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

5. The technology curve

6. The A Factor

7. AIDA > AUCA

8. Dragons Den or thereabouts

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.

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

32. <<BEP360 App demonstration video>>

34. <<Lynx in Victoria station AR video>>

36. <<Lady GaGa Google video>>

38. <<Dragon Dictate Demonstration Video>>

39. <<Google translate video demonstration>>

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 >>

45. Hmmm…

47. 74% male readers

57. UCD vs. AUI User centred design Attentive user interfaces

59. User centred design

65. Attentive user interfaces

68. Newmarket Racecourses

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

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

92. 1 Idea

93. UTILITY ATTENTION CONVERSION

94. You heard about that app? ADVOCACY?

95. 2 Idea

99. Measurement & metrics

100. ATTENTION

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

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