Where Is Your Customers’ Attention Right Now?

Quick. Without looking, where is your phone? Chances are, it’s not more than five feet away. That should tell you all you need to know about the current direction of integrated marketing.

But you don’t have to listen to us (or your phone). Try Gary, instead.

Gary Gets It

Gary Vaynerchuk, of Wine Library TV and Vayner Media, has been crushing it in theThank-You Economy for years, and doing so by staying consistently ahead of the curve. Recently, he blogged about where he sees marketing heading in 2016 and beyond.

Where Your Marketing Should Be

The problem for most marketers, says Vaynerchuck, is that they are living in the past.

“The mistake they are making is this: they are not following where consumers’ attention is going. And in marketing, we need to be placing importance on attention, not impressions. Too many marketers blow their budget on…print advertising and other media “that no longer have the attention to justify the cost.”

The two areas today where businesses of all sizes should be concentrating their marketing efforts are: (1) mobile, which includes social networks and apps, and (2) video.

Whenever people have their fun interrupted by an ad, they instinctively turn to their smartphone for more entertainment. Hence, the phone is never far away.

Methods of Mobile

Mobile marketing provides myriad avenues for catching the customer’s attention. Share compelling images and videos on Instagram. Answer or pose questions on Quora. Pass along updates on LinkedIn. Share video with Vine, Snapchat, or Periscope.

Right now video is the medium with the most consumer attention, as Gary V. sees it.

The Internet has helped make the tools for creating quality video content more affordable, accessible, and easier to use than ever. And the social networks that are gaining ground are doing so because of their emphasis on video.

The Big Three Networks

Back in the Golden Age of television, the Big Three were NBC, CBS and ABC.

Today, the big three social networks are Facebook, Instagram and Snapchat. Each is capitalizing on video in unique ways that allow for amazing targeting and brand storytelling capabilities.

The bottom line for Vaynerchuk is that marketers need to follow the customers, and go wherever they like to go, instead of expecting them to follow you. If your customers spend their free time on smartphones watching videos, then that should be a good reason for you to make videos.

See our ever-expanding archive for a host of helpful video-making tips.

Good News: Promotional Products are ‘On Fleek’ with Millennials (Marketing Tango)

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You may not understand what most Millennials are saying – the struggle is real – but you can at least choose ‘perf’ promotional products they’ll like. These swaggy picks are‘hundo p’ approved to garner the right kind of attention among the demographic, which no integrated marketer can afford to ignore.

Why Millennials Matter

Generally considered to be born between 1977 and 2000, Millennials make up 25 percent of the U.S. population and account for 21 percent of consumer discretionary purchases – well more than a trillion dollars in direct buyer power, according toMillennialMarketing.com.

At least one in four of them are parents, and 37 percent of Millennials say they’re willing to purchase a product or service to support a cause they believe in – even if it means paying a bit more. And with Millennials making up 53.5 percent of the workforce, according to Pew Research Center, they’re in the sweet spot of any business-to-business marketing campaign.

Srsly. So fill up your integrated marketing shopping cart with promo items they’ll ‘gramabout you happily.

Get Techy. Razorfish’s Digital Dopamine report puts 83 percent of U.S. Millennials owning a smartphone, so help them connect on the go. Branded charging cables, headphones or ear buds, microfiber wipes and touchscreen gloves all standout as potential premiums.

Healthy Is Wealthy. Nearly two out of three Millennials say healthy living is one of their top goals, according to Principal Financial Group’s Millennial Research Study. Reusable, BPA-free water and sports bottles fit in with their goals, and stress-relieving swag routinely racks-up Millennial likes. Think creatively with aromatherapy candles, sleep masks or big-people coloring books.

Safety First. This is one of the most safety-conscious generations, says the Millennial Values research study. They’ll wear reflective gear outdoors and stock up on emergency preparedness items like personal straws with water-filtration systems.

Do the Right Thing. You can capture their hearts by promoting causes that align with your brand and help make the world a better place. Try timing integrated marketing campaigns to support health awareness months. For example, March is national Workplace Eye Wellness Month. Eyeglass or sunglass cases emblazoned with your logo and brand message make a statement.

To stay up to date on promotional product trends, bookmark our library of ideas, and to create a broader marketing strategy to reach Millennials, consider how Toyota approached this group with its popular Prius campaign.

(On Fleek: on point, well-executed, worthy of acknowledgement; perf: perfect; hundo p: one hundred percent).

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Survey Reveals Generational Gap in Content Consumption


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Some outward differences between age groups are easily observed, such as hairstyle, clothing, and taste in cars and music.

But as tuned-in integrated marketers know, it’s the unseen differences–like values, preferences and online behaviors–that businesses need to be aware of.

Case in point: the recently revealed ‘generation gap’ in digital content consumption that exists between Millennials, Generation Xers, and Baby Boomers. Researchers define the groups by the year in which they were born:

  • Millennials–1977-1995
  • GenXers–1965-1976
  • Baby Boomers–1946-1964

If you don’t know which content your customers enjoy (and ignore) the most, you’re pouring marketing resources down the proverbial drain.

Likes, Dislikes and Habits

Some interesting and instructive differences between the groups recently came to light in an eye-opening survey of 1200 adults from Fractl and BuzzStream. Key findings, summarized below, may help inform your content strategy, and fine-tune the production of future marketing resources:

Survey participants were asked to share opinions and preferences for 15 types of content, ranging from blog articles to white papers. Respondents also estimated how much time they typically spend engaging with different content. Here’s a taste of what their answers revealed:

Most and Least Loved Content

  • Content most favored by all three groups: blog articles, images, comments, and eBooks.
  • Content least favored by all three groups: webinars, quizzes, SlideShares and white papers. (Question for B2B marketers: how does this revelation square with your current content marketing strategy?)

Preferred Length

When it comes to content, it turns out the attention span for all three generations is roughly equal, with each group most preferring articles of about 300 words. Half of boomers polled like pieces that shorter than the 300 count, while 18 percent go for content totaling 200 words.

And here’s one you didn’t see coming: 20 percent GenXers prefer longer articles of 500 words or more.

Time Spent Engaging Online

Now, you might think that younger people spend more time with content. But you’d be wrong. Boomers lead handily in this stat: more than 25 percent screen-gaze for at least 20 hours weekly. By comparison, the largest percentage of both Millennials and GenXers (23 percent) only consume between five and 10 hours per week.

Stay Tuned. There’s More to Come.

We agree with experts who predict a breakout year for companies who market with content.
We also feel strongly in helping new and experienced practitioners maximize content effectiveness.

That’s why we’re planning a rare part-two follow-up to this post. Part Two will not only explain predicted trends may impact your business, it will also break down the latest recommended best practices, and provide access to a free downloadable content marketing checklist.


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