Adjusting to declining attention spans
Attention in the digital age, what is the internet doing to our brains and how can brands cut through the clutter to make sure their message is heard?
Ideas addressed by Richard Shotton at the Attention Marketing Summit in April, discussing how creativity has not adapted and how this is effecting the way consumers are persuaded by brands online.
Key data offered great insights such as a study of attention involving Npower with general and local messaging:
Treat others how you wish to be treated, this insight exhibits how brands should give their audience attention in order to receive it in return.
Although adapting creativity to insights such as this is not happening in the industry: the % of TV ads that are 30” counted 49 percent in both 2010 and 2015. On top of this the average number of words in a poster was recorded as 12 in both 2010 and 2015, on top of the average number of words in print decreasing from 8 to 7 between the two dates.
How can brands adjust to declining consumer attention spans? By using insight and data to work smarter not harder, brands can target the right people in the right way.
Pay attention to your community and they will pay attention to your brand.