Attention Span is Getting Even Shorter
Just where are we in America with attention span? According to
eMarketer, the average person spends 16 minutes and 49 seconds a day consuming content. Just how much of that time can any content creator expect to grab? Not much. You’re Almost Done with This Article
If you’re like the average person, you’ll only spend 37 seconds reading this article.
That means we don’t have long to make an impression. It also means you’re just about ready to move on from this article. So we’ll get right to the point!
How Do We Keep People’s Attention Longer?
Given how short attention span is getting, and considering a host of other factors, advertising and marketing is less about features and benefits anymore, and much more about making an emotional connection with storytelling.
We think of this as
messaging strategy. And we’ve offered some practical tips here in our Local Marketing blog about messaging, and even more specifically headlines and e-mail subject lines. How To Build Your Marketing IQ
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After 3 decades as a professional marketer, serial entrepreneur and business consultant Steven Ludwig shares his best practices for small business marketing for owners, managers, and marketers with limited time, money, and expertise.
Steven started his professional marketing career in broadcasting in the early ‘90s in Chicago after attending Valparaiso University. After a brief stint at an advertising agency specializing in entertainment and sports marketing where he worked with radio and television stations, movie theatre companies, record labels, musicians, and professional sports teams, he moved to Nashville to form The Marketing Group with his long-time business partner, Jim Wood.
Having worked with some of the largest brands in the world, in 2010 he returned to local marketing primarily out of an interest and excitement for working with small business owners to build stronger companies. That desire comes out of early days in radio, where he worked closely with everything from car dealerships to restaurants, insurance and real estate agents, banks, home services companies, and specialty retailers of all kinds.
Over the past decade, he has been on the bleeding edge of digital marketing technology, constantly seeking to understand complex strategies employed by giant corporations and then translate those capabilities into tactics small businesses can execute at a local level.
Today, in addition to other business ventures with his wife and other long-time business partners, he still lives outside Nashville in Franklin, Tennessee and currently serves as Executive Chairman of EmpowerLocal, a digital marketing company building a nationwide network of digital, hyperlocal news and lifestyle publishers to provide efficient advertising opportunities for local, regional, and national brands.