What’s Attention Marketing, & Should You Use It?
Marketing StrategyWhat's Attention Marketing, & Should You Use It?
Did you know that the cost of acquiring consumer attention has increased dramatically (seven- to nine-fold) in the past two decades?
It might not be surprising to hear, but overall our collective attention span has been narrowing.
You might be wondering, "What does this mean for marketers?"
As marketers, it's our job to attract people to our brand. We need to deliver almost magnetic-like messaging to grab our audience's attention. But when you only have seconds to do this, it might seem like an insurmountable task (hint: it's not, we have some ideas).
In this post, let's review what attention marketing is and how you can use it to grab your audience's attention.
The term attention marketing was coined by Steve Jelley and popularized by Seth Godin, as a way to describe 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 then engage with and convince them to purchase your product or service when the opportunity presents itself.
Before this concept was introduced, around the beginning of social media, the marketing landscape looked a lot different. Brands would usually market themselves on a massive scale, using TV ads, billboards, or radio spots. This means that they weren't able to target individuals, but instead had to focus on appealing to a broader audience.
With social media,...
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