Under a general topic I understand dealing with distractions such as news and notifications, maintaining focus, increasing attention span. I'd like to touch about current trends such as social media detox and dopamine fasting and examine the possible impact on the digital marketing industry.

1. KEYNOTE
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 8 - 9, 2022
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
Monika Matuszewska
CERTIFIED PROFESSIONAL COACH
LAMATU
Focus on
Distractions

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Summer
2022
DigiMarCon Europe
Amsterdam, 08.09.2022
Focus on
Distractions
( a n d h o w t o d e a l w i t h t h e m )

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Hello…
My name is
Professional certified coach at LaMatu,
currently working and living in Amsterdam.
I specialise in the intersection of private
and work-sphere, which makes it possible
to tackle dilemmas from both personal
and professional domain.

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Making the world a better place and
making things work better.

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LaMatu Mission Statement
Moved by Inner Beauty
My mission is to help people recognise their inner beauty and be able to
appreciate the beauty of the world we live in. I aim to leave each coachee
inspired and empowered to design and create a life fully lived and aligned
with their highest purpose.

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Technology Addiction
Never Get High on Your Own Supply
Source: “Has Technology Become Addictive? The business of technology is the business of addiction.” by Adam Walter, Saturday Evening Post, 12.06.2017
3
1
10

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Source: “Has Technology Become Addictive? The business of technology is the business of addiction.” by Adam Walter, Saturday Evening Post, 12.06.2017
Never Get High
on Your Own Supply.

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Printing Press
1440

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Electric Telegraph
1774

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Photo Camera
1816

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Typewriter
1829

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Telephone
1876

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Phonograph
1877

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Light Bulb
1879

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Radio
1894

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Television
1920

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News Magazine
1923

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Personal Computer
1981

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The World Wide Web
1991

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Social Media
2000s
Twitter
2006
Instagram
2010
YouTube
2005
Facebook
2004

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Average time spent daily
on social media
147 min
Daily Time Spent on Social Media
Average Global Exposure 2012 – 2022
Source: Statista 2022
Up from 90 min in the last 10 years

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In order to prepare,
to predict, to protect
ourselves.
Fear of consequences
of not having it
Fed by natural
survival instinct and
our programming
Need for
information
Why Do We Check the News? Need & Fear

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In order to prepare,
to predict, to protect
ourselves.
Fear of consequences
of not having it
Fed by natural
survival instinct and
our programming
Human need for
information
Why Do We Follow the News?
A Balancing Exercise

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Source: The Economist

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Source: The Economist

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The Four Types
of Fear
Change
Loss of
Control Death
Unknown

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01
01
02
03
04
02
03
04
Fear
of Change
Fear
of the
Unknown
Fear of
Loss of Control Fear of
Death
The 4 Types
of Fear

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What do We Expect from the News?
Hope
Does the
message bring
me hope?
Closure
Is the
information loop
closed?
Actionable Steps
Did I get concrete
instructions on
what to do?
4
3
2
Safety
Do I feel safe and
in control of the
situation?
1

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1

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Actionable Steps
What is the Real
Call to Action?
2

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Innate Need
for Closure
vs
Open Loops
Mechanism
3

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Innate Need
for Closure
vs
Open Loops
Mechanism
3

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3

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4

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When Information
Leads to Stressformation

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The Downside of Feeding Hope
The Mechanism of Addiction
Source: J. Flynn “20 Vital Smartphone Usage Statistics [2022]: Facts + Trends on Mobile Use in the U.S.”, 05.04.2022
https://www.zippia.com/advice/smartphone-usage-statistics
2.617 x
Times/ day touching
their phone
For heavy users, that
number can reach over
5.000
Times/ day unlocking
their phone
66% of Americans actually
check their phones 160
times every day
150 x
Time passed between
checking their phone
How long can you
stay away from your
phone?
11 min
Do you know your numbers?

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When Constant Anticipation Meets
Infinite Scrolling
Source: Hootsuite, Global Overview Report, January 2022
Time/ day spent
using social media
In the Netherlands the
figure is just 81 min,
while Nigeria tops the
report with 247 min
147 min

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Did the Messages Fulfill Your Needs?
Exercise: Keeping up with the News
Actionable Steps
Concrete
instructions on
what to do
Actionable Steps
Did I get concrete
instructions on
what to do?
2
Safety
Do I feel safe and
in control of the
situation?
1
Closure
News thrives on
continuity and
open loops
Closure
Is the
information loop
closed?
3
Hope
A drop of hope
in the ocean of
hopelessness
Hope
Does the
message bring
me hope?
4

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Attention Wave
Yerkes-Dodson Law Bell Curve
Concentration
Source: Yerkes, R. M., & Dodson, J. D. (1908). The relation of strength of stimulus to rapidity of habit-formation.
Journal of Comparative Neurology and Psychology, 18(5), 459–482.
Boredom Stress
Stimuli
Focus & Flow

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Energy Goes Where Attention Flows
Attention Leaks
1. Insufficient stimuli
2. Excessive internal stimuli
3. Excessive external stimuli
4. Insufficient “brain fuel”
Source: M. Tigchelaar, O. de Bos “Focus AAN/UIT. Dicht de 4 concentratielekken en krijg meer gedaan in een wereld vol afleiding”, Spectrum 01.04.2019

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Image: Jordi Labanda “Hey Day”
… Monika …
How many calories does this sandwich
have? … Wait, did I just hear my
name? Are they talking about me?
The Cocktail Party Effect
Are They Talking about Me?

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A Balancing Exercise
Fasting Binging
Digital Media Consumption
What is a Healthy Diet?

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1. Have you ever temporarily
deleted a social media app?
2. Which app have you deleted
and why?
3. How long did it take until you
installed it back on?
Source: “The Social Media Detox: how Attitude towards Social Media Are Changing, Digital Information World, 03.03.2021
Social Media Detox Trend
Dopamine Fasting?

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Source:
“The
Social
Media
Detox:
how
Attitude
towards
Social
Media
Are
Changing,”
Digital
Information
World,
03.03.2021

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Source:
“The
Social
Media
Detox:
how
Attitude
towards
Social
Media
Are
Changing,”
Digital
Information
World,
03.03.2021

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Q&A
Successful people ask better
questions, and as a result,
they get better answers.
― Tony Robbins

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Am I getting
high on my
own supply?
1
Do my
messages
induce more
fear or hope?
2
Key Questions and Answers
3
Do they fulfil
my audience’s
need for
safety?
4
Do they
provide
actionable
steps?
5
Is there a
sense of
closure?

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Deep down in their soul everyone
carries the wisdom to discover
the best path for themselves.​

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LaMatu Coaching
Practice Location
Frederik Hendrikplantsoen, Amsterdam
Westerpark/ Jordaan
LaMatu coaching practice is
located in the centre of
Amsterdam, in direct vicinity of
Frederik Hendrikplantsoen, at the
boarder of two charming districts
Westerpark and Jordaan. Ample
public transport and paid street
parking options are available.

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+ 31 6 25 58 43 01
monika@lamatu.com
www.lamatu.com
/in/matuszewska
Contact
LaMatu
Monika Matuszewska
Certified Coach at LaMatu