Herbert Alexander Simon, an American psychologist summed this problem up in a simple quote: "A wealth of information creates a poverty of attention"
So attention is what all brands are now fighting for.And gaining attention is the first step to having a conversation with consumers.
This may sound obvious buttoday's problem is getting consumers to consume advertising. Traditional advertisers have always followed a model that suggested consumers went through a linear process they called AIDA - Attention, Interest, Desire and Action.In today's world Attention is the major and key factor in the process of converting non-consumers to brands.
How to gain attentionFirstly understand the triggers
People have little control over the emotional drivers, such as sex, status and danger. These focus their attention and can distort or mask the true subject matter. As long as the consumer sees relevant content, he/she is going to stick around or return again – this creates opportunities to have a selling conversation. This is the most important trigger and the key to a successful campaign. People are looking for new things, different prospective, something to talk about to make themselves look good or sound knowledgeable within their circle of friends/work mates. This is social currency/social fashion.
UniquenessIn today’s culture, the things that stand out do so because they are extremely unique. You can’t just be slightly different, you need to do something a little more extraordinary to really catch people’s attention.
So now what?1. Take a look at where you are currently. What boxes can you tick?2. Have you got a 1 year + plan? Have you got any plan? If not, begin here.3. Get yourself onto the basics [Twitter, LinkedIn, Facebook] begin to understand the technology.. Or, what have you learnt so far?4. Think about attention5. Keep an eye on the future and new technologies