Do you have a hold on your customer's attention?
Because we're picky.
And the more choice we get the pickier we are.
We pay more attention to content when it's coming from a source that we find:
But just because someone notices you doesn't mean they're paying attention.
- appropriate and
Given my interest in you reading my newsletter, I should be the last person to say this.
But written-text is so 1762.
And don't get me wrong, I love reading!
Written-text is great for explaining things.
But for grabbing your attention?
Especially when you're scrolling faster than you think?
A text wall is the last thing you need.
Because you process images 60 000x faster than text.
93% of all communication is visual.
Visual stimulation grabs your attention, affects your attitude and enhances your emotions.
Complex information is even easier for you to process if it's visual.
You'll also remember the important details better later on.
That's why interactive content performs better.
Yet most content produced today is static.
But things are changing.
A recent benchmark report on ABM programs noted that 44% of marketers are already using interactive content that's tailored to the industry or role of their prospects.
And interactive content isn't limited to online.
Data visualisations and infographics are just a start.
When it comes to getting – and holding – your attention, brands are pulling out all the stops offline.
Amazon delighted customers receiving deliveries around Halloween with an interactive AR pumpkin.
And Cadilac launched a virtual showroom for luxury car buyers.
But Fortnite is the undisputed king of attention.
Disney, Netflix and other streaming services see the game as their biggest threat.
Because Fortnite has the potential to captivate millions.
Their latest season finale had 3.4 million viewers on YouTube.
And a whopping 15.3 million participants.
As a comparison, the Game of Thrones season finale had 13.6 million viewers.
And all they could do was sit and watch.
The success of Fortnite reveals a fascinating truth.
Fortnite isn't just a game.
It's a destination.
With a myriad of immersive entertainment experiences and social interactions.
And in a world full of distractions, attention is the real currency.
Self-care isn't a luxury anymore
This dumpster fire of a year has had one up-side: a growing interest in self-care and wellness.
We don't see wellness as a luxury anymore.
The global pandemic has changed how we work, socialise and unwind.
Not to mention that it's taken a toll on our mental health.
Facebook says mindful wellness is a major indicator that people are making time for self-care.
Over the course of the year, this trend has graduated from treating yourself to small indulgences, to planning for the future.
Pinterest is calling 2021 the year of rebirth.
In their 'Not-yet-trending' report for 2021, Pinterest is predicting that when people can't venture outwards, they turn inwards.
They say that next year we're looking forward to turning our homes into sanctuaries for work, play and relaxation.
Pinners are seeking inspiration on a whole host of activities.
From mindful wellness activities for kids, prepping gourmet meals at home and advice on being financially independent to creating a better aesthetic at home with LED lights.
And brands are already responding.
Like Colgate, who partnered with the meditation app Headspace, to reward people for using Colgate Hum, a smart brushing app.
Colgate gave their customers 'smile points' in exchange for brushing their teeth and completing other in-app tasks.
When you earned 200 points, you got a free 60-day trial to Headspace with the Hum app.
And the possibility to continue using Headspace through Hum after the trial period.
Check out more campaigns that promote mental health and are making a difference.
Digitalisation in Asia is leaving the West far, far behind
TikTok isn't the only disruption in social media and e-commerce to come out of China in 2020.
Other trends from Chinese e-commerce are now going mainstream.
China, the land of online marketplaces, is already home to 3 of the top 5 highest-grossing marketplaces in the world.
In many ways, e-commerce in China is still starkly different than what we're used to.
Everything in China is app-driven and centralised to a handful of platforms.
The centre of growth is shifting and Asia is expected to represent 56% of global consumer demand by 2030.
Global brands are already using China as a blueprint for developing their e-commerce strategies for the next decade.
The two biggest e-commerce trends to come out of China this year are:
- Live e-commerce
- Social e-commerce
Amazon ran Amazon Live in the US on Prime Day.
And Facebook introduced 'Live Shopping' for both Facebook and Instagram.
Now all major social media apps – Pinterest, Snap Chat, YouTube and TikTok – offer shoppable content or integration with your Shopify store.
Influencer-driven ecommerce and live-streaming are excelling in China.
You've may have seen this video – "Creepy Social Media Influencer School in China" – floating around lately:
During a live-stream, customers can interact with each other and the influencer, discuss the product, ask questions and place an order – all at the same time.
On Singles' Day this year, JD made $15m in a 6-second live-streaming session.
Brands are embracing influencer-driven e-commerce with open arms.
Because it offers a combination of entertainment, engaging with brands and meeting your favourite influencers.
Consumers in Asia skipped the credit card altogether.
They went straight from cash to e-wallets instead.
And the same is now true for new business models.
Mobile banking, robo-advisory services, and wealth management tools have all enabled a shift towards mobile-first e-commerce.
Consumers in Asia aren't only open to these new technologies but actively embracing them.
And this is giving rise to a new type of business model - the super app.
For consumers, super apps offer a single point of contact into a vast ecosystem of services.
And for businesses, it brings down the cost of marketing and sales – furthering the benefits of building digital value networks.
What does this mean for you?
There are differences in regulation, consumer maturity and consumer preferences with China.
And you shouldn't chase advancement for the sake of advancement itself.
But you should be focusing on finding new ways to serve your customers.
Focus on building digitally-enabled value chains, collaborative ecosystems for e-commerce and innovative go-to-market solutions.
The blueprint already exists.
Now you just have to make the most of it.
If you like this section, come join me on Substack.
- COVID-19 made our tech addiction worse: It’s time to do something about it. (Read)
- How carwow and Vauxhall made the switch to electric vehicles easier for more than 1m viewers. (Read)
- The fragmentation of everything. (Read)
- Virtual collaboration won’t be the death of creativity. (Read)
- How webcam travel is giving tourism a lifeline during the pandemic. (Read)
That's where I collect and share my top 10 favourite marketing reads of the day.
“Build something 100 people love, not something 1 million people kind of like.”
- Brian Chesky
Until next week,
PS. Are we connected on LinkedIn? No? Let's remedy that, shall we?