The value of attention is decreasing day by day. We have marketing channels galore that contribute to fleeting attention. There are more advertisements and choices than ever before. This has translated into less trust, lack of belief and a declining motivation to pay attention.
It’s easy to see why. We all consume media on our own terms. It’s not only mobile but it’s on demand when and where we want it. This is why we ignore that cold call or unwanted email. As consumers and marketers our expectations and behaviour has changed. It’s really simple we want what we want when we want it.
Some marketers have adjusted by making copy much shorter and relevant. Creating quality touchpoints that are tailored to the person receiving it. We have also shifted to different platforms to tell our stories. However, many marketers haven’t got the message and still market like it’s 2005. They use worn out marketing tactics and messages like, ‘Hey I’m here and I have some ideas for you, call me.’ These tactics once worked in the past but they are not working today.
It’s not so much that the media has changed — it’s our customers that have changed. What matters to our customer is why you show up. They sense if you care. It’s not a one-way conversation — it’s a dialogue. It’s a relationship. It’s cultivated over time. It’s purposeful work.
Think about how you shop. As consumers we aren’t just shopping for stuff anymore. We are shopping to find meaning, change how we feel, and to express ourselves. Consumers no longer want information. They have information at their fingertips. They want and expect context around the information — an understanding of what matters to us.
Yes, it’s getting harder to reach people. And yes, we all have decreasing attention spans. But what we can control is what happens before, after and in the moment that we connect with people. It takes skill and talent to connect. It also takes empathy.
The future success of your marketing efforts is less likely shaped by all the attention money can buy and more likely shaped by your intention. That’s free, but make no mistake, it’s earned and requires effort.