Keep it Concise. The Key to Reaching Consumers in a Busy World.

With various information and media surrounding your target audience, it has never been more important to create a marketing strategy that not only reaches consumers, but also resonates with them. So how do you do that? Simple; keep your outreach as concise as possible.

The amount of media Americans consume each day via television, radio, phone and computer is astonishing. According to The U.S. Digital Consumer Report by Nielsen, the average U.S. consumer spends 60 hours a week consuming content across multiple devices. 60 HOURS A WEEK!! Social media usage is also a standard practice in our daily lives—almost half (47%) of smartphone owners visit social networks every day!

Consumers are busy, and in order to stand out in a cluttered world, your brand needs to provide something of value to them and share it with them in a short and sweet manner through both traditional and non-traditional avenues!

The Goldfish Conundrum, by Christine Birkner, encourages brands to create shorter, “snackable” content throughout their marketing strategies. What do we mean by “snackable” content? Essentially, short-form data, such as text, imagery or video, that consumers can quickly engage with, possibly on-the-go, on a smaller screen, that will hopefully leave them hungry for more in the future. See the below SXSW panel presentation, which examines the future of “snackable” content!

With the growing habits of multiscreen devices, it’s imperative for brands to find ways to stand out from the clutter that surrounds consumers on a daily basis. Providing “snackable” content in a concise way will be just the ticket to getting, and holding, a consumer’s attention. Even if it is only for 15 seconds!


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