Date post: | 09-Jan-2017 |
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Marketing |
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Fighting for interest in the
Attention Economy
CC Photo By: Craig Dennis Creative Commons Licence https://www.flickr.com/photos/craigmdennis/8519980588/
by Monique Deziel
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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We are surrounded by mass media
and multiple devices
Never giving our
attention to just
one brand
CC Photo By: Jason HowieCreative Commons Licence https://www.flickr.com/photos/jasonahowie/8583949219/
6, 7
Studies have shown that people
are consuming more media
this is a result of media multitasking, with
overlapping time on different devicesCC Photo By: John Larsson Creative Commons Licence https://www.flickr.com/photos/johanl/3044291684/in/photostream/
6, 7
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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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5
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
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
CC Photo By: Juhan SoninCreative Commons Licence https://www.flickr.com/photos/juhansonin/7206924392/
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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
The youngest generation is growing up
learning to media multitask and have
incorporated this into their everyday lives
CC Photo By: Kathy Cassidyr Creative Commons Licence https://www.flickr.com/photos/kathycassidy/9080980705/
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giving them the skills to
perform better while
multitasking
CC Photo By: Sebastien Wirtz Creative Commons Licence https://www.flickr.com/photos/wiertz/4604140980/
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Consumers are also armed with a
variety of tools that help them filter
and block media
allowing them to make choices about
consumption
CC Photo By: Nghiem Long Creative Commons Licence https://www.flickr.com/photos/nghiemlong/5392906091
11
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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One way to gain the attention of consumers
is through sponsored content
CC Photo By: Duane Story Creative Commons Licence https://www.flickr.com/photos/duanestorey/2721991488/i
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Sponsored content
incorporates advertisements
into editorials in a way
that consumers won't skip
directly over themCC Photo By: Gert Goovaerts Creative Commons Licence https://www.flickr.com/photos/gertgoovaerts/6191266461/
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Canadian family magazine
published an article titled “5Tips for establishing a routine
with your baby”
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This was one of A series of articles for
expecting parents, each article
sponsored by the brand aveeno
CC Photo By: Garry Mills Creative Commons Licence https://www.flickr.com/photos/72934458@N00/4911642194/
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This drew attention to the brand and
made them seem knowledgeable about a
cause important to their consumers
CC Photo By: Mike Mozart Creative Commons Licence https://www.flickr.com/photos/jeepersmedia/16123670001/
Brands must
also
consider
whether their
content
is share
worthy
CC Photo By: Esther Vargas Creative Commons Licence https://www.flickr.com/photos/esthervargasc/7155387122/
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marketers must take
advantage of where
consumers are on
social media and
where they share
content
CC Photo By: Omar Ruiz-Diaz Creative Commons Licence https://www.flickr.com/photos/omarglobal/9596002099/
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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
CC Photo By: � 然 Creative Commons Licence https://www.flickr.com/photos/106101332@N04/21674782005/
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and you want to
attract attention to
your content
shares indicate attention
CC Photo By: Per Peterson Creative Commons Licence https://www.flickr.com/photos/perzec/26395106911/
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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
The attention economy doesn’thave to be framed negatively, but
marketers must understand how it
effects their communications
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6, 76, 7
Works Cited1. Blanding, M. (2014, January 29). Super Bowl Ads for Multitaskers. Retrieved
http://hbswk.hbs.edu/item/superbowladsformultitaskers 2. Grimm, J. (2014, June 30). 10 Best Examples of Sponsored Content. Retrieved from
http://www.pressboardmedia.com/10bestexamplesofsponsoredcontent/ 3. Jones, K. (2016, October 12). Is your content shareworthy? 4 questions to ask. Retrieved
http://marketingland.com/contentshareworthy4questionsask194156 4. Krashinsky, S. (2014, December 04). Four ways Canadians are consuming mediadifferently. Retrieved http://www.theglobeandmail.com/reportonbusiness/industry
news/marketing/fourwayscanadiansareconsumingmediadifferently/article21949630/ 5. Krashinsky, S. (2015, May 11). Advertisers cash in on attention spans of digitally savvy
Canadians. Retrieved http://www.theglobeandmail.com/reportonbusiness/industrynews/marketing/microsoftstudylooksatattentionspanofdigitallysavvy
canadians/article24359527/ 6. Matrix, Sydneyeve. “Module 1, Lecture 1.” FILM 240. Kingston. September 14. 7. Matrix, Sydneyeve. “Module 1, Lecture 2.” FILM 240. Kingston. September 21.
8. Matrix, Sydneyeve. “Module 2, Lecture 2.” FILM 240. Kingston. September October 5. 9. Reddy, Sumathi. (2014, October 13). Teen Researchers Defend Media Multitasking;Doing Homework with Music, Texts, Tweets Works Better for some. Retrieved Wall StreetJournal. ProQuest. 10. Sellas, B. (n.d.). Five ways the "attention economy" is driving yourbusiness. Retrieved from http://www.businessesgrow.com/2016/08/03/attentioneconomy/ 11. Teixeira, T. (2015, October 14). When People Pay Attention to Video Ads and Why.Retrieved https://hbr.org/2015/10/whenpeoplepayattentiontovideoadsandwhy