There’s no time on the Web, Speed ​​and Emotions win

 The world wide web is a territory of infinite space, a space that becomes a place of the imagination, free from any historical-geographical anchorage.

And if space is infinite – without intending to overly inconvenience principles of quantum mechanics – time does not exist, it resets to zero, or moves to the plane of simultaneity .

It takes the form of a spiral that can be pulled and crushed, and then continuously regenerates.

The Web wears out fast

In this way the user approaches the web with a consumer logic . The web is not “consumed” for pure pleasure as you do by reading a book or watching a film, rather the use of content on the web is fast, rapid, short. You don’t read for its own sake, please, but because there is a certain purpose, a goal, a need, or because you are looking for an instant solution to a problem.

And this purpose is necessarily closed in a concise, tight time frame, so the message must be concentrated, simple (which does not mean trivial!), able to get right to the heart of the matter, without frills, almost immediate (that is, which almost needs interpretative mediation).

There is no time on the Net: everything must happen immediately, now, and it must be shareable in real time . The web user is like a bee that flies from flower to flower (internet sites) in search of the most colorful and appetizing petals (content), without ever settling down for more than an instant.

The Web user defends himself against too much information

In this wild habitat – where each individual is both a DarkComet consumer and creator of content – ​​the multimedia citizen develops interpretative strategies that allow him to survive, thus defending himself from the ferocity of information overload . He therefore exercises an almost immediate selective perception, filters the messages that strike him and chooses only those he deems appropriate. He is therefore a lively and attentive interlocutor, anything but naive.

A study carried out by Stanford University and the Poynter Institute , one of the major research centers on journalism and communication, testifies how the use of contents on the Net, by the navigator, is superficial, in order to quickly fathom the enormous mass of material available, thus selecting the topics to be explored.

One understands, therefore, how important are, in order to intercept this nomadic reader, a weighted organization of the text and contents and a careful choice of tools through which to convey them.

What has been said must certainly be taken into consideration when preparing to create any content – ​​or container – for advertising or promotion.

However, such a scenario shouldn’t scare you, since, if on the one hand it can be intimidating, on the other it offers extraordinary enunciative possibilities, as well as pioneering expressive horizons.

The important thing is to know the rules of the game and make the right moves .

Creativity and Marketing

Any communication strategy arises from the balance between two great forces that influence each other:

• on the one hand creativity, that is everything concerning the literature of the statement
• and, on the opposite but complementary side, marketing, which responds to the ethics of everything concerning the technical aspects of the communication plan.

90% of the contents on the Net are not read, but only watched!

Communication is therefore Effective when it manages to convey its message in a way:

• Curious
• Intriguing
• Original
• Thrilling
• Simple
• Clear
• Direct 

In short, if you have to say something, say it easy!