One Eye Deer EP 12: The 5-Second Rule in Marketing

In “EP 12: The 5-Second Rule in Marketing” of the “One Eye Deer” Podcast, we learn how you can capture your audience’s attention fast in today’s world.

Global connectivity, high-speed Internet, and social media caused people’s attention spans to drop significantly. Brands, businesses and content creators are fighting for consumers’ attention every single second of the day.

The 5-Second Rule in Marketing by J C Sum | Evolve & Adapt Singapore

According to a research by Wyzowl, our attention span has decreased in just 15 years. 

In the year 2000, the average attention span was 12 seconds. In 2015, the average attention span was 8.25 seconds, and I’m sure in 2022 it’s around 5 seconds.

In fact, scientists reckon we now have shorter attention spans than goldfish who have an average attention span of 9 seconds.

Therefore, to make an online impression and stop consumers from scrolling past your content, or ad, you need to capture your audience’s attention within 5 seconds.

How to do so?

Join certified marketing management consultant, J C Sum, as he talks further on how you can apply the 5-second rule in your marketing strategy.


01:31 Statistics on attention span by Wyzowl.

02:57 Statistics on phone usage and scrolling through a web page.

05:06 3 things to tell your target audience in 5 seconds.

05:46 The 4 stages of customer journey you should know of.

10:14 Tactics to convince your customers that you are the right fit for them.

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About One Eye Deer:

The One Eye Deer podcast is produced by Evolve & Adapt, an award-winning strategy & digital consulting firm based in Singapore and Malaysia.

If you are looking to build your brand and generate massive leads and sales, book a marketing consulting call at


The name of the podcast was inspired by the riddle:

What do you call a blind deer?

No eye deer.

Since the podcast explores one marketing idea each episode, it features “one idea” (one eye deer).

The podcast is more than 2 years in the making. The idea of a podcast was first conceived in early 2020. It took shape as “One Eye Deer” in Feb 2021 and finally launched 13 months later.


The “One Eye Deer” mascot was designed by Eugina Lee (IG : lee.eugina) based on the concept developed by J C Sum.


One Eye Deer theme performed and produced by Darren Teh, An Honest Mistake.

Adapted from “Do-Re-Mi”, “The Sound of Music”. 1959 Rodgers and Hammerstein.

J C Sum

J C Sum is a certified management consultant (TR 43:2015), an American Marketing Association Professional Certified Marketer (PCM®) in marketing management as well as a certified digital marketing strategist (SSG-WSQ accredited) with 12 years of experience specializing in search engine optimization, content marketing, and analytics. J C holds a Bachelor of Arts from National University of Singapore and is the author of "Evolve, Adapt or Collapse". He has been featured on The Straits Times, Business Times, Channel News Asia, The Edge Singapore, CNA938, and Money FM 89.3.