siliconindia | | July 20189· Drastic drop in attention span (hu-man attention span has dropped from 12 seconds in 2000s to 8 second now)· People turning blind eye to display ads (Banner blindness ­ Average ban-ner click through rate has moved from 1% in early 2000s to 0.2-0.3% now)· Multiple options and varied informa-tion sources has made user journey far more complex and non-linear before they make any purchase decisionThe new realities of the Internet world are forcing digital marketers to innovate to get user attention amid massive clutter. Some of the key exist-ing and new aspects of digital market-ing will help brands to be more rele-vant and get better returns.Content is and will remain King: This statement has become clichéd but marketers still either don't understand the power of content or are unable to implement successful content plan. With people turning blind eye to ads and seeking more content for making informed decision, brands need to cre-ate more and relevant content. This is especially critical in a sector like BFSI where BankBazaar operates. Here, even small decisions have far reaching consequences, and people do a lot of research before taking a decision. Peo-ple look for content across platforms, and it is important to have quality content in a format that is right for a given platform. Quantity doesn't mat-ter. Content has to be to the point and relevant to the topic and the platform. At BankBazaar, we strongly believe that good content never dies and is a life time investment which will yield perpetual dividends for brands. Personalization will define Brand's commitment to serve better: At any given point in time, a user has multiple options on Internet to fulfill their needs. Unless brand gives superior end-to-end customized experience, chances are there that they will lose them to competition. With integrated technology available digital can enable personalization right from point of targeting and communication to unique website experience and post purchase assistance. Contextual Marketing and rise of Native ads: Marketers found it easy to bombard people with big loud banner ads hoping and praying that people will engage with them. However, this has led to increase in Banner Blindness.Brands need to understand their prospective customers content con-sumption patterns in context to own business. Ads need to be smartly inte-grated with relevant content for people to find them relevant and not a distrac-tion. Emergence of native ads clearly proves that newer ad formats needs to be contextual and relevant else will be rejected by users. Emergence of video as Dominant Communication Format: Video has now become one of the most preferred mode of content consumption with YoY consumption growth of 35%. However, with so many options avail-able on internet, people have become extremely choosy in what they want to consume and what to reject. Brands must evolve and use various video for-mats for effective storytelling and rel-evant content dissemination. Video as a medium gets relatively higher atten-tion span and can be a strong commu-nication weapon for marketers. What will help brands stand out and make a mark will be a strong idea supported by great storytelling. To summarize digital with its tech-nological abilities can act as a boon and bane. Brands and digital market-ers need to have a customer first ap-proach and use digital marketing as a value addition for customers and not an intrusion.
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