How to Reclaim Consumer Attention in an Increasingly Fragmented Digital World

There are 86,400 seconds in a day. By some estimates, Americans now spend more than 25,000 of those seconds staring at some sort of screen.

This may suggest we’re in a golden age for marketers, but we’re not. The sheer number of channels vying for peoples’ attention — TV, video games, social media, websites — actually makes it harder for marketing to get noticed. 

How can marketers make a dent with consumers these days? How can they cut through all the noise and get their products noticed?

In our new eBook, From Pixels to People: Reclaiming Consumer Attention in an Increasingly Fragmented Digital World, we answer these questions by breaking down why consumers are increasingly tuning out of advertising, the shifting advertising landscape, and how direct mail marketing alone or in combination with a digital campaign can greatly increase your chance of success with your marketing.

Here’s an excerpt:

"Adding to the challenges for marketers and the companies they represent is the issue of digital advertising unpredictability.

Take targeting, for example. In 2021, Apple added App Tracking Transparency to the operating system of its iPhone. Despite a blitz of ads from the likes of Facebook about how this change to how ads could b e targeted would harm small businesses, the government refused to step in and Apple’s new policy went into effect.

Similarly, when Elon Musk purchased Twitter in 2022 and rebranded the platform to X, the results were predictably unpredictable for advertisers. When Musk chose to upend how verified accounts on the platform were handled, among other changes, trust was immediately eroded in users and advertisers, and it didn’t take long for major brands to discover their ads were often nestled next to unsavory — and, in some cases, outright racist — content.

These are just two recent examples of how large platforms can quickly cut the feet from under digital marketers and companies. Stark reminders that one simple addition to an OS, one change in ownership, one tweak to an algorithm can have a severe negative impact on others down the chain.
Of course, not many people are going to feel sorry for the likes of billionaires Mark Zuckerberg and Elon Musk about losing ad revenue.

But the hundreds of thousands of businesses that relied upon Facebook’s extensive targeting capabilities, and Twitter’s millions of addicted users, for advertising suddenly faced a world where:

• Ad personalization was severely limited
• The attention of consumers was extremely fragmented
• Consumer trust in ads and platforms was eroding quickly
• Analytics was far less useful
• A/B testing and optimization was much more challenging

In the midst of these challenges facing digital advertising, it’s no surprise that businesses and marketing teams are desperately seeking alternative strategies to build consumer trust and yield campaign success.

Enter direct mail—a once overlooked gem now being rediscovered by savvy marketers for its ability to deliver tangible results."

Whether your goal is lead generation, acquisition, selling to existing customers, building loyalty, driving traffic, or winning back former customers, the information in our eBook can help you transform your marketing and improve results. Visit here to get your free copy!