Have we reached the limits of the attention economy?
Retailers can feel pressured to use every channel to reach today’s connected consumer. But that’s impossible – and counterproductive. Too often campaigns target devices, not people. When everybody’s using multiple screens, paying per click may not be cost-effective. Who are you talking to – devices, cookies and apps? Or real people?
When Netflix reported a drop in U.S. subscriptions in July, the media world paused. There are lessons here for marketing. There are only so many hours in the day, and a limit on how much time consumers can spend on their devices. Retailers need to get back to the “connected” marketing paradigm that focuses on convenience and creating positive experiences for customers at every touchpoint.
Download, “Are We All Facing the Netflix Syndrome?” for a new way to think about marketing for sustainable growth.