Contributed by CustomerThink.com
Featuring Alex Sobol, Co-Founder at The Millennium Alliance
We are living in an age of “information overload,” with the constant barrage of apps, messages and updates exceeding the brain’s capacity to process. This trend is clearly playing out in the current advertising and marketing landscape. With a relentless focus on performance, today’s brands are pumping out ever-increasing volumes of ads and marketing campaigns – a “high volume” strategy for finding the winners fast.
According to Hero Rankings, the average U.S. citizen encounters anywhere from 4,000–10,000 ads per day (especially online), up from around 500 per day in the 1970s. With individuals consciously registering less than 100 ads on an average day, this advertising and marketing onslaught makes it exponentially harder for brands to stand out.
In a B2B sales context, this translates to customers and prospects being more distracted — and having lower attention spans, according to researchers at Northeastern University — than ever before. This raises the bar for garnering a prospect’s attention higher than it’s ever been. It’s not that you’re a bad salesperson, unlikeable or a failure – you just haven’t adapted to the new B2B sales climate.
Read the full article & stay ahead here.
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