FINAL WORD
As customer expectations continue to shift , capturing an audience ’ s attention has become one of the biggest challenges currently faced by marketers . Especially as the trends of immediate gratification , shortform content and perpetual connectivity are making it increasingly difficult to engage in any meaningful way with consumers .
According to research , human attention span has dropped to just eight seconds across all generations . That ’ s shorter than a goldfish ’ s . If you break it down further , the time in which marketers have to draw in their audience gets much shorter . Gen Z , for example , only has an active attention span of approximately 1.3 seconds when it comes to advertising .
Enter immersive experiences . A growing trend that has become central to many brands ’ marketing strategies , emerging as a powerful way to instantly grab , and hold , an audience ’ s attention . More than that , it is a technique that transforms audience members from passive recipients to active participants in the narrative of a marketing campaign . That said , immersive experiences take a lot of work to create . In fact , to build something truly outstanding that an audience will want to interact with , and will remember afterwards , requires a fair amount of insight into your consumers ’ needs and interests .
So , before we lose your attention to the next distraction , we want to discuss how you can harness new technology – such as the power of Artificial Intelligence ( AI ) – to build innovative , creative solutions that will captivate , engage and entertain your customers .
Why immersive experiences are essential for engagement
As the world becomes increasingly digitised and the level of convenience offered to people continues to increase , customer expectations have risen higher than ever . The onus is now on companies to provide a memorable , personalised user experience to their customers or risk losing out on their business .
Immersive technologies – such as Virtual Reality , Augmented Reality and Mixed Reality – are a key tool in providing these memorable experiences . In fact , a recent study from Capgemini Research Institute revealed that 58 % of the consumers surveyed mentioned immersive experiences could be impactful and valuable during product / service selection and purchase .
And brands have already started using these tools to great effect . Take , for example , Sephora ’ s announcement earlier this year about offering its customers skincare personalisation technology and solutions , both in-store and online . Or Volvo ’ s recently created app that allows
Jessica Jacobs , Group Chief Customer & Partnerships Officer , Incubeta
ACCORDING TO RESEARCH , HUMAN ATTENTION SPAN HAS DROPPED TO JUST EIGHT SECONDS ACROSS ALL GENERATIONS .
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