Welcome back, followers. If you’re new, this is our weekly column called #WTFWednesday, which highlights common marketing practices which leave us scratching our heads. This week? The prevalent nature of “digital ADD.”
Did you know that the attention span of a goldfish is a mere 9 seconds? Back in 2015, Microsoft did a study that found people now generally lose concentration after only 8 seconds, highlighting the effects of an increasingly-digitized lifestyle on the brain. Fast forward to 2018; two weeks ago I was on a call with Google where they stated that 53% of website visits are abandoned if a mobile site takes longer than 3 seconds to load.
WTF??? 3 seconds is too long? Yup, that’s what Google knows. They proceeded to speak to the fact that today the consumer feels 3 things, only 1 of which has positive connotations:
- Curious
- Demanding
- Impatient
With regards to Google searches there has recently been a 2x increase for the search phrase “same day shipping,” a 150% increase in travel searches for “today” or “tonight,” and a 3x increase for the search phrase “open now.” People expect immediacy. For better or worse consumers want it NOW and if they don’t get it from you they don’t say, “WTF?” They simply move on to the next option where they can get it.
People want to KNOW, GO, DO, and BUY.
I want to look at all this and say, “This is crazy…I don’t behave like this,” but in fact I do. I want to think nobody does this…but to do so would be to my peril as a business owner. I can complain about it and say, “WTF is this world coming to?” or I can embrace the curious, the demanding, and the impatient customers out there, and hopefully do it in 3 seconds or less.
So, what are the best ways to spit and polish your digital doorstep, marketing presentations, and sales collateral so that YOUR business makes the 3-second cut? Contact us today and we’ll show you how.
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