Nevarnost ni pozornost, je kontekst

Depositphotos 26983473 s

Z Markom Schaeferjem smo v našem podcastu imeli fantastičen intervju o njegovi objavi, Kako fizika družbenih medijev ubija vašo tržno strategijo. Mark zagotavlja dokaze, da mora vsako podjetje delati na zagotavljanju spektakularne vsebine, večje količine dragocene vsebine in zagotavljanju te vsebine tam, kjer je občinstvo.

Prisluhnite našemu intervjuju z Markom Schaeferjem

Some folks call this snackable content and some nuggets. There’s an explosion of this content thanks to visual mediums like Pinterest, Instagram and Vine. Given this growth of easily digestible content, the myth that’s being propagated throughout marketing and the internet is that consumers’ attention spans are getting shorter. Večopravilnost, moteči dejavniki, e-pošta, telefon, aplikacije ... vse to nas mora odvzeti od nalog, ki jih imamo.

I’m calling BS.

Not BS on Mark’s advice, which I believe is spot on. I’m calling BS that the attention span of the average business or consumer is getting smaller. I believe the attention span and focus is greater than it’s ever been. I believe consumers are leveraging search, social media and tools to become more efficient at consuming information than we ever have been in history. Twenty years ago, we didn’t have the opportunity to find and thoroughly research our next purchase from the palm of our hand. We had to rely on sales professionals and marketing material alone. Purchases and decisions were made within the trust of a handshake and sometimes little else.

In the ol’ days of the Internet, it was referred to as the informacijski avtocesti. Razlog je bil preprost ... toliko informacij je bilo na voljo v milisekundah. Za tržnike je bilo to izjemno dragoceno. Ta zadnji teden sem moral najti nov sistem za upravljanje oglasov za svoj spletni dnevnik, potem ko je zadnji ukinil nekatere ključne funkcije. Po nekaj minutah sem imel temeljit seznam platform. Po nekaj urah sem lahko raziskal, kateri imajo lastnosti, ki jih potrebujem. In v nekaj dneh sem vsakega preizkusil. Rezultat tega je bil, da sem našel platformo z vsemi funkcijami, ki sem jih potreboval, ne da bi kdaj govoril s kom ali podpisal kakršno koli pogodbo.

No other project had my attention during that period. I wasn’t on Facebook and Twitter. I wasn’t answering phone calls. Short attention span? Not a chance. That said, many of the sites that I visited lost me. Poor feature documentation, lousy overview videos, difficult registration processes, no contact information… all of these inhibited my ability to get the context I needed to make my decision.

schumacherjeva preprostost

Some marketers utilize focus and context deceptively to their advantage. The average case study, for instance, points to a client that’s had the greatest results with the product or service sold, ignores other contributing factors, and never mentions the clients who had terrible results. The result is that the consumer or business that’s making the purchase decision is left to analyze the information and see whether it’s a good purchase decision.

Readers are left to generate their own context around the facts you’ve provided. This can lead to missed expectations and may generate leads that aren’t a good fit for your organization.

Key to Mark’s advice here is ponujajo neverjetno vsebino IN ohranjajo kakovost vsebine hkrati pa je bolj prebavljiva. V skrajnem primeru je to naloga a odličen informacijski oblikovalec. Preveč infografik je zgolj tona statističnih podatkov, ki jih dobimo v lepi grafiki. Toda najboljše infografike razvijejo celoto zgodba da grafika in statistika znotraj podpore.

Twitter v primerjavi z blogiranjem

Mnogi bi verjeli, da je to razlika med Twitterjem in blogiranjem ... da je Twitter namenjen uporabnikom s pomanjkanjem pozornosti in da blogiranje daje kontekst, ki ga potrebujemo. Trdim, da je Twitter izjemno dragocen zaradi konteksta, ki ga ustvarja. V katerem koli podjetju, uporabniku, temi, posodobitvi ali hashtagu Twitter omogoči pogovore in povezave, da vam da kontekst, ki ga potrebujete. Aplikacije, kot sta Vine in Instagram, nimajo možnosti povezovanja za globlji kontekst - vendar verjamem, da bo prišlo (še posebej, ko zahtevajo oglaševanje).

Don’t be concerned with the attention span of the reader. Be concerned that you’re providing the greatest value and full context optimized and minimized in the most efficient, effective, and portable media possible.

2 Komentarji

  1. 1
  2. 2

    Ne morem se strinjati več. Pravzaprav sem imel danes ta pogovor z nekom. Rekli so, "poglejte, kako Godin piše", na kar sem odgovoril z besedami, "to je kot reči" poglejte, kako Harvard zbira denar. "

    Oba sta izjemna. Trdna, vznemirljiva, zanimiva vsebina bo pritegnila pozornost ljudi.

    Na mestu si. Hvala za to. Velik oboževalec Schaeferja (od njegove objave tukaj-http: //www.bususinessgrow.com/2013/04/16/three-dazzling-examples-that-turned-online-influence-into-offline-results/)

    prav tako, zato se veselite podcasta ... več dokazov za vaše stališče!

Kaj menite?

Ta stran uporablja Akismet za zmanjšanje nezaželene pošte. Preberite, kako se vaš komentar obravnava.