A few weeks ago, Business Insider shared a graphic depicting the "insane" and rising number of social media channels that are now available. I'm a huge fan of social, but forewarning: that chart will make you go cross-eyed.
So in starting to wonder how we can successfully market to people who are constantly on the move -- between places, platforms and devices, I thought -- how often does someone grab my attention? And is it often enough?
You see, at any given point of the day I'm plugged into social media. But that doesn't mean I can refresh my feed non-stop. The viewing window is just a small snippet of the chatter I follow and, theoretically, am trying engage with. So I apologize: favorite retailers, brands and restaurants -- I didn't intentionally ignore you. In fact, I'm a sucker for sales. And if there's mention of free shipping or extra loyalty points, I'll likely click through and investigate -- but I can't if I don't see your message.
And I'm convinced I'm not the only one. Now, more than ever, consumers are anxious (if not expectant) for brands to reach out and make a connection. By following, pinning and posting, they’re asking for just that. As marketers, we need to close the gap on those raising their hands and falling victim to the interrupted newsfeed. We need to plan for someone to (dare I say it) step away from their phone, iPad or computer, from time to time because, frankly, our message may go right out that small window.
Leave it to the occasional chart to remind us our audience is a moving target. It's going to take more than one device, channel, or shiny new app to hit the mark. (But if there's a sale on shoes happening, someone just text me.)