In the digital marketing age, the fight over users’ attention has become one of the biggest challenges faced by businesses and marketers. With the rise of the internet and digital technologies, consumers are now exposed to an abundance of information and advertisements on a daily basis, making it more difficult to capture their attention and keep them engaged.
One of the main ways that businesses and marketers used to compete for users’ attention is through advertising. The use of display ads, search engine advertising, social media advertising, and other forms of digital advertising has become increasingly common, but it’s also becoming increasingly difficult to stand out from the noise. Consumers are becoming desensitized to traditional advertising methods and are looking for more personalized and meaningful experiences.
Another factor that has contributed to the fight over users’ attention is the rise of mobile devices. With more people using smartphones and tablets to access the internet, there is a growing need for marketers to optimize their digital presence for mobile devices and create engaging mobile experiences for their users.
To win the fight for users’ attention, businesses and marketers must understand their audience and deliver relevant and valuable content that resonates with them. This includes creating content that is optimized for search engines, social media, and mobile devices, and using data and analytics to understand what resonates with users and what doesn’t.
In addition to creating engaging content, businesses must also make use of emerging technologies and platforms, such as artificial intelligence, augmented reality, and virtual reality, to create innovative and immersive experiences for their users. By leveraging these technologies, businesses can create a more personalized and engaging user experience, and ultimately win the fight for users’ attention.
In conclusion, the fight for users’ attention in the digital marketing age is a complex and ever-evolving challenge, but one that businesses and marketers must address in order to succeed. By creating relevant and valuable content, using emerging technologies, and understanding their audience, businesses can win the fight for users’ attention and build a strong digital presence.
In our age, the marketing methods of e-commerce businesses focuse on the pursuit of gaining the attention and listening of customers and users.
Traditional marketing has focused for years on issues such as reach, frequency, awareness etc. The digital evolution of recent years has changed the targeting objectives of brands and businesses. The current battle is about the level of attention and responsiveness of your target audience.
High attention Media –
It’s the central and most important term that should guide you when you are creating your marketing plans. Paradoxically, the more expensive media means gain a lower level of attention and responsiveness.
The most effective and relevant advertising medium for you is the organic format that is closer to what consumers are looking for.
Users Initiated Ads
Is the format provided to us following our search. In other words – after we send a clear signal of intention to buy and interest in the product. Naturally, when we generate a signal of interest, our level of attention is high and the seller’s dialog with his customers at this stage is the most relevant and efficient.
On the higher level above this dialog is the layer of activities, related to what other customers have to say about a particular product or service. It is clear that people-influencing-people gains more meaningful attention than advertising where an official message (advertiser) is trying to sell us a product or service. This field, which includes reviews, inputs, recommendations, etc., affects us more than anything else.
SPOQ – Social Proof Of Quality
SPOQ refers to all types of people reviews, recommendations, shared experiences and post purchase feedback and is perceived as authentic, reliable and very efficient at the stage when we are about to make a preference or purchase decision. Brands and businesses can certainly affect this important area. How do you do it? First of all, by creating a genuine relationship with your target audience. Based on it, it is possible to generate organic or promoted motivation (incentives) in clients to share their experiences with your service or product.
Much has been written about this important and evolving field. Companies and brands now understand that without a relationship with customers, they will have no successful marketing and with no value on the part of the brand, there will be no relationship.
This insight leads most companies to implement a content strategy that puts consumers at the center. Content marketing targets the creation and distribution of relevant and valuable content for a defined target audience with the clear goal of attracting and gaining their attention and building a long-term relationship that can become a business one.
Companies learn to exploit this resource for purposes such as brand awareness, relationship formation, brand differentiation, sales, customer retention, and resale based on customer loyalty.
Companies such as Nike, Wal-Mart, American Express, and Redbull have become publishers and invest in creating and distributing content more than they do in any other marketing means.
The coming years will see an increase in the share of this sector in the marketing budget pie of all companies, in any area and any size.
What content will gain attention and create a trigger for sharing?
- Content perceived as exclusive – offer your users unique content or value. A feeling of uniqueness ensures engagement. This could be information, research, or transferable coupons – the point being that the content is perceived as intended for a limited audience to which he belongs.
- Visual content – preferably video. Video content is distributed more than any other format. Video wins 26% more shares than images and about 58% more than text. Any content should be sharable – searchable and snackable.
- Gamification – People love to compete – and win. For example, instead of releasing dry informative content, you can turn it into a trivia game that is easily accessible and simple to use. Presenting the participants’ scores on a dynamic and updated table will ensure its distribution – at least by those who end on top.
- Dispute – Branded content that causes emotional debate will gain greater participation and involvement. For example, a dairy producer can post studies showing that milk is a healthy and essential ingredient while trying to counter the argument that milk is fundamentally bad. The debate that will rage around the informative content will ensure high users’ engagement, which will also create sharing.
- Humor – preferably as a short video – will win a multi-circular sharing that will do a good job for the brand and strengthen factors such as brand connection, recollection and differentiation.
What else will work for you? Choosing the right Influencers and micro Influencers – will also ensure an effective attention level and responsiveness for you. The past year has seen a rise in the field of micro-Influencers as a preferable option.
What are micro-Influencers?
Mainly Social Network activists – who are not celebrities – who have a relationship based on a common interest with a small audience who listens, follows and responds to the Influencer. The size of the population that follows and listens is between 1,000 and 10,000.
Why should I work with micro-Influencers?
They offer more meaningful listening, high involvement, and an effective degree of recollections for each message.
Cross-sectional data shows 60% more involvement with micro-Influencers’ content than with high profile celebrities.
Even in terms of managing long-term marketing activity, there is an advantage because the budgets required when working with big Influencers are on average seven times higher.
Another interesting statistic is – there is 22.2% more talk around the content of micro-Influencers.
Why do micro- Influencers produce better engagement data?
The advantage of intimacy and relevance reinforces all the parameters that are important to us as marketers and brands – proximity, relationship, trust, relevance, authenticity and identification.
The traditional digital platforms (sites and apps) and certainly the traditional offline platforms (television, press, billboards) cannot guarantee you the level of attention necessary for effective dialog with existing customers and potential new ones.
The necessary pursuit for attention and listening parameters invites us to think small (and make it big) in terms of the truly important triangle:
Micro Segment / Micro Publishers / Micro Budgets
or in other words, forget about the term “mass”.