THE STRUGGLE
TO STAND
OUT...
Why comms in context is key to capturing attention
In the bustling world of marketing, capturing audience attention is the holy grail.
But it's not as simple as it sounds. We've all heard the myths. That our attention spans are less than that of a goldfish. That we're bombarded with over 10,000 ads a day.
But how much truth is there in these claims?
Let's start with the goldfish myth. It's a catchy claim, isn't it?
But here's the thing: it's not exactly true. It's whats known as made up marketing bullsh*t. It made a great headline back in 2015 and still gets rolled at conferences today. Scientific evidence doesn't back this claim. Our attention spans aren't shrinking. We're just becoming more selective about what we focus on.
In a world filled with information and distractions, this selectivity is a survival mechanism and way to conserve our energy for things we want to do - like binge watch. So, next time you hear about the goldfish myth, take it with a grain of salt.
Another big figure...
We also get bombarded with over 10,000* ads a day
thats a hell of a lot of ads.
(*supposedly; again, according to the internet and some people who made up the figure to make a wider point)
So, while it's true that we're bombarded with ads daily, the 10,000 figure is more marketing numberwang than a reality.
But again, this is an exaggeration. The actual number varies greatly among individuals.
It depends on factors like
lifestyle, media consumption
habits, and even the city
you live in.
In reality
We are smarter and more attentive than we think...
...And we are really well trained to filter out and avoid unwelcome or unneeded information like ads
Still paying attention?
Attention is
context dependent
Context is the crucial factor in capturing audience attention.
Because the context in which a message is delivered or consumed can make or break its effectiveness.
Attention can be fleeting.
Or also very long!
Some activities are better at sustaining attention.
level of focus needed
A weekly shop
Driving
TV viewing
Box-set bingeing
Doomscrolling on social media
attention length
To capture and keep someones attention, your comms need to work smarter to break through the clutter...
THE BIG COMMS BALANCING
ACT...
Attention
Engagement
The context
Engaging in the moment
Attention grabbing comms
We help brands find the right creative ingredients to standout and draw the eye - using contrast, movement, distinctive brand assets, and drawing on different and disruptive images.
But attention grabbing comms need to be used sparingly - have a genuine purpose and engage with something relevant. Otherwise distraction and disruption can be dangerous for a brand if you distract people from other tasks, stopping to make them think. And as everyones favourite Dragon’s Den investor Deborah Meaden once said “The number 1 thing you don’t want is your customers to think, because when they have to think, they’ll think themselves out of a decision“
Attention without engagement can just be a distraction. Any comms need to engage through relevant messaging, dialling up emotions and finding interactive or creative ways to deliver stories or info. We help capture the most relevant messages at the point of the customer journey, and how to maximise the storytelling potential.
Context, context, context
The impact of marcomms is all context dependent. The individual missions and mindsets, level of concentration and focus, personality profiles, or wider environmental factors will all impact on the potential of marcomms to cut through and engage. By understanding how context affects the ability to capture attention and engagement we can inform smarter marketing strategies.
It’s a balancing act of key creative ingredients to capture and sustain attention
The 3 D’s
When to
be different, distinctive or disruptive
Dialling up differences to competitors or the established category norms, the distinctive brand assets, or doing something unique or truly unexpected
Stories
A well-crafted narrative will capture attention and make something more memorable
Crafting memorable narratives
Making sense
Tapping into the senses to stimulate emotions and drive engagement through techniques such as interaction or gamification
Engaging the senses
not business as usual
Did we capture your attention and pique your interest?
Learn more about how our approaches can help unlock the potential of your comms...
hello@disrupt-insight.com