If you follow our blog or our posts closely you will have seen by now that marketing has changed. No longer is it down to the size of your marketing budget, but more down to how you interact with your audience. We strongly believe that. However, there is something that we don’t often talk about and it usually gets blown over, which is why we have decided to focus on this small yet important topic. It’s simple, and it’s called, attention.
The only way we can really explain this to you is through some examples, so here they are…
1) TV Advertising
In theory: You’re watching a great episode of X Factor, it is getting quite intense and then typically, it flicks to the advert break. The viewer now is taken by the advert and enjoys it so much that he/she purchase the product.
In reality: You’re watching a great episode of X Factor, it is getting quite intense and then typically, it flicks to the advert break. You then look to your right and pick up your phone and spend the next 5 minutes of advertising break texting your friends or scrolling through Twitter to see what everyone thinks about the last audition.
2) Billboard Advertising
In theory: You’re in the back of a taxi, going to your location. With nothing to do your eyes wander across to a billboard on the motorway and you catch a huge billboard advert for the latest film. This then helps you decide to go and watch it.
In reality: You’re in the back of a taxi, going to your location. With nothing to do you reach for your pocket and get your phone out. The next 20 minutes of your journey is spent seeing what your friends are doing on Snapchat or what Justin Bieber just posted on Instagram.
We are now in 2015, a moment in time where you can access anybody in the world at any moment in time. You can gather opinions on anything with just a few short pushes. Has technology made us more connected? Yes, but it’s also meant that our attention is harder than ever to get. This is a bold statement, but more connectivity means that we spend more time communicating more. Less time means it is now harder for advertisers to get their target markets attention.
Are we saying that these advertising methods are dead? No, of course not. What we are saying is that these methods aren’t worth as much as they once were. Time is the greatest currency, which means attention is the greatest asset.
Note: I wrote this during TV adverts…Oops, point made.