The attention economy
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how do brands get customer attention in an increasingly digital world? The aim of this presentation is to create conversation about how the physical world (stores & showrooms) can better integrate digital.
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The attention economy
- 1. What does it take to get their attention! © New Republique 2012
- 2. how do brands get customer attention in an increasingly digital world?
- 3. Lets start by re-considering the evolution of the word ‘digital’
- 4. Between 2002 - 2007 3 of the worlds most disruptive technologies launched to market Web 2.0 2002 2004 2007
- 5. These technologies were so disruptive Web 2.0 2002 2004 2007
- 6. The digitally aware consumer of yesterday became the hyper connected consumer of today
- 7. In a 24 hour day, they multitask for an equivalent of 44 hours & receive over 6000 product messages. * Steelgroup.com, Gen Y
- 8. Fundamentally, your customer has changed
- 9. The traditional experiences of the past don’t work the way they used to.
- 10. In the words of the great; you’ve got to think different
- 11. The tools of the past, won’t engage the customer of the new world
- 12. There are better ways to compete for attention than just relationships David // Armano, clarmano.typepad.com
- 13. or spending more on showrooms to make a better impression
- 14. you need to reconsider the use of digital in a new brand context
- 15. Digital is not just a device or place. It’s an experience in any place at any time.
- 16. Tell the product story http://www.youtube.com/watch?feature=player_embedded&v=Yybe3hB3Ix4
- 17. Bring the showroom to them http://www.youtube.com/watch?v=fGaVFRzTTP4
- 19. Connect and collate 11,500 ideas | 660,000 ideas promoted | 84,000 comments | 325 ideas implemented
- 20. How much can a digitally enabled brand experience impact your bottom line?
- 21. NO (2.91%) NO (34.70%) YES (97.09%) YES (65.30%) Has an experience you’ve had online ever changed your opinion Has that experience influenced whether or not you purchased a about a brand or the products and services it offers? product or service from the brand? Razorfish, 2011
- 22. Have you ever made your first purchase Yes from a brand because of a digital experience 64.1% (e.g a website, mobile, email) NO 35.9% Razorfish, 2011
- 23. La Fín Level 2, 2 Church Street, Surry Hills, Australia, NSW, 2011 newrepublique.com facebook.com/newrepublique hello@newrepublique.com phone: +61 2 8003 4809 fax: +61 2 9251 7422 Copyright 2011 newrepublique. All rights reserved. No portion of this document may be reproduced, copied or in anyway reused without written permission from newrepublique.