No2: We want more content in less time:
“Catch me in Seconds”
Swipe, click and scroll are now the main reflexes to search for information among Catch Me in Seconds consumers. With improved technology, accessibility and usage, consumers can find immense amounts of information with fewer barriers. Consumers have the same capacity to process information as before but now contend with much more information to process, needing to identify the most relevant bits quickly. They are constantly seeking personalised, authentic and appealing channels. Catch Me in Seconds consumers want brands to make their information, product or service as accessible as possible in a short timeframe to compete with other demands.
For consumers in 2021, the marketing channels that appear authentic — friends, family and independent consumers — are the growing trusted sources. Conversely, marketing channels directly influenced by a brand and its service or product rank lower in influence. Increasingly, consumers are turning to trusted sources to help sift through the immense amounts of information available and make decisions quickly.
Attention spans are not only becoming shorter, but the Catch Me in Seconds trend is also causing consumers to be more selective when sifting through considerable amounts of information in a matter of moments.
As consumers seek to engage with brands, products and services in the most authentic way, online influencers are gaining traction as an emerging digital marketing channel. Consumers typically follow influencers with similar values, trusted reviews and content that evokes a positive response. This resulted in a shift from brand-led macro influencers to micro influencers, independent of brands. This channel particularly resonates with users aged 18 to 44 years, especially in regions with younger populations.
an example of this in the real world: Fendi with Toplife China
Fendi is an Italian premium luxury fashion brand.
In 2018, Fendi partnered with Toplife, the luxury e-commerce platform established by jd.com, to launch a hybrid “drop” for its ff Reloaded capsule collection. “Drops” are similar to flash sales but are for a shorter time period or have limited quantities. The brand has continued to invest in capsule collections to be made available via the “drop” format and at a global scale. Digital innovation of physical pop-ups is popular with consumers who like exclusive and experiential shopping, through speedy delivery and advanced technologies that match the in-store experience.
Across many goods and service sectors, what makes something premium or luxurious is evolving. No longer is price the sole determinant. Time is key and the promise of time saving is a driver of innovation and disruption, leading to new products and services. Technology has enabled companies to share more information. Consumers have the same capacity to process as before, but now contend with much more information to process.
We see brands leveraging this trend to capture attention. Through “drops,” brands are making their merchandise available exclusively for a short period of time. Here, the product is only accessible to those with not just the money, but also the time to make the purchase. For more widely available products, people are willing to pay a premium price to have quicker access.
Social media is changing, permitting people to access content with shorter live stories and videos. Some platforms offer people ways to consume more content in the same amount of time. For example, they can select faster playback speeds on YouTube and certain podcast platforms. Consumers are taking in more information but expect to spend the same amount of time.