engaging, visual content in their communications. Simply telling a prospective customer in long-winded text why a certain brand or product is better is a sure-fire recipe for inattention and wasted marketing dollars.
The PBS Media Shift article underscores just how important it is for 21st century marketers to abandon many of their 20th century assumptions in order to maximize consumer engagement and response. If you’re not engaging consumers visually, then you’re likely not engaging them at all.