The faster you are the stronger you. The faster, the better. With everything so instant, your marketing strategy also needs to be quick and effective. Segueing into our understanding of the latest trend “catch me in seconds”. It’s no joke these days that the consumers have an attention span of 5 seconds. And if you fail to engage them, you have lost them permanently. In another scenario if you do achieve to grab their eyeballs you are guaranteed of your success.
Consumers these days want information as soon as possible. If they are looking for a definition on Google, they would not scroll to the bottom of the page, they want their queries and questions answered within seconds. A part of this also is attributed to how well your product or service is able to solve the problems of the potential consumer. One of the reasons why Sensodyne did so well in India. Because no other toothpaste brand addressed the issue of the sensitive teeth. And in India where our taste buds are exposed to multiple sensations, eating something cold, hot, sour, etc. can easily affect your teeth. Their ad campaigns were also so simple and straightforward. Hence, they managed to get the attention and the response they desired.
As a marketer one must aim to engage all the sensory feelings of the target consumer. It should be emotional yet thought provoking, there should be a very tangible takeaway for the consumer. This can be seen in the example of the advertisement of Doublemint mint where the whole advertisement is about two lovers and less about the mint itself. So, as a YouTube advertisement, the viewer is automatically engaged in the emotional story of young love. And next time when he goes to buy mints off the shelf off a supermarket he or she is reminded of the emotions, the feelings, and the butterflies in their heart while watching the ad on the internet immediately decides to buy a pack of Doublemint.Similarly, an exclusive entry to the premier of the new clothing collection of a brand that allows only a few lucky members to shop before everyone else with an advantage to certain discount, will keep the customer coming back to your store even if the experience happened once. This is because the store and the brand have managed to keep the thrill and excitement of exclusivity going.
Influencers who are authentic and reliable have the same power. For example, news channels that are considered trustworthy immediately have the attention of the viewer and also become their all-time source of information having the ability to catch the viewer in seconds. If there is something unique yet effective, fun yet informative, different yet relatable the audience will come back to you. They will listen to you; all one needs to do is find creative ways to engage. In a way that isn’t a monologue rather a dialogue. For example, Netflix’s social media account doesn’t seem at all like a brand talking to people. It’s like any other person making memes and also watching what other people are doing, people who are Netflix’s primary audience. This is an engagement that is unique, fun and exciting. That’s why people wait for the response of Netflix on comments and memes about its new shows, series, and movies.
To wrap up the trend, catch me in seconds is to be precise. To do away with all the paraphernalia and try to be creatively precise, concise without being too blunt. To achieve the perfect art of balance.