Marketing is a battle for the consumer's undivided attention

  • Voices
  • May 23, 2017
  • Greg Sampson
Marketing is a battle for the consumer's undivided attention

Recently a few colleagues and I had the opportunity to hear Faris Yakob give a talk. Anyone who has heard Faris speak will know that he is an engaging speaker, one who is able to hold the attention of a crowd for the length of his talk.

But then again, you would hope he would be able to hold my attention as he was talking about just that – attention, what it is, how to get and keep it, its value as a commodity, and fair trades for attention. Based on Faris’ ability to hold my attention, I now have a more positive emotional feeling toward him and his message – I have paid attention to emotive advertising for his brand.

Stopping to think about attention and its importance in building emotive connections with brands does pose some interesting challenges for marketers. Attention is a highly valued commodity, the mining of which has created multi-billion dollar businesses (and billionaires) such as Facebook and Mark Zuckerberg. There is a fierce battle on an hour-by-hour, minute-by-minute, second-by-second basis for our attention. The battle is so intense that any click or scroll by on any screen (no matter how brief) will be claimed as just that – attention paid.

Attention is unlimited, isn’t it? Writing this now I have two screens going in front of me so I have 2 times the attention to be mined, right? Three times if I were to unleash the iPad as well. Actually no. My attention can only be directed to one place at one time – in this case, to writing this article. To demonstrate to yourself this is the case, try having a text message conversation with a friend while you are watching a TV show. It is inevitable that while writing or reading a message you will miss a critical piece of dialogue in the show that may well be important later in the episode.

As marketers charged with helping people to build emotional connections to our brand, we are in the fight of our lives to get a piece of that limited attention and we’re competing against any number of other brands, entertainment options, family, friends and children to do so.  

However, despite attention being a limited resource, fiercely fought over, we can still build emotive associations and brand icons when no one is looking. Low attention processing is the key here.

Based on a range of academic work from authors such as Endel Tulving, Antonio Damasio and Robert Heath, we know that low attention processing with little to no direct attention paid to the piece of advertising still has an impact through implicit learning.

This is a non-analytical type of learning that can nevertheless attach simple conceptual meanings to stimulus, and this is just what is required for connecting emotive associations with brand icons. Moreover, experimentation has shown that repeated exposure to a stimulus – whether it be an ad or another piece of comms – is important to making this low attention processing have a strong impact. The downside is that rational brand benefits cannot be communicated in this way, they need attention.

The implications are clear for brand builders. We must do the necessary work to earn attention from our target market – serving up communications and experiences they find worthy of devoting their limited and highly valuable attention to. In short, being respectful of their attention. This is how we build both rational and implicit emotional associations with our brand. At the same time we need to make sure we are part of the environment the people who buy our brand operate in, maintaining and building emotive associations with our brand. While this takes repetitive exposure and consistent investment, it is easier in one way – no need to fight for that limited attention.

At TRA we see this done well across a range of brands in many industries. Those that have a consistent presence across a range of touchpoints can see specific advertising recall rise and fall over time, depending on how effective the work is in gaining attention. But what is more consistent is the sense that the brand is ‘present’ or ‘doing stuff’. And it is this sense that correlates strongly with the emotive strength of the brand, a vital element for decision making.

As a speaker Faris Yakob was able to command our attention for 40 minutes because he adds value and gives his audience what they came for – a fresh perspective, with a bit of humour thrown in. As marketers we can take inspiration as we constantly strive to break through the communications clutter and grasp the attention of our own audience, although a passing consideration is likely a more realistic goal than 40 minutes of captivated attention. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Māori media set for 'sector shift'

  • Media
  • October 17, 2018
  • Radio New Zealand
Māori media set for 'sector shift'

The Māori media sector is set to be reviewed for the first time since 1998. A policy initiative has been announced, titled "Māori Media Sector Shift", that will include Māori Television, the Māori radio network and Te Mangai Paho.

Read more
TVNZ-NZ Marketing Awards 2018 Supreme Award winner: AA
news

TVNZ-NZ Marketing Awards 2018 Supreme Award winner: AA

Most New Zealanders will have heard of AA. It’s a trusted, reliable brand and it’s been around a long time. But, with technological advancements threatening its business model, it knew it needed to diversify or die. We take a look at this year's TVNZ-NZ Marketing Awards Supreme Award winner.

From junk to jewellery: Design Junkies search for second crop of designers

  • Television
  • October 16, 2018
  • Idealog
From junk to jewellery: Design Junkies search for second crop of designers

Design and craft-based television show - Design Junkies - has been allocated its second lot of funding from TVNZ. The spend comes following a successful first series, produced by Warner Bros. NZ, which sees a diverse bunch of designers upcycle junk into coffee tables, photo shoot props, and various other installations. In light of the release, the show is currently on the hunt for the crop of next designers, makers and artists to feature on the next edition.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Whittaker's' Hannah Gray on working her way up in marketing

  • Marketing
  • October 16, 2018
  • StopPress Team
Whittaker's' Hannah Gray on working her way up in marketing

Whittaker's brand manager Hannah Gray knows the value of working her way up in the workplace. She started at the company in 2014 as the receptionist and four years on was one of this year's TVNZ-NZ Marketing 'Rookie Marketer of the Year' finalists. We chat with her about finding her feet in the industry.

Read more

Ads of the week: 16 October

  • TVC of the week
  • October 16, 2018
  • StopPress Team
Ads of the week: 16 October

A round of applause for Got A Trade, The Warehouse and Air New Zealand.

Read more
voices

ReachMedia secures The Warehouse Group's 'smart mailer' business

  • Advertising
  • October 16, 2018
  • StopPress Team
ReachMedia secures The Warehouse Group's 'smart mailer' business

The Warehouse Group has appointed data-driven letterbox marketing company ReachMedia to distribute mailers for the group's family of brands.

Read more

Got A Trade releases ad disguised as a music video

  • Advertising
  • October 16, 2018
  • StopPress Team
Got A Trade releases ad disguised as a music video

Got A Trade and Ogilvy NZ have created an interactive ad which looks like a music video with the aim of attracting young Kiwis into trades and services.

Read more
Are loyalty programmes really worth it?
Sponsored content

Are loyalty programmes really worth it?

As every retailer offering a loyalty programme knows, there’s no such thing as a free lunch. Truth Customer Academy shares how to consider the value exchange you’re really offering with your loyalty programme, and get the most out of your investment.

QMS NZ accelerates digital-first strategy with 19 new Auckland sites

  • Advertising
  • October 15, 2018
  • StopPress Team
QMS NZ accelerates digital-first strategy with 19 new Auckland sites

QMS NZ has announced an exclusive long-term strategic partnership with iSEE Digital, marking a significant step change in the New Zealand digital out-of-home landscape.

Read more

'Off with his head!': Pop-up Globe launches latest season

  • Advertising
  • October 12, 2018
  • StopPress Team
'Off with his head!': Pop-up Globe launches latest season

The Pop-up Globe has launched its latest season with a series of creative campaigns, the first touting Richard III as a serial killer.

Read more

Movings/Shakings: 12 October

  • Movings/Shakings, brought to you by Marsden Inch
  • October 12, 2018
  • StopPress Team
Movings/Shakings: 12 October

Industry happenings at Clemenger BBDO Wellington, Colenso BBDO, Ogilvy and Acquire.

Read more

Chur bro! The Warehouse launches a uniquely Kiwi Scrabble edition

  • Advertising
  • October 12, 2018
  • StopPress Team
Chur bro! The Warehouse launches a uniquely Kiwi Scrabble edition

The Warehouse has launched a 'Sweet As' campaign with familiar Kiwi legends for the new Scrabble edition, via DDB New Zealand.

Read more

Rufus Chuter and Kris Hadley launch new agency, Together

  • Agency
  • October 11, 2018
  • Caitlin Salter
Rufus Chuter and Kris Hadley launch new agency, Together

Former FCB Media managing director Rufus Chuter has joined forces with former OMD chief digital officer Kris Hadley to launch a new strategy, technology and media management agency, Together.

Read more
Streaming ahead – TVNZ OnDemand reaches record high
Sponsored content

Streaming ahead – TVNZ OnDemand reaches record high

TVNZ OnDemand has achieved a record 102 million streams in the last 12 months – the equivalent of every New Zealander streaming over 20 episodes of Shortland Street a year.*

The Warehouse Group's Michelle Anderson on the changing times

  • Marketing
  • October 10, 2018
  • StopPress Team
The Warehouse Group's Michelle Anderson on the changing times

The Warehouse Group's chief digital officer Michelle Anderson is an experienced marketer with years of experience on the group's different brands. As one of this year's TVNZ-NZ Marketing Awards 'Marketer of the Year' finalists, we spoke with her about how The Warehouse Group's approach to marketing has changed and the lessons learned along the way.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit