This article, titled "Thanks Social Media – Our Attention span is Now Shorter than a Goldfish", was published in 2014.
This myth was circulating the world at the time. Scientists had previously measured the attention span of people and found it to be 8 seconds. In 2000, this fell from 20 seconds to 20 seconds. The old myth had it that 9 second attention spans were common in goldfish. So it was assumed that our attention span was shorter than a fish because of social media, which was booming in the early naughts.
Marketing was about creating shorter content, more entertainment and more images. This meant that there would be more direct promotion. Since then, the assumption that our attention span is shorter than a goldfish was proven false.
The research actually showed that our ability to process information has actually risen despite all the distractions we are constantly facing. What does this mean for content and digital marketing? Focus on the things that work. Promotive content is still more popular and more effective than helpful content. Stories are better than snippets. Jokes are better than facts.
Continue reading to learn why it is important to avoid this "Social Media ruined attention spans and they now are shorter than a fish" myth.
Here are some quick tips:
- Nobody has ever measured the attention span of a goldfish.
- According to research, our ability and capacity to process information has increased as well as the distractions we receive from social media.
- Content marketing is still about helping people.
Personal Goldfish Story
On October 9, 1999, I married the love and life of my dreams. We were taken to Hawaii the next day for an unforgettable honeymoon that we still talk about 23 years later.
Two days into our trip I was filming the sunset. The date stamp on my old camcorder screen indicated that it was October 12 the.
What is October 12th? It's my birthday! Oh my God, I completely forgot it was mine!
This was 1999. This was before Facebook. Before Twitter. Before iPhones.
We have been distracted from the beginning.
Quick Professional Goldfish Story
This one example of content marketing that was truly focused on my industry has been something I have talked about for years. They were a great example of how content marketing can be used at SAP to reach and convert your target audience. They were a great example for my keynotes and workshops on content marketing strategy.
They called me a few months later, after I had started the company, to ask me to help them with their strategy. I couldn't contain my excitement. The editor then left. My main contact then left. Her replacement then left. (What was the matter?)
Finally, I called their Managing Editor. I was called the "VP of Thought Leadership". She said that they didn’t need me. They didn't really need the content that we strongly believe in. Expert content that balances quality and quantity. She doesn't believe in thought-leadership content. (Ummmm, your title is . .)
Her explanation was the most shocking: She said they had looked into analytics. They found that shorter content had more engagement. Her main KPI was engagement. The basis of her entire year's performance was increasing engagement.
They were going to make shorter posts, she concluded. Make the site more like a newsfeed with flashy and sexy content to drive engagement.
She should write single-word articles and upload videos of porn. Because it would increase engagement.
I was not invited back to work with this company. This shining example of OG Content Marketing is no more.
What does all this have to do the goldfish? This will never change. The desire to pursue shinier objects, shorter content and flashier visuals will continue. We will always have a myth, a statistic, or an influencer who will sell us the belief that content marketing takes too long, is too difficult, or costs too much. But all the evidence supports the contrary.
Origin of the Goldfish Myth
It is more common for goldfish to have short attention spans than urban legend. Because we think they are swimming in a bowl and darting around, we say that you have the "short" memory of a fish.
The attention span of a goldfish has never been measured. Recent research has shown that goldfish can retain information for as long as 5 months. This is quite impressive for such a small fish.
It all began when Statistic Brain reported (the original page is no longer available) on a study done by the "National Center for Biotechnology Information at the U.S. National Library of Medicine" (nothing on their site about it). The study stated that the average attention span of a human has decreased from 12 seconds in 2000, to 8 seconds in 2013. This is 1 second less than the attention span for a goldfish. OMG! Goldfish have a attention span of 9 seconds, which is 1 second longer than you and me.
According to the original source this was due to "external stimulation" for all of the content that we produce and distribute across all social media channels. According to the research, it is impossible to find it right now.
"Most psychologists and educators agree that focusing attention on one task is essential for achieving one's goals. As a result, attention spans have declined over the past decade due to increased external stimulation.
Bottom line: This was all just a bunch of crap!
This doesn't mean we're not distracted
There have been constant sirens yelling that there is too many information. Our heads will explode. It happened when the second person said the word. Cool. But what about the second? How many could there be?
This was true in the past with the invention of writing, printing presses, the internet and social media. It's still happening today with web 3.0, which is the beginning of practical AI applications. Human brains are learning more, seeing more, and consuming more. But, hey, I binge-watched the entire season of The Watcher as if it were nothing. You should seriously watch the trailer. Then, watch the show and then call me. Insane!
Wait. Okay, stay focused.
Yes, we are.
- Our phones are checked more than 200 times per hour
- Average office worker (poor schmuck), spends 3 hours a day distracted by activities other than work
- 25% of teens report that they have forgotten important information about their family and friends.
- 7% of people forget their birthdays every now and again (at least, I'm not the only one).
- The majority of people check their email at least 30 times per hour.
We are consuming more information today than ever before. Today's average person consumes more information per day than they did 500 years ago. This compares to the average person who consumed the same amount of information 50 years ago.
Information is consumed, which leads to progress, and then more information. Since the dawn of human evolution, this loop has been running.
The Content Marketing Imperative
What does this all mean for content marketing? Marketing? For business?
My very first speech was entitled The Battle for Customer Attention. Ironically, it featured an image of a fish. One that is not short on attention spans. One that stands out.
How can we stand out in a sea of marketing content?
- Make the content that people want
- Use stories to reach new buyers.
- Instead of wasting your time with banner ads and promotion, use research and thought leadership.
- You should publish as much content as possible, as it is helpful.
- Share personal stories about your successes and failures, just like I did in my book mean People Suck.
- The ROI of the best ideas can be measured and tested.
- Be brave to do good work that you are proud of
Our SEO blog writing services will help you stand out and grow your business. You can also request a consultation with our team to get a free consultation!
Marketing Insider Group published the post The Social Media Myth Has Busted Our Average Attention span Goldfish Myth.
Frequently Asked Questions
What are the 7 steps to an internet marketing strategy?
Internet marketing strategies can be used to reach business goals via online media. The seven main steps include planning and research, implementation, monitoring as well as analysis, optimization and evaluation. Each step is crucial for internet marketing success and should be done regularly.
- Planning – This step involves identifying and developing a strategy for reaching your target audience. It is important to consider who may buy your product or service, and what it costs.
- Research allows you to better understand your customers' needs and interests so you can make the right product or service choices. You also gain valuable insight into consumer behavior and trends.
- You will need to choose a platform (e.g. Facebook) and decide where you want your ads placed. Once you've chosen your platforms, ensure they're set up correctly. Decide whether to spend money on advertising or pay per-click.
- Monitoring – Monitoring lets you see how your efforts are performing. Google Analytics is an analytics tool that tracks traffic flows, conversion rates, customer demographics, and other metrics.
- This analysis will allow you to compare your results with benchmarks and past performance levels. This step shows you how to improve areas where you are struggling.
- Optimization – Optimizing a site is making changes that increase its effectiveness in attracting visitors. You can add new features or alter how users navigate through your site.
- Evaluation – Evaluating your progress lets you see how well your campaign performs. Are there opportunities to improve? If not, you may not have reached your goals. You'll still need to address any issues.
How to Build an Ecommerce Marketing Plan?
First, you need to decide what products or services you want to market. This should include products or services that relate to your business. But, you must also offer enough variety for customers to be interested.
The second step is to determine how much advertising, promotion, and other marketing strategies you will need. You may need to use multiple methods, such as direct mail, email blasts, social media sites, search engine optimization, and more.
Once you have a rough idea of your budget, you can start to plan for each option. You might want to consult an expert in e-marketing if you aren't sure which marketing strategy is best for you business. They can help decide the best marketing strategy for your business.
Once you have a plan in place, it is time to implement it. It is possible to hire someone else to assist you in this process.
Start from scratch, you don't have to reinvent the wheel. Try proven strategies that have worked in the past for other online shops. Make sure you test everything before you make any major changes.
It is important to remember that your ultimate goal in eCommerce marketing is to increase profits and sales. Your eCommerce marketing strategy needs to consider both short-term and long-term goals.
Our article on eCommerce marketing tips will help you increase your sales. We hope they can help you achieve your goals!
What are some direct marketing examples you can think of?
Direct Marketing Examples include postcards, brochures, flyers, e-mails, etc.
Direct marketing helps you reach people at home or on the go. It's the best way of communicating with customers who have already selected your product/service over another.
You must know what kind of message would appeal most to your target market.
It is important to understand your customer's needs and give it to them.
Direct marketing can be used to promote your business in many different ways. Direct marketing can be used to promote your business in many ways. You can send out catalogs to potential customers and advertise in local papers.
You can also create a mailing list that is unique to your customers. You can easily add subscribers to your existing customers list if there is a good database.
Finally, you can ask your current customers if they'd like to receive promotional materials. Some companies offer discounts to those who sign up for special offers.
- Today, 81% of brands around the world have affiliate programs. (influencermarketinghub.com)
- Many experts recommend you share 20% of your promotional content and 80% of other valuable content you find. (marketinginsidergroup.com)
- 81% of brands employ affiliate marketing, and eCommerce sites are particularly good candidates. (blog.hubspot.com)
- From 2020 to 2022, eMarketer predicts that digital marketing will grow by 36% and take up 54% of marketing budgets! (marketinginsidergroup.com)
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
Top 10 Affiliate Marketing Strategy for 2022
Affiliate marketing has become a very popular way for marketers to advertise online.
It allows companies without any upfront expenses to promote their products. Instead, affiliates earn a commission every time users purchase the advertised goods.
There are two main types: performance-based or cost-per sale. A performance-based affiliate program is one that pays an affiliate after a specific number of sales are made. An affiliate earns a fixed amount per sale regardless of whether or not he sells any product.
We will cover the top ten affiliate marketing strategies of 2022 in this article. We will discuss each strategy and show examples of successful campaigns.
#1. 1. Create a brand loyalty program
Brand loyalty programs are becoming increasingly common among eCommerce sites. They enable customers to accumulate points whenever they shop or visit a website.
These points can later redeem for discounts, rewards or other special offers.
Amazon Prime is one example. It gives members access exclusive deals or perks.
Amazon also offers a referral program called Associates. This program lets merchants refer shoppers to Amazon and receive a percentage of the revenue generated from those referrals.
#2. 2. Use social media to promote products
Advertising products is easy on social media platforms such Instagram, Twitter, Pinterest, Instagram and Instagram.
Potential buyers can be targeted directly by companies through ad campaigns. Facebook, for example, allows advertisers to target certain groups of people based upon their interests and demographics.
Targeting people within a particular distance of a store is also possible.
Twitter is another platform that companies can use to quickly reach their target audiences. Companies can use Twitter to send out tweets, ask questions and share content.
Instagram is similar to Twitter in that it allows brands and consumers to interact. Instagram, however, doesn't allow businesses send direct messages, as opposed to Twitter.
Instead, posts appear on followers' feeds automatically.
Pinterest is yet another social network that allows businesses to connect with customers. These connections include the sharing of images, asking questions, and answering customer inquiries.
Influencer marketing can help increase brand awareness. Brands can partner with influencers to offer them incentives for posting promotional material about their products.
This partnership may include giving influencers free products to try or review.
These partnerships go beyond product reviews. Influencers may also be brand ambassadors.
Brands can hire influencers to host giveaways, provide opinions, answer questions, or simply show off their products.
#4. Make video ads
Video ads are increasingly in demand. People love watching videos online, especially since smartphones and tablets became mainstream.
Advertisers may use video ads as a way to get attention and persuade viewers of their products to click on the links.
YouTube is the largest website where advertisers can place video ads. Advertisers can upload short clips up to 60 seconds on YouTube.
Google AdWords allows you to place video ads. Google uses keywords to match ad placements to relevant searches.
#5. Run Mobile Campaigns
Mobile apps are becoming increasingly popular. Mobile apps allow users to download and play games, listen to music, read books, or watch movies.
People spend hours reading, playing games, listening to music, watching movies, and even watching TV.
To drive more traffic to your website, businesses should look into mobile apps.
Apps can be downloaded to smart devices such as iPhones and iPads, Android phones and tablets.
App stores can be found for Apple iOS, Google Play Windows Phones, Blackberry OS, Kindle Fire, and Windows Phones.
A shopping cart is an efficient way to sell physical products.
Customers can add items directly to their shopping cart.
Online shopping carts are gaining popularity. Many online retailers, such as eBay, allow customers to create accounts and browse product lists.
Amazon and other online retailers have integrated shopping carts to their websites. Customers can choose what items they want to order and pay for them right away.
It is a great way of attracting new customers.
Companies often send out press releases when they launch a new line.
The release may include information on the new line's features and pricing.
The company can market the new products once the launch has been completed.
#8. Develop Cross-Channel Marketing Programs
Cross-channel Marketing refers to marketing efforts on different channels.
Cross-channel marketing can include, for instance, sending emails to subscribers via email, promoting products on social media, and running banner advertising on search engines.
Multichannel exposure can be a boon for some companies.
One example is that some companies sell products in brick-and mortar locations. They also sell products online.
Some companies may use both channels simultaneously in an effort to increase sales.
#9. Leverage Data Analytics
Companies can use data analytics to enhance their business operations and maximize their profits. This involves analysing data taken from many sources to determine patterns and trends.
Analytics can help you identify problems, assess current practices, predict the future, and make suggestions for improvements.
Analytics tools can gather data from many sources including web servers, databases and applications.
These tools can be used by companies to better understand the behavior of their customers.
Every business must be customer-oriented. Customers who are satisfied will be more inclined to return for additional services.
Satisfied customers are more likely to refer your products to others.
Satisfied customers are less likely to complain of poor service.
Therefore, increasing customer satisfaction is critical for all businesses.
You can do this by offering exceptional customer support.
Make sure your employees are responsive to customer questions promptly and can resolve any issues quickly.
Offer quick shipping options so customers don’t have to wait too much before receiving their orders.
Also, make sure your website is easy to navigate.
Your site should load quickly, and give clear instructions.
Keep in mind that not all customers are created equal.
Customers might require extra help, while others will not need it.
Therefore, it is important to tailor customer support policies to individual needs.
Doing this ensures that everyone receives excellent service.
For more information on how to launch an affiliate campaign, see our guide.
We've covered everything you need to know about starting an affiliate marketing campaign.
Now that you know how to start an effective affiliate marketing campaign, you can begin building relationships with other bloggers and publishers.
This will give you experience and credibility.
This expertise can then be leveraged to earn
By: Michael Brenner
Title: Busting The Social Media Ruined Our Average Attention Span Goldfish Myth
Sourced From: marketinginsidergroup.com/content-marketing/thanks-social-media-average-attention-span-now-shorter-goldfish/
Published Date: Fri, 18 Nov 2022 14:00:00 +0000