Marketer’s Trial: Race for consumer attention!

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Did you want to open this blog when you read the title? Were you curious to know the content? If yes, then read on because I have successfully managed to grab your attention. It is said that over the last 15 years, there has been a reduction in the average attention span for humans from 12 seconds to 8 seconds; so the only part you’re sure your reader is going to read in this blog is the title – Make it STAND OUT!

There is an abundance of information out there for the users, just seconds and clicks away. It is a noisy, clogged space where everyone from brands to PR firms to media houses are screaming at the top of their lungs trying to get noticed. So, what are these big brands out there doing for their 8 seconds of fame? Can we take a page out of their book and make our title STAND OUT? Pay attention to know more because attention comes at a cost. Don’t believe me? Here’s a quick fact – over the last 20 years, the cost of buying just one minute of a consumer's attention from a television ad in the US has gone up by 700%!

What has changed in the last decade? In recent years, the supply of consumer attention hasn’t kept pace with the demand for consumer attention. Today marketers are facing competition for consumer attention from different sources - other marketers, companies, people, and things. So why is there an attention scarcity? The explosion of information at consumers’ fingertips, coupled with decrease in attention spans has led to this battle for attention. So, unless you don’t want to be in the attention game there’s no reason you shouldn’t be playing. Before we start to play, let us understand the attention game and see the trends that are evolving in this space.

#1 Eyes being the content vehicle: It is said that customers are visual learners. Visual data is processed 60,000 times faster by the brain than text, and companies are taking advantage of this while designing their communication strategy. Brands are using videos for personalizing content, connecting with users emotionally and influencing people.

#2 Revamping brand experience through technology: It is the age of new and upcoming technologies such as artificial intelligence, virtual reality and augmented reality; and all the big brands are trying to get a piece of these fairly new technologies to deliver unique experiences to their users. Use of chat bots for greater engagement or virtual reality to offer customers the ability to see, touch and feel products before a purchase are some of the ways of delivering new and holistic experiences to users.

#3 Influencers on social media canvas: Brands are constantly engaging and creating long term partnerships with social media influencers to market their product. Influencers are being used to build trust among customers, who in turn are leveraging their relationships, trust, and credibility with their followers.

#4 Consumers as content assets: “Content is king” is an adage in marketing, and marketers are now turning the tables to users – fostering user generated content. To make the content more authentic, companies are designing campaigns that involve users to propagate their products. This is established through hashtag marketing, quizzes, product review videos and more. As simple as this sounds, it is a very effective way to get people to start talking about your brand.

#5 Technology as a key catalyst in event planning: Another unique way in which companies are blending technology with content is through experiential and event marketing, a form of marketing that invites an audience to interact with a business in a real-world situation. Companies are using different props such as interactive displays, musical gigs, hackathons, pop-up shops and spending on artificial intelligence in conferences to foster real life interactions and solidify their brand equity. 

Big brands are leaving no stone unturned to grab consumer attention, watch this space to know how they are winning the attention marketing game.

Blog Author: 
Sneha Maheshwari
Categories: 
Evolving Landscape
Tags: 
Marketing

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