They may want to skim it. They may even give it the once over to look for something of benefit. But read it? Not so much. We live in a world of increasingly shorter and shorter attention spans—140 characters, six-second videos. When I get a stack of mail, I spend about 15 seconds shuffling through what will immediately go into the recycle. When I open my email inbox in the morning, I spend the first 10 seconds clicking all the emails I will immediately delete. We're all starved for time, and B-to-B marketers need to do things differently to grab attention
It's no secret that the mobile channel is exploding in our lives. Unless you've recently been living under a rock, you've undoubtedly come across some jaw-dropping stats on mobile usage. Here's a couple more to chew on. According to a recent article in Mobile Commerce Daily, mobile retail dollars doubled between April and December 2011 alone. That's just eight months! And, Mobithinking.com reports that approximately 25 percent of Americans access the Web only on their mobile devices. Kowabunga!