Attention Economy is a concept that debates the large amount of content offered to users on the web. Understand more about this issue and how your brand can overcome this challenge.
Have you ever counted how much time you spend on your smartphone? The more time we spend online, the more and more content appears on social media timelines and feeds. Even so, we cannot keep up with everything that happens.
This is where the Time Economy comes in, a concept that concerns the amount of advertisements, information and content that reach users.
In digital marketing, understanding this topic has become essential for companies that want to attract their leads’ attention effectively.
What Is The Attention Economy?
The Attention Economy is a concept that discusses the excessive number of content, advertisements and other information available online. These numbers are placed side by side with the scarcity of time that people increasingly experience.
Practically, users’ time is less than the amount of information available to them. This includes advertisements and materials created by brands.
The noise caused by this problem, time versus quantity, is the users’ attention that has become scarce and difficult to gain.
After all, in a feed like TikTok, for example, where all it takes is one movement to scroll through the video, what will make your company stand out from the millions of other short videos?
With the extensive amount of information available, companies are not only dealing with their direct competition but also the online habits of their consumers. This means that the marketing team needs to develop pieces that contain something more.
Now, more than ever, it is necessary to develop valuable messages for different channels made precisely for the consumer who drags the screen up.
After All, How Do You Keep The Consumer’s Attention?
From the previous topic, we understand why companies worldwide worry about the Attention Economy in their marketing actions.
But how to produce content that attracts and holds attention in increasingly dynamic feeds and with increasingly scarce time? Check it out and discover:
Use The Algorithm To Your Advantage
Simply put, the algorithm decides which content will be delivered to which type of user. In other words, it is a segmentation carried out by each platform that dictates who will receive the information.
Working with, not against, this system helps the company maintain higher acceptance and reading rates for content and advertisements for its products or services.
FOR EXAMPLE, the MGID digital advertising platform uses so-called Contextual Segmentation through Artificial Intelligence to “read” articles and find advertising campaigns that dialogue with the text presented.
Create Stories That Move
Even though there is an excessive amount of information on the web, users still have some characteristics in common that can be explored; after all, old habits never change.
Developing stories that move, with Storytelling or other approaches, is an excellent ally of marketing. It’s no wonder campaigns like #LikeAGirl by the Always brand are talked about, remembered and awarded to this day.
Therefore, to attract user attention, brands must invest in Emotional Marketing and show their values to the consumer public.
Bet On Dynamism
Dynamic elements ensure that the user continues to follow the content and feels encouraged to participate directly in some action proposed by the brand.
Large companies like Burger King use resources such as gamification to take the consumer through an “adventure” with a reward. The fast food chain launched the challenge for customers to find bugs in the company’s application and channels.
Choose The Correct Format
The list of social networks continues to grow, and their algorithms are constantly changing. Producing content for all of them is not viable much less efficient.
Therefore, different audiences consume content in different ways. However, it is a fact that videos are gaining prominence in the world of the Attention Economy.
Know The Customer Profile In Depth
The brand is not just producing for algorithms but for people. The question that should not be left aside is: what does my consumer want to see?
Based on this question, the company must begin to study and understand its audience’s profile in depth. To do this, it is worth developing a persona with the following topics:
- Age group;
- Social class;
- Purchases historic;
- Behavior on and off the internet.
Offer Personalized Experiences
Personalization has increasingly gained favour with the public, so brands must adjust their efforts to meet this new need.
To do this, it is essential to know the consumer’s profile, which platforms they use, the average time spent on the content they consume and more. It is possible to develop personalized messages that attract and retain attention from this.
Furthermore, this unique aspect is the beginning of these people’s loyalty since they started to identify the brand more closely.
Use The Attention Economy To Benefit Your Brand
The Attention Economy is a concept that discusses the excessive amount of information available online, including advertisements. The concept puts the quantity of content versus the user’s lack of time at stake.
This dynamic has become an obstacle in marketing since advertisements are less effective in attracting consumer attention. To overcome this difficulty and achieve their goals, brands need to adapt to the online reality more than ever.
To do this, it is necessary to understand the algorithms and work alongside them, in addition to knowing the consumer public well and putting exciting, creative and dynamic actions into practice.
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