9 Strategies for Memorable Advertising When Your Audience Is Chronically Distracted

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9 Strategies for Memorable
Advertising When Your Audience Is Chronically
Distracted

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1. Optimize your ads for declining attention
spans.
p1. Optimize your ads for declining attention
spans.
1. Optimize your ads for declining attention
spans.
timize your ads for declining attention spans.

• The consistently shrinking attention span is one
  of advertising's greatest challenges. Consider
  the following statistics
• In a recent study, Microsoft revealed the average
  attention span has decreasedfrom about 12 seconds
  in 2000 to about eight seconds today.
• A study by Jampp shows that our attention spans
  decline by about 88 percentevery year --
  especially thanks to technology and mobile apps.
• Some sources estimate we are exposed to up to
  5,000 ads daily -- a sharp increase from a few
  decades ago.
• Audiences suffer from declining attention spans,
  but they're bombarded with more ads than ever
  before. With that in mind, it's essential to
  embrace the KISS principle Keep it simple,
  stupid.

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2. Follow the 'Rule of Seven.'

• One of advertising's golden rules is explained by
  the Rule of Seven Most prospects will need to
  see your message at least seven times before they
  consider your offer. Dont expect most people to
  convert the first time they see your offer.
  Instead, use different means and channels to get
  the same message across to them. You'll increase
  the odds they'll respond to your offer.

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3. Retarget your ads to people familiar with your
brand.

• According to Marketing Metrics, the probability
  of selling to a new prospect is about 5 to 20
  percent while the probability of selling to an
  existing customer is about 60 to 70 percent. It's
  much easier to market to people who already are
  familiar with your brand or who have been
  customers in the past than it is to "sell" people
  who are just learning about you. Research shows
  that retargeting your message to people who
  previouly have visited your website can result in
  10 times the clicks and a 70 percent increase in
  conversions.

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4. Sensory adaptation beats CTA color.

• II I one of its articles years ago, Hubspot
  famously proclaimed that Red beats greenin
  terms of colored-button performance. For a long
  time, experts have touted red as the best choice
  for a call to action (CTA). Unbounce, on the
  other hand, says orange leads to more
  conversions. Others have found green, yellow or
  blue to be best.
• So which color, really, produces the best
  results? None of the above. Color psychology has
  taken a back seat to an even more powerful
  underlying principle sensory adaptation. In
  basic terms, our brains ignore anything that
  blends in with its surruondings. A green button
  will convert better on a page using a red color
  scheme and vice versa. You should ensure your
  CTAs stand out. Do this, and every color will
  convert well for you.

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5. Segment and target.

• Marketing Sherpa structured a study that compared
  the return on investment of targeted emails (sent
  to users based on their interests) with
  "batch-and-blast" emails (sent to everyone on the
  list). Segmented emails resulted in a 208 percent
  higher conversion rate than emails that werent
  targeted. Increasingly, advertising research
  emphasizes the importance of segmenting and
  targeting. More recently, marketing professionals
  are using artificial intelligence to develop
  sophisticated options for targeting users.

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6. Focus on retention.

• A recent study from Adobe Digital Insights found
  that ads are getting more expensive while
  reaching fewer consumers. Experts expect this
  trend to continue as users find more ways to
  block ads. Meanwhile, advertising platforms will
  struggle to increase revenue. To get the most
  from your advertising efforts, consider ways to
  retain users. It's more economical than paying to
  reach them each time. Start building a user list
  you can segment into groups an email list, a
  push-notification list and others.

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7. Dont ignore mobile.

• Overlooking mobile users is perhaps the deadliest
  mistake any advertiser can make at this point in
  time. Mobile-only internet users outnumber
  desktop-only users. What's more, research shows
  that engagement is higher on mobile devices than
  on desktop devices. If you don't have a
  mobile-advertising strategy, youre alienating
  more than half your potential customers.

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8. Embrace the 'less is more' principle.

• Its easy to assume that presenting people with
  more options will yield a better ROI, but that
  isnt always the case. In fact, psychologist
  Barry Schwartz argued against this in his book
  "The Paradox of Choice." He cited a jam study
  conducted by Sheena Iyengar and Mark Lepper. The
  pair of researchers divided shoppers into two
  groups. They presented the first group of
  shoppers with a table that contained six
  varieties of jam. The second group of shoppers
  were offered a table containing 24 varieties of
  jam. More people viewed the table with greater
  options, but 10 times as many people actually
  purchased from the table with fewer varieties of
  jam. You can do the same Provide fewer options,
  and you'll see conversions increase.

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9. Use text strategically.

• An image is worth a thousand words -- until it
  isnt. A lot has been said about the power of
  images to drive action and boost advertising
  conversion. But an increasing body of research is
  finding that when used properly, text is even
  more effective than rampant visuals. Launchbit
  found that text-heavy banner ads generally result
  in more clicks and conversions than banners that
  consist primarily of graphics and colors. Theres
  an important caveat, though Ensure your text
  communicates exactly what users will gain when
  they click your ad.

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