Marketing , Publishing

4 Ways to Capture your Audiences’ Attention

To get you started on how to hold your audience's attention.

To capture the chunk of the sales pie that your organization deserves, you will have to capture the attention of your audience. The overwhelming amount of data available can lead to analysis paralysis. Therefore, to get you started here are some easy steps you can take to hold your audience’s attention.

        1. Be innovative

The media today is saturated with messages. Even marketing events where the audience comes with the express purpose of receiving marketing messages can leave them overwhelmed. All day long, they are the target of information explosion. As such, you have to infuse your offering with innovative technology to truly capture your audience’s attention.

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 At the moment, videos are among the most effective tools available to a marketer. Various studies have found that watching a short video can increase your audience’s understanding of the product by as much as 74% and they are 64% more likely to make a purchase on the site after watching a video. Further, 46% of Internet users were found to take some action watching a video online on a retail website. Many studies have found that video promotion is 600% more effective than print and online promotion.

Videos simulate an experience, are relatively low cost and a fun way to forge a connection with your audience. Live videos are even more powerful as the immediacy adds to the appeal of the video and picks the audience curiosity instantly. But why stop at videos when you can take it another step forward? Smartphones today are a powerful platform that allows your audience to dive into augmented reality. Thanks to the infusion of AR/VR features on social media platform which has already made the audience familiar with the technology, you can use the same to enhance the value you can provide and build unforgettable experiences - without worrying about first educating the audience on how to dive into such experiences.

Technologies like WOWSOME’s help you integrate AR/VR into your events enabling you to gamify your audience’s experience and hold their attention longer. While it is added fun for the audience, you will be able to capture unique insights into customer behavior through these experiences. If all this sounds too overwhelming, you can start with something as simple as a 360-video instead of the plain-old video, to add-on to the benefits of having a video campaign and better showcase your brand.

  1. Expand the customer’s outreach

With the advent of social media, the customer today wants to be able to communicate instantly and demands instant gratification. If they like a brand, they want to be able to engage with them anywhere, any time. They want the product/service they purchase to be delivered instantaneously. So, if you want the customer to keep you in mind, make sure that your communications are effective and that you are easily accessible to your audience before, during and after any marketing event.

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 Start using mobile technology, especially wearable tech, to expand the outreach. Wearable tech has moved beyond health stats and the number of wearable devices is expected to reach over 160 million units by 2020. Whether it is a branded app or just an email alert - you have to find a way to reach your customers via their wearable devices. According to a recent survey, as many as 70% of the consumers today are willing to engage with the brands of their choice via wearable tech.

Equally important is to have a social media presence. Facebook claims that a whopping 88% of Internet users have an account with them. Instagram and Twitter are not too far behind in the popularity race. Make sure that you reach out to the people who engage with your brand during an event through the social media channel as well. Nothing is more rewarding in garnering an additional audience to you than some of your present audience sharing their experience online. Further, an active presence on the most popular social media platforms will let you not just promote upcoming events and share photos, videos, and updates from recent engagements, but also let you respond to any questions or feedback your audience may have and offer exclusive deals to your biggest supporters.

  1. Personalize your offerings

Today’s consumer is not happy with one-size-fits-all offers. In fact, a generic communication is likely to turn her off. What delights them are brands that appreciate their engagement by tailoring their offering to meet her specific preferences and needs. She will support you even through a lean phase if you make her feel appreciated for the loyalty she shows you.

Never forget that the audience today is broadcasting its preference right to you. Tap into the constant stream of data, supplement it with data you get to capture your own events. Keep an eye on brands that they interact with and purchases they make, figure out what they enjoy most when in a face-to-face interaction. Use all this to hone your message to the tastes, preferences, and habits of your audience.

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 Then, use all this information in your message to show your audience that you get them. Call them by their names, offer customized buying options to fit perfectly with their needs at the hour. Don’t just stop there - make recommendations based on what they are currently into. These recommendations need not be your products alone - they can be complementary products as well. Do not miss a chance to co-brand with brands that naturally go with your offerings.

You do not have to make these customized offers and recommendations based on human intuition alone. Use big data analytics and machine learning algorithms to crunch the numbers, and use the insights they generate to influence your audience.  

  1. Make longitudinal plans

In our experience, an oft-repeated mistake of even the best marketing team is to limit their plans to a single marketing event. You may have the best experience laid out for the audience who participate in your event or are touched by your marketing campaign, but you will miss out on the long-term benefits of the event's success if you do not have a plan to engage your audience in the long term.

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 The audience that participates in your event must have a positive experience - but it is not enough to justify your investment in the best-in-class technology and design. It is equally important to give your audience an opportunity to spread the word. Nothing influences more number of consumers than word of mouth marketing. This is where trust is built and true return on your investment earned. The customer lifetime value is a more important parameter than the value generated through sales that follow your event. Make sure to regularly use communication prompts like creative hashtags, photo contests, mailing lists etc. to engage with your audience even months after your event has included.

Equally important is to capture the data from these long-term engagement activities. The more you know about your customer, the tighter will your hold be on their attention. Do not shy away from follow up polls and surveys to gauge their reaction, but even more important is to identify people you can have lengthier interviews with and ask for event reviews from.

With schools across the nation out for summer vacations, this is a good time to capture the whole family as an audience. Keep the simple steps mentioned above, and you will be able to hold their attention well.

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About WOWSOME

WOWSOME solves marketers’ problems using mixed reality. Our obsessive Research in computer vision, integrated with marketing and advertising best practices, created the most useful suite of products in the segment.

Our solutions merge marketing & edutainment, real and digital, founding a mixed reality that delights as much as it advances us towards an evolved lifestyle.


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