Attention Marketing – The next frontier

Some time ago I was reading an article in Mint, by Esther Dyson on “The rise of attention economy”, where she points out that individuals go online among many other things like catching up with friends, listening to music, playing games but also to get attention of other people. Well as I write this article you can say I’m also in the process of seeking some attention 🙂

Thanks to the social revolution in the online space, getting attention of others is not a difficult task in today’s day and age. Attention is also something Marketers have been vying for since ages. It forms the basis of the AIDA model for consumer engagement.

The way marketers set out to seek attention of their audience has been continuously evolving. This is majorly attributed to the increasing touch points that are available today to reach the target audience. Traditional means of seeking attention is increasingly become obsolete with the advent and movement of audiences to smart phones and online medias. Does this imply that the traditional modes of seeking viz. in store advertisements, TVCs, billboards etc. are dead? Not really. These modes of communication still remains relevant but not really from gaining attention perspective. So what is attention marketing all about?

Attention marketing is a word coined by Steve Jelly – an internet entrepreneur – a phenomenon of capturing people’s attention and channeling this attention to an appropriate vendor when it presents itself as a genuine desire to buy. Although this definition applies more to social companies viz. Facebook, LinkedIn, Twitter, Pinterest etc., it also has some relevance to the everyday marketer be it B2B or B2C.

For B2B marketers, the traditional means of communication has been e-mailers, print ads, trade shows, PRs etc. As mentioned before these traditional modes of communication are still relevant but in order to get the attention of the target audience in a digital age this is not enough. Getting the relevant content at the right place is the key today. This is often achieved by being present at places where the target audience is looking out for the solution or seeking more information about the product/service. Let’s consider this with the help of an example:

If you are a Marketing head from a leading IT company and are worried about the dipping ROI from your marketing campaigns and are looking at means to improve the ROI from the campaigns. What do you do?

You try to go online and find for ways how other companies are achieving greater returns from their marketing campaigns.

This is where a smart marketer (one that markets marketing automation software/consultations) tries to get the attention of this distressed marketing head by providing the appropriate content which will lead to engagement and further to closure. Now compare this scenario with the one where you just bombard the heads of marketing across companies with the value that your product/service is gonna offer. The former offers greater return on your marketing efforts compared to the latter.

So in conclusion I would like to say marketers need to adopt innovative means of getting across their content to the target audience which is effective enough to get their attention which subsequently leads to engagement and closure.

Hope you enjoyed reading this and has caught some of your attention. Please feel free to provide your valuable feedback by writing back in the comments field.

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