The Incredibly Shrinking Attention Span

Swiping, scrolling, multi-tasking, surfing, scanning…. They all describe our behavior with digital media, entertainment, email and social media.  Our attention spans have been trained to consume ever smaller bite-sized content.  The average amount of time Americans spend evaluating marketing messages before choosing further engagement or action can vary depending on several factors, such as the type of message, the platform it’s delivered on, and the individual’s level of interest in the product or service being advertised.

According to a study by Microsoft, the average human attention span has decreased from 12 seconds in 2000 to just 8 seconds in 2018. This means that marketers have a limited amount of time to capture and maintain a person’s attention.

In terms of evaluating marketing messages, research suggests that consumers typically spend just a few seconds scanning an advertisement or message before deciding whether to engage further or move on. In some cases, consumers may take a few minutes to read or watch a longer-form advertisement or marketing message, but the attention span is still relatively short.

Therefore, it’s important for small businesses to create marketing messages that are concise, clear, and impactful, and to use attention-grabbing visuals and messaging to capture the audience’s attention quickly. Marketers should focus on delivering the most important information and benefits upfront, and use calls to action that encourage immediate engagement or action. By doing so, small businesses can maximize the effectiveness of their marketing efforts and increase engagement and conversions.

LMSG believes a fractional Chief Marketing Officer (CMO) can bring a wealth of experience and expertise to SMB’s. They can help a small business develop a comprehensive marketing strategy, increase brand awareness, improve customer relationships, and make data-driven decisions. A CMO can be an invaluable asset for a small business looking to grow and succeed in today’s competitive market.

For more information and a free 30 minute 1:1 CMO Consultation click here.