Case Study: This is Why Your Marketing Material Needs Voice - Marketing 360® In the internet age, the consumer’s attention is the hottest commodity of them all. This case study demonstrates how using voice in your marketing material can drastically improve results. If there is one thing many businesses underestimate, it’s how difficult it is to gain (much less hold) someone’s attention. Internet consumers may have the shortest attention spans of any human beings in history. If there is one thing, then, that they tend to overestimate, it’s how interesting they are. Business owners are confident their content is impactful, but fail to recognize how flat it falls on consumer’s ears. These miscalculations make for a bad combo that leaves business owners wondering why nobody pays attention

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