“Short is in,” declares David Daniels of The Relevancy Group, describing what he calls the “Short Burst Society.” Our attention spans are getting shorter, and so are our communications:
More than 50% of us skip commercials
900 million+ of us place short status updates on our Facebook profiles; 50% do so every day
500 million+ use Twitter; 135K+ new accounts are created daily, at least 320 new members every minute
72%+ of U.S. consumers have SMS plans – at least 203 million consumers
And as a result of people spending so much time on Facebook, in particular, that network has emerged as a powerhouse marketing channel, rivaling a brand’s own website in some cases.
Summer, 2012: The Relevancy Group did an executive survey. Among other questions, they asked: In terms of consumer engagement, defined by clicks, shares, and time spent, select the top 3 marketing channels where your deepest consumer engagement occurs.This is not a problem for marketers who can adapt and use shorter communications and social media (Facebook in particular) in tandem with tried-and-true tactics like email.
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