Quality time, not quantity of time.

Time spent on site” is a classic digital marketing Key Performance Indicator, but it is usually a poor measure of marketing effectiveness.

A while back, I was responsible for the European digital marketing for Nokia’s Nseries. We initially had an Nseries web-site for every major European language. A decision was made to reduce the languages to just English, Spanish and Chinese, to make things more efficient. As proof of the success of this strategy, it was pointed out that Italians were now spending more time on the new site then when they had their own language version; I pointed out that they might be spending more time on the site because they can’t understand it as well, and they are therefore taking longer to find what they are looking for….

So, for web-sites, ‘success rates’ and ‘customer satisfaction’ seem far better measures of success than ‘time spent’ and ‘dwell time’.

Similarly for other branded experiences, what is important is that value is provided, not that brands take up more and more of people’s valuable time. In fact, there are many situations where the value is actually in reducing the time spent with a brand, leaving people with more time for other (more important) things.

Save people time and effort, and you will be appreciated much more than those needy attention-junkies you are competing with.

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