Unpacking The Attention Economy

Let’s face it, marketers are finding it more and more difficult to get the attention of their prospective customers. Never has mankind seen an overflow of content like in the modern times. The data explosion is simply astronomical. For example ,Every minute facebook users share 2.5 million pieces of content and 72 hours of new video content is uploaded on Youtube. In societies like the USA customers are bombarded by up to 5 000 marketing messages on a daily basis.

Content clutter has come with a cost that has seen attention becoming a scarce commodity. The creation of relevant content that attracts the right eyeballs has become a winning marketing strategy and those whose content strategy sucks lose out.

Since attention has become a finite resource, what can brands do to gain and maintain the attention of their prospective customers?

Value

Brands should ensure that their content adds value to their customers. The focus of any content marketing effort must be on enhancing the lives of the targeted audience. Content that educates, inspires or entertains produces great results for brands.

It is impossible for customers to exchange their attention for content that upgrades the quality of the livelihoods.

Visual Content

Visual content represents a dynamic way of grabbing the customers’ attention. The reason for this is fairly obvious. Humans are programmed to respond to visual content since images are processed 60 000 x faster by the brain. Additionally, human cognition interprets images fuller than plain text.

This explains why a picture paints a thousand words while a one minute video paints 1.8 million words. To top it up, visual content creates strong emotional connections which then influences logical decision making. Without emotional bonds brands can kiss loyalty, and consequently advocacy, goodbye.

To top it off, posts with videos and images attract 60% more clicks that their textual cousins.

Relationships

Long back, tight bonds existed between customers and shop owners. The latter did not take their customers for granted and they worked hard to satisfy their wants and whims. Customers still expect to be feted by brands. They give repeat business to those brands demonstrate their sincere care for them and avoid those who treat them indifferently.

Brands can leverage content marketing to nurture powerful relationships with their customers.

Whilst it is a true fact that attention has become a scarce commodity, brands can do something about it and gain market dominance through content. Value, visual content and long term relationships are keys to success in the modern economy.