How can companies keep the attention of their customers?

Concentration is falling

Users are consuming information faster and faster via more and more channels. At the same time, the time window in which this content can attract and retain attention is shrinking dramatically. The time span in which content retains relevance can no longer be measured in minutes or even 30-second intervals. Instead, the critical attention span is reduced to just three seconds. This development is a challenge for marketing experts, as the flood of new content continues unabated. The old adage "Today's newspaper is tomorrow's fish'n'chips" applies more than ever.
  
  
  
PDFs talk

Adobe is introducing a new AI assistant for Acrobat and Reader that allows users to communicate with their PDF documents. This assistant offers a range of functions, including answering questions, generating summaries and creating text based on the document content.

Links are boring
If you ask Google, you get link lists as an answer. If you ask AI bots, you get real answers. The search behaviour of consumers will change: From Google to generative AI. In order for companies to get in touch with interested consumers, there will soon be large language model optimisation in addition to search engine optimisation, so that your own company is mentioned when a potential customer has a problem that my company can solve.
  
  
  
Personalisation works

Forbes highlights personalisation as one of the most significant business trends for 2024. Consumers show a clear preference for brands that offer personalised experiences and are willing to pay more for them. Nike offers customised shoes, while L'Oreal uses AI-powered technologies to develop personalised make-up products.
  
  
  
Products speak

The study by the IU Kelley School of Business shows that AI-driven, talking products are successful in retail. These products with human characteristics influence customers' perceptions and purchasing decisions. Anthropomorphism plays a decisive role in this by making complex products appear more likeable.