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Communications Recap

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by

Stephanie Braswell

on 17 July 2014

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Transcript of Communications Recap

Attention spans have been decreasing over the past decade with the increase in external stimulation.

The average attention span in 2013 8 seconds
The average attention span in 2000 12 seconds
The average attention span of a gold fish 9 seconds

Reading & Learning Habits
are changing:
People want information in short burst with the option of digging deeper
Days of 2000+ word magazine articles or emails that scroll multiple screens are over
People get information from a variety of sources and take minimal time to absorb it.

Source: National Center for Biotechnology Information Research Date: 1.1.2014
Digital

The vast majority of Americans now get news in some digital format.

Communication
While email isn’t dead, one thing is clear: The email newsletter is a dinosaur. Emails that mimic print newsletters are bulky and monstrous in size.
These newsletters try to accomplish too much, and in the end, they do very little to drive results.
How do we communicate in the digital world?
Email Marketing 8 second challenge tips:
We’re still addicted to our inboxes, spending 2.6 hours reading and sending emails every day. Fifty-eight percent of people confess checking email is the first thing they do in the morning
Tell a compelling story.
The number-one reason people sign up for emails is because they think they’re going to get something. Foster that connection in every email with strong images and copy that support your brand story.

Make it scannable.
We process images 60,000 times faster than text. Use images that convey your message and get strategic about where you place those images, as they’re key to drawing the eye.

Routing interest
By redirecting people to where they can read more elsewhere on the topic allows people to dig deeper if they want more content or continue on scanning the email.
Social Media
The word "media" no longer refers to traditional sources for news like television, radio or newspapers.

Do not treat social media as a passing fad. It's here to stay and should be treated as a legitimate and valuable tool in your marketing plan.
Full transcript