Did you know that the cost of catching consumer attention Has it increased dramatically (seven to nine times) in the last two decades? It might not be surprising to hear it, but overall our the collective attention capacity has been reduced. You may be wondering, “What does this mean for marketers?” As marketers, our job is to attract people to our brand. We need to deliver nearly magnetic messages to grab the attention of our audience. But when you only have a few seconds to do this, it can seem like an insurmountable task (hint: it’s not, we have some ideas). In this post, let’s go over what attention marketing is and how you can use it to grab your audience’s attention.
<h2>Attention Marketing</h2> Attention marketing is the concept that marketing is about capturing and attracting the attention of your audience. This is generally done through non-invasive means, such as social media. With attention marketing, you will focus on how to grab someone's limited attention. The term attention marketing was coined by Steve Jelley and popularized by Seth Godin, as a way of describing a business model that focuses on capturing users 'attention through non-invasive content rather than interrupting users' attention. with something like a pop-up ad. With attention marketing, once you have your audience's attention, you can engage with them and convince them to buy your product or service when the opportunity presents itself. Before this concept was introduced, around the beginning of social media, the marketing landscape was very different. Brands would generally market themselves on a large scale, using television ads, billboards, or radio spots. This means that they weren't able to target people, but instead had to focus on engaging a wider audience. With social media, brands can now find out what individual customers care about and then market them individually. Ultimately, it's important to consider using attention marketing because you want your marketing assets to attract and attract customers.
Marketing scope of attention
Now that you’re thinking about grabbing your audience’s attention instead of interrupting it, let’s focus on logistics. To begin with, you don’t have as much time as you think. Years ago, Microsoft reported that the the average attention span of a person was 8 seconds. A more recent study shows that our collective attention span is shrinking. You basically only have a few seconds to grab your audience’s attention before they continue scrolling or clicking something else. So how should you grab your audience’s attention? Let’s go over some ideas below.
Marketing attention getters
1. Be platform specific.
A great way to grab the attention of your audience is for your content to be displayed natively in your audience’s feed (if we’re talking about social media). For example, if your video appears as recommended on YouTube and they click on the video and it’s clearly in sync with the title and what they expected, then you can probably keep watching. But, if they click and the content is a photo montage rather than a video (a big difference from what they might expect), you might lose them. Along the same lines, when brands repost Instagram content to Twitter, rather than making a separate Twitter post, people are less likely to click the link than if they viewed the post directly on Twitter. One important thing to remember here is that some users are on mobile devices and some are on desktop computers. Think about how you can design your website or content for those platforms specifically, so that it is easier for the consumer to interact with your content.
2. Write super clear messages.
When people can immediately know what your value proposition is, it will hold their attention longer. It may sound simple, but review your marketing assets and ask yourself, “Is my value proposition clear to my audience? Can you tell in seconds what value we can deliver?” If so, that will hold people’s attention for longer because if they clearly see the value of what you offer, they will want to dig deeper into your brand. Your message must be clear, concise, and written specifically for your target audience.
3. Use embedded media.
Integrated media, or a multi-channel and multi-media marketing approach, will help grab your audience’s attention. This means that you use various forms of media, including videos, images, podcasting, GIFs, memes, etc. Different types of media on different platforms will help you figure out what your audience likes and doesn’t like. Your overall marketing strategy should also include interactive media. In fact, 81 percent of marketers say interactive content is more effective than static content when it comes to capturing consumers’ attention.. Ultimately, it’s important to play with your media content, both the type of assets you create and the channels you use to distribute it.
4. Tell a story.
People love a story. They love to watch TV, read books, or listen to a podcast. If you can capture your audience with a good story, then it will be easier to market them. To do this, you can start your videos, blogs or Facebook ads, with a narrative hook. Once you’ve captured your audience’s attention, you can proceed to engage and delight them.
5. Consider emotional marketing.
Have you heard of emotional marketing? This is the concept that your marketing assets should primarily use emotion to grab the attention of your audience. By harnessing a singular emotion, your audience will naturally have a response to your content. And isn’t the goal to get your audience to respond in some way?
6. Don’t forget about co-marketing.
Co-marketing is when you use brand partnerships and collaborations to grow your audience. It is the process of working with another brand and sharing the experience and value with the audiences of others. Along the same lines, you can also work with influencers. 51% of marketers believe they can acquire better customers with influencer marketing. By using influencers or working with other brands, you can leverage your audience, which is generally large and engaged, to market your product or service and grab the attention of your audience.
7. Have a good website.
One of your greatest marketing assets is your website. It should be attractive, have a great user interface, and be built with the user experience in mind. If your landing page on your website can grab your audience’s attention in seconds, then you’ve done it right. Attention marketing is not just about creating viral content as the name might imply. It’s about really creating content that grabs your audience’s attention and keeps it long-term.