Abstract

In a world where the speed of technological development and innovation is ever increasing, one unfortunate consequence has been the concurrent explosion of spam, the overuse of online bots and general pollution of online spaces, perpetrated by bad, ineffective marketing drowned in an ocean of content-noise overload.

Have you noticed the emergence and popularity of TikTok, Reels & Youtube Shorts?

Another downside to this technological emergence is the stagnation in consumer attention spans or viewer tolerance.

A 2021 study by Microsoft showed that the human attention span has dropped from 12 (only a few years ago) to 8 seconds.(1)

The attention span of a goldfish is 9 seconds - concluding that in 2022 + most of the human population have, sadly, attention spans smaller than that of goldfish!

This combination of technology hyper growth, spam overload, and attention super decline has catastrophically left advertisers, marketers, social media managers, content creators and consumers frustrated and confused.

Millions of dollars are wasted in ineffective digital ad spend. $134.3 million was wasted in digital ad spend in Asia Pacific alone.(2)

The Association of National Advertisers reports that only a quarter of all digital ad spend reaches real people.(3)

Social media managers & content creators are finding it harder and harder to gain organic traction as the aforementioned algorithms aren’t and will never be as effective as they once were.

This doesn’t take into account the quantitative daily rate at which content is created and distributed online.

Finally, consumers are increasingly frustrated by bombardments of numerous, irrelevant ads - making them less receptive to adverts in general - creating exasperated advertisers, marketers, social media managers and content creators struggling to engage unreceptive, distracted and disenamoured audiences.

So what is the solution? How can all parties - advertisers, marketers, social media managers, content creators and consumers reach a point of mutual contentment and satisfaction, cohesively linked to the results they want and need to function in the space?

How, in 2022 can advertisers & marketers run successful campaigns that ensure positive returns on investments and ad spend?