By Roger Jackson, founder and CEO, SenseCheck
With content flooding our devices 24/7, the human attention span at first sight seems to be shrinking, leading many businesses to believe their advert or marketing has to be as brief as possible to succeed.
However, what they often overlook is that people do still dedicate their full attention to what truly captivates them – they binge watch great dramas, listen to entire podcasts, and delve into their hobbies in huge depth.
Therefore, instead of asking “how do you deal with the low attention of consumers?”, marketers should be exploring “how do you engage your customers with something they are passionate about and want to spend time on?”.
Campaigns that stand out
One of the biggest challenges in marketing has always been to create something worth noticing. In today’s fast paced world, the stakes are even higher and the consequences of being dull are significantly amplified by our click-away culture, where content can be easily dismissed – particularly in digital marketing.
Capturing someone’s attention with an ad is one thing but turning that attention into tangible success is another. Ultimately, that’s the goal. Not just the ad of course, the entire business and its marketing strategy too.
Keep in mind that simply being seen or watched isn’t enough. You need to achieve measurable outcomes like purchases or brand loyalty. Success comes from a combination of innovation, personalisation and adaptability, among other factors. If you’re not willing to invest time and effort into these elements, how can you expect your customers to invest their time in you?
Making memories
We must also reflect on the fundamental role of marketing; to achieve your brand’s goals and objectives for survival and growth. It’s rarely about transforming a prospect from “who are you?” to “yes, I choose you” in a matter of seconds. Instead, it’s about shaping a lasting perception of your business in the minds of your customers over time. When the right moment arrives, you want your brand name to come to mind, accompanied by motivating, positive associations.
The goal is to become a go-to choice for your customers, one they make effortlessly and repeatedly. This makes marketing a memory game, with the key challenge to be recalled easily. Memorability is rooted in emotion. When you evoke feelings of happiness, sadness, or surprise, you capture attention and code it into the mind.
Creating a narrative that builds an emotional connection to your business is essential. Compelling stories not only deepen relationships but also communicate your brand’s values in a way that resonates with customers. You want your name to stand out amongst all the noise of the digital age and to stand out because your customers have relevant emotions about you.
So, in summary, your task is storytelling, not just advertising.
The heart of the story
Every storyteller knows the importance of captivating the reader with a compelling first paragraph. Marketing is no different, and if you approach your audience with “just another piece of marketing” right from the start, you’re setting yourself up for failure. No one will engage with or care about content that overtly pushes its selling agenda.
There are some great examples of emotional marketing to draw inspiration from. Take Cadbury’s ads, for instance, which weave a heartfelt narrative of generosity where the chocolate barely plays a supporting role. We become invested in characters’ stories, allowing the brand to ‘stick’ in our memories.
Another example is Mailchimp, which created a computer game to engage its audience, demonstrating an understanding of their world while subtly reinforcing its brand identity.
These strategies showcase that successful storytelling is all about forging connections and leaving a lasting impression. What’s more, it’s better to forge good connections with a relevant few, than be ignored by the many.
Final thoughts
Consider why you pay attention to a brand. It’s rarely because of a specific message in an ad. Instead, it’s often due to the affinity you feel, the trust you’ve built, or the memories you’ve created around them.
In a landscape saturated with low attention media, it’s crucial to focus on your customers and what truly matters to them. Embrace creativity in your work, as relying solely on heavy sales tactics will only make it harder to connect.
Aim to stop the scroll and become the brand that prioritises genuine connections while crafting that all important message.
