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
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.