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Fighting For Interest in the Attention Economy
1. Fighting for interest in the
Attention Economy
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by Monique Deziel
2. We live in what’s called
The attention economy
we are always
consuming, always
multitasking never
focusing on just
one subject.
CC Photo By: Johan Larsson Creative Commons Licence https://www.flickr.com/photos/johanl/4580058581/
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3. We are surrounded by mass media
and multiple devices
Never giving our
attention to just
one brand
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4. Studies have shown that people
are consuming more media
this is a result of media multitasking, with
overlapping time on different devices
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5. CC Photo By: Scott Hibberson Creative Commons Licence https://www.flickr.com/photos/26249834@N07/6166386244/
and people are becoming more skilled at
consuming more than one type of media at
once
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6. CC Photo By: Eric Peacock Creative Commons Licence https://www.flickr.com/photos/evilpeacock/13235187545/
“40 percent of smartphone and tablet users
multitask in front of the TV daily.”1
7. This presents a new challenge for marketers,
even highly anticipated super bowl commercials
may become less effective due to people media
multitasking while watching them
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8. CC Photo By: Bubba Miller Creative Commons Licence https://www.flickr.com/photos/saginaw_bubba/7907340680/
Although many people tune in to watch
the super bowl,
very few will consume the entirety of the
program without checking in on
another device 1
9. The youngest generation is growing up
learning to media multitask and have
incorporated this into their everyday lives
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10. giving them the skills to
perform better while
multitasking
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11. Consumers are also armed with a
variety of tools that help them filter
and block media
allowing them to make choices about
consumption
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12. to have an effective advertisement Marketers
must tailor their advertisements for the
different levels of attention that are expected
from consumers
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13. One way to gain the attention of consumers
is through sponsored content
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14. Sponsored content
incorporates advertisements
into editorials in a way
that consumers won't skip
directly over them
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15. Canadian family magazine
published an article titled “5
Tips for establishing a routine
with your baby”
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16. This was one of A series of articles for
expecting parents, each article
sponsored by the brand aveeno
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17. This drew attention to the brand and
made them seem knowledgeable about a
cause important to their consumers
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19. marketers must take
advantage of where
consumers are on
social media and
where they share
content
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20. People will share content with
their friends if it's something they
want to show they care about or
think their friends will care about
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21. and you want to
attract attention to
your content
shares indicate attention
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22. With so many sources looking to
grab consumers’ attention
it’s important to have stand out
content
CC Photo By: Smokingapples.com Creative Commons Licence https://www.flickr.com/photos/smokingapples/4755498547/ *edited
23. The attention economy doesn’t
have to be framed negatively, but
marketers must understand how it
effects their communications
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