Consumers complain all the time about the Machiavellian marketing ploys of money-hungry companies, out to eat the contents of consumer wallets. But the truth is marketing ploys are the result of a company’s perception of consumer wants and trends. So, as quick as consumers show a lack of interest in a particular marketing tactic a new one is deployed in its place. Today, with marketing pitches zinging across the digital multiverse at speeds unheard of a mere generation or two ago, it’s easy to understand why more and more consumers are acquiring a glassy eyed stance as they look at or hear their one millionth pitch. Digital fatigue isn’t just a cute, coined industry term, it’s a real idea with real people attached to it. But it is not an insurmountable beast. If that so, internet superstars like TikTok could not rise. Even with John Q consumer being yoo-hooed by every pretty marketing ploy on the internet, yours can still be the one to catch his eye and take Johnny home. Be creative, be pliant and willing to throw out all former templates. Remember, Fido does not like pills. But Fido will take one dipped in peanut butter. So cover your nugget of useful, indispensable know-how in a batter of supersized entertainment. Homespun, a la fireside chats of yore, is one good way to go. Zoom taught, or retaught, us all that straight from the heart and hearth still matters to Americans. Use all the toys in your toolbox, text, graphics, video, internet celebs. Put people into the mix. Everyone wants a star moment. Ask questions, do fun games and puzzles. Take polls. Do not be afraid to spend money for the priceless prize of getting the full attention of the consumer ear and eye.
- Consumers are hard to keep focused and easily bored. But this is not insurmountable. If it were sites like TikTok would not be the superstars they are.
- To be the eye candy that catches and pulls in that picky browser try keeping the information load short and specific and the entertainment quotient high.
- Be willing to spend lots of money on getting an exclusive look that will breed happy familiarity with your target audience.
“We asked the speakers lined up for 2021 Content Marketing World to share their recommendations on how to break through your audience’s digital fatigue.”