miami-oracle-distraction to disruption under 30

Distraction to DisruptionIn < 30 seconds

How Do We Break Through theIncreasing Social Mobile TensionTo Reach Distracted Consumers

Distraction to Disruption < 3030 seconds or less. This is the average length of time that consumers spend reading or listening to online marketing communications.

Consumers watch TV, surf the Internet, and check new emails simultaneously (multi-screening), which means marketers are dealing with increasingly distracted consumers.

Source: YouGov.UK, 2015

Distraction to Disruption < 30

• Spending less than 30 seconds reading messages leaves brands with a very limited amount of time to capture consumer attention.

• The proliferation of tablet devices, smartphones, and new media platforms, the practice of multi-screening is becoming an increasingly prevalent habit for today’s modern consumer.

Distraction to Disruption < 30Diminishing Attention Spans for

Web, Email, Text, & Social CreatesTENSION!!

• Consumers are increasingly engaged in multi-screening and moving from social media to online shopping to the TV.

• With attention being distracted away from reading marketing content from brands, the channels that brands are using to engage with consumers can make or break the success of a campaign.

Source: eMarketer, April 2015

Distraction to Disruption < 30Diminishing Attention Spans for

Web, Email, Text, & Social CreatesTENSION!!

• Social mobile rules with about 60% or so of social media time spent on smartphones and tablets versus fixed internet sources (desktop).

• Time spent with digital devices has grown rapidly, rising from less than 2.5 hours in 2011 to an estimated 4 hours, 39 minutes per day in 2015*

Source: eMarketer, April 2015

Distraction to Disruption < 30Rising Customer Expectations

• 50% of consumers spend on average between 5 and 30 seconds on incoming marketing emails. This suggests that the unobtrusive, opt-in nature of email continues to reign supreme.

• 32% of consumers spend the same amount of time on marketing SMS texts, demonstrating that as a marketing channel, mobile continues to be challenging as a method for distributing marketing content.

Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – January 2014Source: YouGov.UK, 2015

Distraction to Disruption < 30Rising Customer Expectations

• 27% of consumers spend 5 to 30 seconds reading Tweets, Facebook posts, or content posted on other social channels.

• Key communications channels—web, mobile, social, and email—are in use sequentially and simultaneously by consumers.

Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – January 2014Source: YouGov.UK, 2015

Distraction to Disruption < 30Digital Disruption Trends

• Device shift – from PCs to mobile/touch devices.– Smartphones have 60% penetration US– Phones and tablets have 40% of personal computer time

• Communications shift – from voice to data and video– Email & voice on TSP has dropped 80 to 60%– Talk time reduced from 60 to 20%

• Content shift – from bundled to fragmented– App’s more than doubled to 30 per phone

Source: McKinsey, Digital disruption: Consumer trends, March 2014

Distraction to Disruption < 30Digital Disruption Trends

• Social shift – from growth to monetization– Social account for > 25% of Internet time – Reaching > 75% of Internet users

• Retail shift – from channel to experience– > 50% mobile users research retail purchase– < 5% of retail sales are online

Source: McKinsey, Digital disruption: Consumer trends, March 2014

Distraction to Disruption < 30The Expectation Economy

When looking at customer expectations and the complexity they can cause for brands, experts in the industry refer to a trend that has been building for some time called the expectation economy.• Consumers have high expectations for each online interaction or

experience they have with a retailer be it price point, customer service, product quality, or interaction.

• These factors enable the distracted consumer to create tension for retailers as they hunt down and expect the “best of the best” from their favourite brands.


Distraction to Disruption < 30The Expectation Economy

• 33% of consumers expect brands to contact them with relevant incentives and discounts within a day of registration or subscription to a website or service.

• Consumers expect to receive quick, highly relevant discounts, services, and products based on the behaviours they have shared online with the brand.

• Effective use of customer data through social listening, a data management platform (DMP) and marketing automation will become increasingly crucial to the success or failure of marketing campaigns.


Distraction to Disruption < 30Profile of the Distracted Customer

Based on an online survey by YouGov who polled over 2,000 UK adults found, the proliferation of tablet devices, smartphones, and new media platforms, the practice of multi-screening has become a the daily habit for today’s distracted consumer.

• 49% of respondents receive between 2–10 emails per day from all brands to which they actively subscribe.

• 19% of them receive 11 or more marketing emails per day.

• 8% of consumers are reading every marketing email they receive


Distraction to Disruption < 30Profile of the Distracted Customer

• 43% are reading less than half of emails sent by marketers.

• 23% are most likely to look at or read marketing content from brands on weekdays, between 5 p.m. and 11 p.m.

• 32% have liked a brand on Facebook

• 12% claim to follow a brand on Twitter.


So… How Do We Break Through?

Consider …• As of 2014, there are now over 7.3 billion active mobile accounts

worldwide – Global population is 7.2 billion

• Wearables are the next disruption. 116 million smart wearable devices will ship around the globe in 2017, more than four times the amount being shipped right now.

• As of 2014, there were over 12 billion internet-connected devices be in use worldwide – or 1.7 devices per person*

• On average consumers use 5 devices.


• Source: Search Analytics, October 2014• Source: Digitas, Connected Commerce, April 2015


Consider …• By 2020, there will be 33 billion internet-connected devices in use

worldwide—or 4.3 devices for every person on the planet.*

• The Internet of Things has already connected five billion devices – how will this effect consumer distraction via the Internet of Everything?

• By 2020, the globe will be plugged into the AORTA (Always On Real-Time Access)

• Our average attention span is now 8 seconds – 1 second less than a goldfish.


* Source: Search Analytics, October 2014


Now, mobile and social are disrupting everything, redrawing the consumer journey in ways that force marketers to adapt and innovate in real time. How do we keep up?Do we…• Consider using different devices for different stages of their purchase

journey. The distracted consumer has predictable behaviours by device that can be leveraged.

• Consider using permission-based, first party login data vs third party data – web browsers are blocking third-party cookies by default (Safari, Firefox).


So… How Do We Break Through?Do we…• Make mobile a unique, stand-alone piece of an integrated, cross-channel

customer journey.• Embrace the IoT and ensure permission-based consumer identity is at the

core of each of our products and services, • Create personalized content & design experiences optimised to individual

behaviour and preferences.



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miami-oracle-distraction to disruption under 30

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