One of the great obsessions of the marketing and advertising industry is consumer attention. At the end of the day, attention is what can help the message that the brand or company is transmitting to really reach the consumer and also what can allow it to reach the audience.In order to reach the memory of the consumer and so that he preserves the information that the company wants to transmit, there is no choice but before to make him pay attention to what is being said or done in one way or another.For this reason, one of the recurring themes that concern marketers is how to get that attention and also the very nature of consumer attention. The emergence of the Internet and the way in which it has accustomed us to access content and information have not only made attracting attention more complicated, since there is a greater volume of distractions.
It is not the only complicated point, but it must also be added that the service windows are Portugal WhatsApp Number List getting smaller and smaller. There is the already very popular Microsoft study that pointed out how consumer attention had fallen and that we already had a short-term memory shorter than that of a goldfish.Attention cannot be measured by yes or noBut, in addition to all these issues, those responsible for marketing and advertising should begin to take into account another idea, that attention is a somewhat elastic element and in which there are many things that vary. Instead of thinking of consumer attention as a kind of specific moment, of behavior that follows certain rules, they should bear in mind that attention and how and to what attention is paid vary.As a study has just shown, attention is more of a spectrum. And that can greatly change things in how messages are constructed and how information is delivered to consumers.
The very nature of what is attention and not attention is very important also at this time because, as the research manager of market ideas at Google, Claire Charron recalled, the market is pivoting from one important point to another. Right now, advertisers are trying to shift their focus on visibility as a key element in measuring success for attention. However, care is complex and is not a “simple yes / no binary measure”, as the researcher recalls and as Warc collects .How attention changes His reminder is based on the conclusions of a study that analyzed how several households received advertising for six weeks. From the outset, the first thing the study confirmed is that, no matter how much advertisements and brand messages are in one way or another, attention can be fragmented.
We can see the ad, but not hear it; hear it, but not see it; or do everything the ad expects of us. The attention is different, the brand and ad memory is also different. If the ad can be heard and seen, the memory is much greater than if it is simply listened to, as the study’s findings point out. Added to that is the very nature of the ad. If it is relevant to the consumer, the memory will be much greater.On the other hand, the attention also depends a lot on the device in which the ad is being served and that the brand is using to reach the consumer. On smaller screens, such as mobile screens, which are seen in a closer and more personal way, the viewer is more involved in the viewing experience than they can on a television screen.