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Attention Economics - The science of digital campaigns
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  • MSh
  • AR
  • http://grazeourfield.com/axe/excite/Integrated campaign / viral
  • Micro blogging / youtube
  • Speed to text - video
  • Location based services
  • MNo
  • MNo
  • MNo
  • MNo
  • MNo
  • MNo
  • MSh
  • MNo

Transcript

  • 1. Oi!
  • 2. Attention
    Economics
    The science of digital campaigns
    Mark Sherwin
    @Precedentcomms
  • 3. Nicholas Oliver
    Project Manager
    • 6 years digital marketing
    • Early adopter
    @nicoliver86
    Trevor Chambers
    Exec. Creative Director
    • Digital silver surfer
    • Even earlier early adopter
    @MNECCLESCAKE
  • 4. The agenda:
    • An introduction
    • 5. The technology curve
    • 6. The A Factor
    • 7. AIDA > AUCA
    • 8. Dragons Den or thereabouts
    • 9. Measurement & metrics
  • An
    introduction
  • 10. A snap shot of the digital world we market in
  • 11. 3000
    Estimates suggest that on average a person in the UK is exposed to more than 3,000 brand and advertising messages a day.
  • 12. 500,000,000
    active Facebook users in the world
  • 13. That’s 1 in every 13 people on earth
  • 14. Herbert Alexander Simon, an American psychologist summed this problem up in a simple quote: "A wealth of information creates a poverty of attention"
  • 15. So attention is what all brands are now fighting for.And gaining attention is the first step to having a conversation with consumers.
  • 16. 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.
  • 17. How to gain attentionFirstly understand the triggers
  • 18. The Attention Triggers
  • 19. 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.
  • 20. Emotional
  • 21. Relevancy
    I thought one couldn't enter a tangent but only touch one. Apparently, Tangent is the "grass seed capital of the world".
  • 22. Uniqueness
  • 23. 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.
  • 24.
  • 25. UniquenessThe only way to be unique is to be yourself and let a part of you and your personality be reflected in your product. Don’t try to be all things to all people, stand for something.
  • 26. Constant change, so keep an eye on tomorrow.
  • 27. The technology curve
  • 28. The technology hype curve
  • 29. The technology hype curve
  • 30. Predictive analytics
  • 31.
  • 32. <<BEP360 App demonstration video>>
  • 33.
  • 34. <<Lynx in Victoria station AR video>>
  • 35.
  • 36. <<Lady GaGa Google video>>
  • 37.
  • 38. <<Dragon Dictate Demonstration Video>>
  • 39. <<Google translate video demonstration>>
  • 40.
  • 41. <<Nike TAG IT video>>
  • 42. Don’t always ask the audience because they will tell you only what they knowthey want.
  • 43. << Glee Music Video >>
  • 44.
  • 45. Hmmm…
  • 46.
    • 50% employed FT
    • 47. 74% male readers
    • 48. 29% [25-34y/o]
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57. UCD vs. AUI
    User centred design
    Attentive user interfaces
  • 58.
  • 59. User centred design
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65. Attentive user interfaces
  • 66.
  • 67.
  • 68. Newmarket
    Racecourses
  • 69.
  • 70.
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76. Coffee break
    10mins
  • 77. Welcome back
    Part 2
  • 78. <<Lincoln University Video>>
    Attention at all cost?
  • 79. A.I.D.A
    A.U.C.A
    Attention.Interest.Desire.Action
    >>
    Attention.Utility.Conversion.Advocacy
  • 80. MSN KANGAROO COURT
  • 81.
  • 82.
  • 83.
  • 84. Digital assets (mobile apps - BHF)
  • 85. <<Trinity Laban Prospectus Cover>>
  • 86. <<Trinity Laban Prospectus Cover>>
    ATTENTION
  • 87. <<Trinity Laban Social Page>>
    UTILITY
  • 88. <<Trinity Laban Admissions Page>>
    CONVERSION
  • 89. <<Trinity Laban Social Bar>>
    ADVOCACY
  • 90.
  • 91.
  • 92. 1
    Idea
  • 93. UTILITY
    ATTENTION
    CONVERSION
  • 94. You heard about that app?
    ADVOCACY?
  • 95. 2
    Idea
  • 96.
  • 97.
  • 98.
  • 99. Measurement
    & metrics
  • 100. ATTENTION
  • 101.
  • 102. UTILITY
  • 103. CONVERSION
  • 104. ADVOCACY
  • 105. ADVOCACY
  • 106. 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
  • 107.
  • 108. Our ‘elevator pitch’
  • 109. 70 experts
    strategy & research
    branding & communications
    user centred design
    development & hosting
    content &publishing
  • 110. 5 sectors
    finance
    professional services
    third sector
    health
    education
  • 111. 5 locations
    London
    Edinburgh
    Cardiff
    Worthing
    Australia
  • 112. 21 years
    experience
    quality
    stability
    loyalty
    results
  • 113. Thank you
    Nicholas Oliver – Project manager
    Trevor Chambers – Exec. Creative Director
    @Precedentcomms