Attention: Marketing in the Attention Age
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Andy Headington presents his keynote from the annual Attention Summit, focusing on how attention is achieved in the digital age. The free digital marketing summit was the first of it's kind introducing attention and welcoming over 150 digital marketers, experts and specialists to the home of Southampton FC. Hosted by award-winning digital marketing agency Adido. The talk covers how brands can accomplish attention, through content and social strategy that captivate audiences, as well as how brands can stand out using smart marketing to tackle the attention problem. Watch the keynote talk here: https://www.youtube.com/watch?v=XC-J0AC5bAw
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Attention: Marketing in the Attention Age
- 1. #AttentionSummit Marketing in the attention age Andy Headington CEO Adido
- 2. YOUR NEXT 30 MINUTES • Who am I? • What is attention? • The attention problem • Marketing in the attention age AGENDA
- 3. WHO AM I? • Started Adido in 2003 • Worked in search for last decade • Now CEO • The future is fascinating • I like to swim • @andy_head / @adido ANDY HEADINGTON
- 6. 1. notice taken of someone or something; the regarding of someone or something as interesting or important. 2. the action of dealing with or taking special care of someone or something. 3. sympathetic consideration of the needs and wants of others In its purest sense, attention is the action of focusing on one particular idea or task over a multitude of others. ATTENTION:
- 11. THE ATTENTION PROBLEM • The (media) world has changed • We are all publishers • From scarcity to obesity • No one pays attention
- 13. DIGITAL INFORMATION CREATED EACH YEAR,GLOBALLY ZETTABYTES (ZB) OF DATA Sources: IDC, Radicati Group, Facebook, Trresearch, Pow Internet, Oracle 2000% EXPECTED INCREASE IN GLOBAL DATA BY 2020 75% PERCENTAGE OF ALL DIGITAL DATA CREATED BY CONSUMERS 111MB VIDEO & PHOTOS STORED BY FACEBOOK, PER USER 0 5 10 15 20 25 30 35 40 45 50 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 1,000,000,000,000,000,000,000
- 14. WE’RE ADDICTED TO CHECKING OUR PHONES 58% OF SMARTPHONE USERS DON’T GO 1 HOUR WITHOUT CHECKING THEIR PHONES Sources: Lookout 150
- 16. ATTENTION IS HIGHLY MULTITASKED THE AVERAGE AMERICAN HAS OVER 31HRS OF ACTIVITY IN A DAY
- 17. “WE ARE MOVING FROM A WORLD WHERE COMPUTING POWER WAS SCARCE TO A PLACE WHERE IT NOW IS ALMOST LIMITLESS AND WHERE THE TRUE SCARCE COMMODITY IS INCREASINGLY HUMAN ATTENTION” SATYA NADELLA, CEO MICROSOFT
- 18. SATYA NADELLA, CEO MICROSOFT
- 19. SATYA NADELLA, CEO MICROSOFT
- 23. FACEBOOK AD PERFORMANCE BY INDUSTRY AVERAGE CLICK-THROUGH RATE
- 24. AD RECALL BY TIME IN VIEW (DELTA) 1% 3% 8% 17% 0 10 20 UNDER STANDARD AT MRC STANDARD 4 SECONDS 7 SECONDS AVERAGED DELTA FOR ALL AD TYPES TIME IN VIEW PERCENT CHANGE IN RECALL (DELTA)
- 27. MARKETING IN THE ATTENTION AGE
- 31. PEOPLE BUY ON EMOTION AND JUSTIFY WITH LOGIC. HERE’S THE SHORT RULE OF THUMB: SELL TO MR. RATIONAL FOR SIMPLE SALES AND MR. INTUITIVE FOR COMPLEX SALES https://hbr.org/2015/01/when-to-sell-with-facts-and-figures-and-when-to-appeal-to-emotions
- 34. There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.
- 35. There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.
- 36. “CONTENT SHOULD FULFIL AT LEAST ONE OF THESE THREE CONDITIONS: IT ENTERTAINS, IT CHALLENGES OR IT COMES FROM GENUINE EXPERTISE.” TOM WEBSTER, EDISON RESEARCH
- 37. • 800W • 2 L Glass Jar • With spatula • ProBlend6 AVANCE COLLECTION BLENDER
- 41. FOOTBALL / MUSIC (90+ MINS) CANDY CRUSH (2-3 MINS) GREAT CONTENT (< 3 MINS)
- 42. “(TO ADAPT TO CHANGING ATTENTION SPANS)… THERE ARE TWO TACTICS. EITHER, SEEK OUT THE RARE MOMENTS WHEN CONSUMERS ARE FORCED TO CONCENTRATE DEEPLY, THE CINEMA BEING A PRIME EXAMPLE, OR ACCEPT THAT CONSUMERS WILL ONLY BE PAYING PARTIAL ATTENTION AND BRUTALLY SIMPLIFY THE COPY. MAKE IT SHORTER AND SIMPLER. “ RICHARD SHOTTON, ZENITHOPTIMEDIA
- 45. WHAT CAN YOU DO DIFFERENTLY? • Stop with the attention grabbing and be more attention worthy – what do you stand for? • Think more about how to connect emotionally with your content and messaging • Connect with your users at the right time and the right place
- 46. QUALITY OVER QUANTITY. DEPTH OVER WIDTH. REACH DOES NOT EQUAL VALUE AND FOLLOWER COUNT DOESN’T MEAN PEOPLE ARE LISTENING. … STOP FOCUSING ON OPTIMIZING THE NUMBER OF VIEWS AND INSTEAD CONCENTRATE ON MAKING EACH ONE OF THOSE VIEWERS CARE ABOUT YOUR BRAND. BECAUSE, AT THE END OF THE DAY, THAT’S THE ONLY WAY YOU’LL DRIVE RESULTS TO YOUR END GOAL. GARY VAYNERCHUCK, APRIL 16 2016
- 47. THANK YOU
- 48. EXPLORE. CAPTIVATE.CREATE. © Adido 2016 01202 586 300 HELLO@ADI.DO WWW.ADI.DO DEAN PARK HOUSE | 8-10 DEAN PARK CRESCENT | BOURNEMOUTH | BH1 1HL