Someone recently said: “Reach is no longer the scarce commodity. Attention is.”
Yes, we’re living in the ‘goldfish era’ – a period where people have an 8-second attention span. Goldfish have 9.
We’re ‘always on’ and bombarded by competing demands for our time. With a reduced ability to focus amidst the rush of our daily lives, brands, products and services must meet new consumer needs for convenience, value, sustainability and innovation. Grabbing attention and holding on to it is what counts.
But how can brands grab the limelight in a very competitive landscape? Increasingly, those that invest in data, insights, people and marketing are the one’s that will stand out.
It’s time for brands to stop interrupting what people are interested in and be what interests people.
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