A Marketing Perspective On The Attention Dichotomy

Understanding Attention in Marketing

The attention economy, a term coined by psychologist, economist, and Nobel Laureate Herbert A. Simon in 1971, has seen a drastic evolution from a world obsessed with TV ratings to an era bombarded by digital stimuli. Today, digital media platforms, smartphones, and social media bombard consumers with ceaseless alerts and an infinite backlog of content.

In this crowded digital landscape, grabbing a consumer’s attention has become an industry obsession. Cameras that track eye movements, AI models trained empirically, and the constant quest for the perfect blend of images and words reflect this obsession. However, all attention is not created equal, and understanding this distinction is vital for successful customer engagement.

The Two Types of Attention

According to the National Institute of Health, attention bifurcates into two primary types: exogenous and endogenous.

• Exogenous Attention: This type of attention is stimulus-driven, like reacting to a glass shattering. It is often considered as “interruption”.
• Endogenous Attention: This attention type is more conscious and deliberate, like concentrating on work or taking an exam. It is often referred to as “earned”.

Loud, repetitive creative messaging often grabs attention but tends to be fleeting, interruptive, and irritating. On the other hand, endogenous attention is a powerful driver of marketing success. Adelaide’s measurement reveals that when consumers willingly engage with an ad, it enhances attention scores and propels brand outcomes through the funnel.

Strategies for Attracting Positive Attention

Understanding the relationship between attention and brand funnel impact, the benefit of measurement will depend on clear industry delineation between earned media products and interruptive ones. So, what are the strategies that can attract the kind of attention that motivates consumers to engage with advertising?

Respecting Consumer Interests and Time

Recognizing that a consumer prefers one brand over others is not sufficient. Marketers also need to discern the appropriate time and manner to reach the consumer. The best location marketing serves as an illustrative example. A consumer strolling near a favorite store might be receptive to a special discount offer at that moment. The goal is to interact with consumers naturally without disrupting their routines.

Making a Trade

Consumers are more likely to share information and view advertising if they anticipate value in return. This could include shorter commercial breaks, access to articles or games, or even money-saving promotions. They are increasingly savvy about their side of the value exchange: they seek useful products, services, or information, and they do not want ceaseless, jarring messages.

Offering Control and Choice

Marketers often find it surprising how many consumers “opt-in” for ads when presented in the right manner. With interactive formats, such as CTV, marketers can allow consumers to choose when and how they want to view ads.

The Role of Good and Bad in Marketing Attention

Centuries of literary efforts and religious thought have depicted human life in terms of a battle between good and bad forces. This eternal conflict also finds manifestation in psychology. The general hypothesis suggests that bad events will have a more significant impact on the individual than good events of the same type. This principle may reflect the innate predispositions of the psyche or the almost inevitable adaptation of each individual to the exigencies of daily life.

The Power of Bad

Bad events are stronger than good ones. They produce larger, more consistent, more multifaceted, or more lasting effects than good things. This may reflect the almost inevitable adaptation of each individual to the exigencies of daily life.

The Power of Good

Good events can overcome the psychological effects of a single bad one. When equal measures of good and bad are present, the psychological effects of bad ones outweigh those of the good ones.

The Attention Dichotomy: A Marketer’s Perspective

In the context of the attention dichotomy, marketers must understand that not all attention is beneficial. They must distinguish between good attention, which fosters engagement, and bad attention, which can repel consumers.

Good Attention

Good attention is the kind that motivates consumers to engage with marketing content. It is earned through respect for consumers’ interests and time, making a trade, and offering control and choice. The biggest winners in the attention economy are the ones who earn consumer engagement through opt-in ad placements that save consumers time and money or offer an educational exchange.

Bad Attention

Bad attention, on the other hand, is interruptive and irritating. It is attention that’s “grabbed” through loud, splashy, or repetitive creative messaging. It tends to be fleeting and could leave consumers cold.

Conclusion

As marketers continue to navigate the attention economy, understanding the dichotomy of attention is crucial. It’s about striking the right balance between good and bad attention, and leveraging strategies that foster engagement rather than repulsion. Ultimately, in the crowded landscape of social media and digital media, the ultimate currency that marketers seek is the consumers’ attention, and the key to success lies in earning it.