The Attention Marketing Era Is Here: Adapt Or Die
In this guest post, Emanuel Freer (pictured below), chief strategist at Avilo, argues that the industry has not just tilted from traditional into digital or social marketing, but playing the fast-moving ‘attention marketing’ game.
It is my very strong assertion that we are in the ‘attention marketing’ era and we have been there for a long time, whether you realise it or not. While the term attention marketing is not new, having been coined by Steven Jelley in 2012, allow me to expand on my own definition of it and why you should give a damn. I define attention marketing as the breaking down of traditional marketing walls and communicating your marketing message wherever the attention of your target audience is, no matter how messy or out of your comfort zone that place may be. Media and marketing no longer fits in a vacuum like a branded business box slanted with the idealistic notion that ‘if you build it they will come’. They aren’t coming! You have to go to them! If you aren’t accepting this status quo then you are trying to swim upstream against a raging current. People get their content now where they want to get it. The internet and social media have disrupted and democratised media consumption in an unforeseen way. While one can always argue that marketing is the business of attention, it has never been the variable in the way it is now.
I’m sure some of you who have been aware of this are thinking ‘No shit Sherlock!’ I know this isn’t exactly a revelation and I take my hat off to you! Business and marketing leaders like Gary Vaynerchuk have been preaching about this for a long time. My message isn’t really aimed at those that understand the constantly shifting tides of consumer culture. My message is pointed at the rest of you – the ones still resisting when marketers and businesses should know better. This isn’t a revelation – it’s a revolution. We are in the age of media companies that own no media (Facebook, Instagram, Snapchat, etc) transport companies that own no vehicle fleets (Uber). If you don’t adapt quickly, it will swallow you up before you can say “Netflix”. Much like the current sentiment regarding political systems in western countries, too many are stubbornly burning resources into their flawed machine while their audience slips through their fingers. Stodgy, obtrusive marketing channels are mainstays no more. They make people uncomfortable – especially Millennials – and are too easily tuned out. No longer can you rest on the laurels of ‘that’s the way we’ve always done it’ marketing models.
But this stuff isn’t new. We’ve been debating ‘to social media or not to social media’ ad nauseum for a long time. So what’s happening now? What’s happening now is that more brands have jumped on the bandwagon in big ways but are doubting their investment. The game may be already lost for these people because we aren’t even having that old cliche conversation. Attention marketing isn’t just about being on the social media bandwagon. It’s about being a marketing nomad with no fixed residence or rigid, romantic attachment to the way things were. The internet and mobile technology have long since disrupted the game. We all need to be nimble. To have your finger on the pulse in this attention marketing era is to know your audience better than they know themselves. To be ready to pivot to the next platform when the data is telling you that’s where they are going. It’s not waiting until the majority has already moved there and all the opportunity has diminished. By that time there is probably another platform brewing and ready to shift attention again. This is the state of the marketplace.
So, why is it that we see all these headlines about marketing spends in social media tripling and yet they still only account for a small fraction of overall budgets? Why are some even reducing their spend on it? I would suggest fear and a lack of understanding. Some businesses have a bad taste in their mouths from the social media and attention marketing approach. They tried, failed and scaled it back. Others are so fearful of the change that they refuse to try. I believe both are rooted in a lack of understanding. The fear is certainly warranted.
Attention marketing requires an extremely nuanced yet agile approach. Infiltrating platforms where the attention is and hijacking attention is all many marketers know. Don’t mistake attention marketing for interruption marketing. It’s about taking the time to learn the platform, understand its context and then add value to your audience in that space. Effective attention marketing, as with permission marketing, is the antithesis to interruption marketing. If interruption marketing is the blaringly loud, obnoxious fire alarm then attention marketing is the chameleon, adapting to its environment. Only after really understanding the platform where your audience’s attention is and your audience can you really contextualise your marketing message in a way that drives ROI. Yes, it is really hard work! That’s why influencer marketing has exploded. Influencer marketing allows you to engage the audience contextually via surrogate. The landscape of influencer marketing however, is shifting too.
If you are still struggling and finding this all very overwhelming; if you are more fire alarm than chameleon; employ experts! Attention marketing experts that understand the current state of marketing. Whatever you do, just do something. Don’t lament over the loss of control with this approach. The truth is that you have already lost control. The question now is ‘What are you going to do about it?’
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.