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RESEARCH, ANALYSIS & TRENDS

Customer acquisition

in the 8-second era

According to studies, our attention span in the year Nevertheless, many websites of major brands and
2000 was still 12 seconds, but by now dropped to 8 companies are still neither providing personalized nor
seconds only, which means that brands must succeed relevant real-time content. So far, really good personali-
even faster to get the attention of their customers and
make their message stick in their minds immediately. zation in real-time is only practiced on a few portals and
websites, such as on Netflix, Facebook, or Amazon,
Not to mention that patience is generally a rare com- although the latter actually produces mainly logical rela-
modity. See the ad or video, click, and buy is the ideal tionship between products.
customer journey. Hence, it is important to master it
successfully in order to trigger a conversion, and here is But how does personalization in real-time really
how you can achieved that, although customer acquisi- work?
tion in the 8-second era is becoming increasingly diffi-
cult. Some tools on the market already offer real-time and
personalization in all facets. Based on the browser in-
Personalization, real-time marketing, and responsive formation and the IP address, you can receive accurate
design are the three most important key factors to suc- GPS data that reveals the location of the target person.
ceed, besides providing the right content, at the right This information is of great value for retailers, since it is
time, on the right device. In fact the combination of all allowing them to easily customize campaigns that are
these three aspects, started to become the core compe- e.g. based on the current weather forecast, which
tency in online marketing. means: "You need an umbrella? Then turn left and you
will find the nearest store to buy one."
22 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
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