Attention spans aren’t getting shorter after all – professionals are simply becoming more selective in the content they consume. Is your content ticking all the right boxes?
Professionals get pickier with content
The 2018 State of Attention Report by Prezi has given us some great insights into the impact of content and presentations on business professionals across demographics.
Around six in ten professionals admit to paying more attention to content now than a year ago. Yet, as B2B Marketing writes, 42% say they’ve become more selective in what content they consume.
The report reveals how important it is for brands to capitalise on storytelling – be it telling the story behind their company, their team, or the story of their services and products. In fact, around 85% told the study that a strong narrative was key to maintaining audience engagement.
That said, just one-third of business professionals said that a great story has the potential to capture their attention and keep them engaged with the content. This means that to engage professionals successfully, storytelling should be combined with other tactics – compelling visuals being one of them.
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UK companies struggling to deliver quality omnichannel CX
Almost all (93%) UK companies in a recent Calabrio study recognised how important it is to deliver a quality customer experience (CX) across every channel, but 55% don't believe they are actually doing it.
The report, titled The Danger of Digital: Why digital self-service without true omnichannel strategies risks the entire customer experience, uncovered that many firms are ditching the operational planning of new channels so that they can meet customer demands as fast as possible.
The main reasons respondents gave for not delivering quality, omnichannel CX included inadequate employee training (42%) and insufficient budget (38%), reports B2B Marketing.
The US beats the UK when it comes to omnichannel CX planning. Around 56% of US firms currently utilise customer interaction data to inform insights, though this figure drops to 45% among UK companies.
Moreover, 55% of companies in the US said they have altered how they hire services staff now they have more channels, compared with 44% of UK firms.
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Majority of companies failing to comply with GDPR
We last reported on GDPR bringing benefits to the marketers who took steps to prepare for it, in the form of increased customer trust, loyalty and engagement. Still, the majority of businesses are struggling to adapt.
Data from Talend, reported on by Technology Decisions, found that around 70% of global businesses failed to comply with the regulation requiring them to address requests from individuals to obtain copies of their personal data within a one-month timeframe.
For its report, the company filed and monitored personal data requests to just over 100 firms based or operating in Europe between June to September.
The data showed that companies outside the EU have achieved greater compliance than businesses within the region, at 50% compared with 35%.
Among the firms which responded within the required time period, 22% complied within one day. These businesses tended to be streaming services, mobile banking and technology companies.
Talend’s senior director of data governance products, Jean-Michel Franca, acknowledged that GDPR offers a great opportunity to engage with customers and foster loyalty, also noting how companies must have a 360-degree view of customers.
He continued: “Businesses must ensure data is consolidated and stored in a transparent and shareable way. What’s more, GDPR’s one-month time limit should be viewed as an absolute deadline rather than a target.
“Our research shows that it is possible for some brands to respond within a day, suggesting that these brands understand fast response times will help boost customer trust.”