Attention: Marketing in the Attention Age
Post on 15-Apr-2017
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#AttentionSummit
Marketing in the attention age
Andy HeadingtonCEOAdido
YOUR NEXT 30 MINUTES
• Who am I?
• What is attention?
• The attention problem
• Marketing in the attention age
AGENDA
WHO AM I?
• Started Adido in 2003
• Worked in search for last decade
• Now CEO
• The future is fascinating
• I like to swim
• @andy_head / @adido
ANDY HEADINGTON
WHAT IS ATTENTION?
1. notice taken of someone or something; the regarding of someone or something as interesting or important.
2. the action of dealing with or taking special care of someone or something.
3. sympathetic consideration of the needs and wants of others
In its purest sense, attention is the action of focusing on one particular idea or task over a multitude of others.
ATTENTION:
THE ATTENTION PROBLEM
THE ATTENTION PROBLEM
• The (media) world has changed
• We are all publishers
• From scarcity to obesity
• No one pays attention
FROM SCARCITY TO OBESITY
DIGITAL INFORMATION CREATED EACH YEAR,GLOBALLYZETTABYTES (ZB) OF DATA
Sources: IDC, Radicati Group, Facebook, Trresearch, Pow Internet, Oracle
2000%EXPECTED INCREASE IN GLOBAL DATA BY 2020
75%PERCENTAGE OF ALL
DIGITAL DATA CREATED BY CONSUMERS
111MBVIDEO & PHOTOS
STORED BY FACEBOOK, PER USER
0
5
10
15
20
25
30
35
40
45
50
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
1,000,000,000,000,000,000,000
WE’RE ADDICTED TO CHECKING OUR PHONES
58%OF SMARTPHONE USERS
DON’T GO
1 HOURWITHOUT CHECKING
THEIR PHONES
Sources: Lookout
150
ATTENTION IS HIGHLY MULTITASKED THE AVERAGE AMERICAN HAS OVER 31HRS OF ACTIVITY IN A DAY
“WE ARE MOVING FROM A WORLD WHERE COMPUTING POWER WAS SCARCE TO A PLACE WHERE IT NOW IS ALMOST LIMITLESS AND WHERE THE TRUE SCARCE COMMODITY IS INCREASINGLY HUMAN ATTENTION”
SATYA NADELLA, CEO MICROSOFT
SATYA NADELLA, CEO MICROSOFT
SATYA NADELLA, CEO MICROSOFT
FACEBOOK AD PERFORMANCE BY INDUSTRYAVERAGE CLICK-THROUGH RATE
AD RECALL BY TIME IN VIEW (DELTA)
1%
3%
8%
17%
0
10
20
UNDER STANDARD AT MRC STANDARD 4 SECONDS 7 SECONDS
AVERAGED DELTA FOR ALL AD TYPES
TIME IN VIEW
PERCENT CHANGE IN RECALL (DELTA)
MARKETING IN THE ATTENTION AGE
PEOPLE BUY ON EMOTION AND JUSTIFY WITH LOGIC.
HERE’S THE SHORT RULE OF THUMB:
SELL TO MR. RATIONAL FOR SIMPLE SALESAND MR. INTUITIVE FOR COMPLEX SALES
https://hbr.org/2015/01/when-to-sell-with-facts-and-figures-and-when-to-appeal-to-emotions
There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.
There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.
“CONTENT SHOULD FULFIL AT LEAST ONE OF THESE THREE CONDITIONS:
IT ENTERTAINS,
IT CHALLENGES
OR IT COMES FROM GENUINE EXPERTISE.”
TOM WEBSTER, EDISON RESEARCH
• 800W
• 2 L Glass Jar
• With spatula
• ProBlend6
AVANCE COLLECTION BLENDER
FOOTBALL / MUSIC (90+ MINS)
CANDY CRUSH (2-3 MINS)
GREAT CONTENT (< 3 MINS)
“(TO ADAPT TO CHANGING ATTENTION SPANS)… THERE ARE TWO TACTICS.
EITHER, SEEK OUT THE RARE MOMENTS WHEN CONSUMERS ARE FORCED TO CONCENTRATE DEEPLY, THE CINEMA BEING A PRIME EXAMPLE, OR ACCEPT THAT CONSUMERS WILL ONLY BE PAYING PARTIAL ATTENTION AND BRUTALLY SIMPLIFY THE COPY. MAKE IT SHORTER AND SIMPLER. “
RICHARD SHOTTON, ZENITHOPTIMEDIA
http://www.huffingtonpost.co.uk/richard-shotton/advertising-attention-span_b_9582922.html?1459437047&ncid=tweetlnkushpmg00000067
http://www.huffingtonpost.co.uk/richard-shotton/advertising-attention-span_b_9582922.html?1459437047&ncid=tweetlnkushpmg00000067
WHAT CAN YOU DO DIFFERENTLY?
• Stop with the attention grabbing and be more
attention worthy – what do you stand for?
• Think more about how to connect emotionally
with your content and messaging
• Connect with your users at the right time and
the right place
QUALITY OVER QUANTITY.
DEPTH OVER WIDTH.
REACH DOES NOT EQUAL VALUE AND FOLLOWER COUNT DOESN’T MEAN PEOPLE ARE LISTENING.
… STOP FOCUSING ON OPTIMIZING THE NUMBER OF VIEWS AND INSTEAD CONCENTRATE ON MAKING EACH ONE OF THOSE VIEWERS CARE ABOUT YOUR BRAND.
BECAUSE, AT THE END OF THE DAY, THAT’S THE ONLY WAY YOU’LL DRIVE RESULTS TO YOUR END GOAL.
GARY VAYNERCHUCK, APRIL 16 2016
THANK YOU
EXPLORE. CAPTIVATE.CREATE.
© Adido 2016
01202 586 300
HELLO@ADI.DO
WWW.ADI.DO
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