Download - Attention: Marketing in the Attention Age
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#AttentionSummit
Marketing in the attention age
Andy HeadingtonCEOAdido
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YOUR NEXT 30 MINUTES
• Who am I?
• What is attention?
• The attention problem
• Marketing in the attention age
AGENDA
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WHO AM I?
• Started Adido in 2003
• Worked in search for last decade
• Now CEO
• The future is fascinating
• I like to swim
• @andy_head / @adido
ANDY HEADINGTON
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WHAT IS ATTENTION?
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1. notice taken of someone or something; the regarding of someone or something as interesting or important.
2. the action of dealing with or taking special care of someone or something.
3. sympathetic consideration of the needs and wants of others
In its purest sense, attention is the action of focusing on one particular idea or task over a multitude of others.
ATTENTION:
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THE ATTENTION PROBLEM
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THE ATTENTION PROBLEM
• The (media) world has changed
• We are all publishers
• From scarcity to obesity
• No one pays attention
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FROM SCARCITY TO OBESITY
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DIGITAL INFORMATION CREATED EACH YEAR,GLOBALLYZETTABYTES (ZB) OF DATA
Sources: IDC, Radicati Group, Facebook, Trresearch, Pow Internet, Oracle
2000%EXPECTED INCREASE IN GLOBAL DATA BY 2020
75%PERCENTAGE OF ALL
DIGITAL DATA CREATED BY CONSUMERS
111MBVIDEO & PHOTOS
STORED BY FACEBOOK, PER USER
0
5
10
15
20
25
30
35
40
45
50
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
1,000,000,000,000,000,000,000
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WE’RE ADDICTED TO CHECKING OUR PHONES
58%OF SMARTPHONE USERS
DON’T GO
1 HOURWITHOUT CHECKING
THEIR PHONES
Sources: Lookout
150
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ATTENTION IS HIGHLY MULTITASKED THE AVERAGE AMERICAN HAS OVER 31HRS OF ACTIVITY IN A DAY
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“WE ARE MOVING FROM A WORLD WHERE COMPUTING POWER WAS SCARCE TO A PLACE WHERE IT NOW IS ALMOST LIMITLESS AND WHERE THE TRUE SCARCE COMMODITY IS INCREASINGLY HUMAN ATTENTION”
SATYA NADELLA, CEO MICROSOFT
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SATYA NADELLA, CEO MICROSOFT
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SATYA NADELLA, CEO MICROSOFT
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FACEBOOK AD PERFORMANCE BY INDUSTRYAVERAGE CLICK-THROUGH RATE
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AD RECALL BY TIME IN VIEW (DELTA)
1%
3%
8%
17%
0
10
20
UNDER STANDARD AT MRC STANDARD 4 SECONDS 7 SECONDS
AVERAGED DELTA FOR ALL AD TYPES
TIME IN VIEW
PERCENT CHANGE IN RECALL (DELTA)
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MARKETING IN THE ATTENTION AGE
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PEOPLE BUY ON EMOTION AND JUSTIFY WITH LOGIC.
HERE’S THE SHORT RULE OF THUMB:
SELL TO MR. RATIONAL FOR SIMPLE SALESAND MR. INTUITIVE FOR COMPLEX SALES
https://hbr.org/2015/01/when-to-sell-with-facts-and-figures-and-when-to-appeal-to-emotions
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There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.
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There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.
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“CONTENT SHOULD FULFIL AT LEAST ONE OF THESE THREE CONDITIONS:
IT ENTERTAINS,
IT CHALLENGES
OR IT COMES FROM GENUINE EXPERTISE.”
TOM WEBSTER, EDISON RESEARCH
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• 800W
• 2 L Glass Jar
• With spatula
• ProBlend6
AVANCE COLLECTION BLENDER
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FOOTBALL / MUSIC (90+ MINS)
CANDY CRUSH (2-3 MINS)
GREAT CONTENT (< 3 MINS)
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“(TO ADAPT TO CHANGING ATTENTION SPANS)… THERE ARE TWO TACTICS.
EITHER, SEEK OUT THE RARE MOMENTS WHEN CONSUMERS ARE FORCED TO CONCENTRATE DEEPLY, THE CINEMA BEING A PRIME EXAMPLE, OR ACCEPT THAT CONSUMERS WILL ONLY BE PAYING PARTIAL ATTENTION AND BRUTALLY SIMPLIFY THE COPY. MAKE IT SHORTER AND SIMPLER. “
RICHARD SHOTTON, ZENITHOPTIMEDIA
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http://www.huffingtonpost.co.uk/richard-shotton/advertising-attention-span_b_9582922.html?1459437047&ncid=tweetlnkushpmg00000067
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http://www.huffingtonpost.co.uk/richard-shotton/advertising-attention-span_b_9582922.html?1459437047&ncid=tweetlnkushpmg00000067
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WHAT CAN YOU DO DIFFERENTLY?
• Stop with the attention grabbing and be more
attention worthy – what do you stand for?
• Think more about how to connect emotionally
with your content and messaging
• Connect with your users at the right time and
the right place
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QUALITY OVER QUANTITY.
DEPTH OVER WIDTH.
REACH DOES NOT EQUAL VALUE AND FOLLOWER COUNT DOESN’T MEAN PEOPLE ARE LISTENING.
… STOP FOCUSING ON OPTIMIZING THE NUMBER OF VIEWS AND INSTEAD CONCENTRATE ON MAKING EACH ONE OF THOSE VIEWERS CARE ABOUT YOUR BRAND.
BECAUSE, AT THE END OF THE DAY, THAT’S THE ONLY WAY YOU’LL DRIVE RESULTS TO YOUR END GOAL.
GARY VAYNERCHUCK, APRIL 16 2016
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THANK YOU
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EXPLORE. CAPTIVATE.CREATE.
© Adido 2016
01202 586 300
WWW.ADI.DO
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