What's Attention Marketing, & Should You Use It?

你知道吗引起消费者关注的成本在过去的二十年中，已经显着增加（七到九倍）吗？

It might not be surprising to hear, but overall our集体注意范围一直在缩小。

You might be wondering,"What does this mean for marketers?"

作为营销人员，吸引人们进入我们的品牌是我们的工作。我们需要传递几乎具有磁性的消息传递，以吸引听众的注意。但是，当您只有几秒钟的时间做到这一点时，这似乎是一项无法克服的任务（提示：不是，我们有一些想法）。

在这篇文章中，让我们回顾一下关注营销是什么以及如何使用它来吸引观众的注意力。

注意营销

Attention marketing is the concept that marketing is all about capturing and engaging your audience's attention. This is usually done through non-invasive means, like social media. With attention marketing, you'll focus on how to capture someone's limited attention.

The term attention marketing was coined by Steve Jelley and popularized by Seth Godin, as a way to describe a business model that focuses on capturing users' attention through non-invasive content rather than interrupting users' attention with something like a pop-up ad. With attention marketing, once you have your audience's attention, you can then engage with and convince them to purchase your product or service when the opportunity presents itself.

Before this concept was introduced, around the beginning of social media, the marketing landscape looked a lot different. Brands would usually market themselves on a massive scale, using TV ads, billboards, or radio spots. This means that they weren't able to target individuals, but instead had to focus on appealing to a broader audience.

With social media, brands can now figure out what interests individual customers and then market to them individually. Ultimately, it's important to consider using attention marketing because you want your marketing assets to engage customers and pull them in.

营销注意力跨度

Now that you're thinking about capturing your audience's attention instead of interrupting it, let's focus on some logistics. To start, you don't have as much time as you think.

几年前，微软报告说普通人的注意力跨度为8秒。最近的一项研究表明，我们的集体注意范围正在缩小。

本质上，您只有几秒钟的时间才能吸引观众的注意力，然后才能继续滚动或单击其他内容。

那么，您应该如何吸引听众的注意力？让我们在下面介绍一些想法。

营销注意吸引者

1.特定于平台。

吸引听众注意力的一种好方法是您的内容在观众的供稿中本地出现（如果我们在谈论社交媒体）。

For example, if your video shows up as recommended on YouTube and they click the video and it's clearly in sync with what your title was and what they were expecting, then you'll probably be able to keep them watching.

但是，如果他们点击，内容是照片蒙太奇而不是视频（与他们可能期望的差异很大），那么您可能会失去它们。

In that same vein, when brands repost content from Instagram on Twitter, instead of making a separate Twitter post, people are less likely to click on the link than if they were to see the post right on Twitter.

An important thing to remember here is that some users are on mobile and some on desktop. Think about how you can design your website or content for those platforms specifically, so it's easier for the consumer to interact with your content.

2.写超清晰的消息传递。

When people can immediately tell what your value proposition is, it will hold their attention longer. It might seem simple, but review your marketing assets and ask yourself,“我的价值主张对我的听众来说是明确的吗？他们能在几秒钟内告诉我们可以提供的价值吗？”

If so, that will hold people's attention longer because if they clearly see the value in what you offer, then they'll want to look further into your brand. Your messaging should be clear, concise, and written specifically for your target audience.

3. Use integrated media.

集成媒体, or a multichannel and multimedia approach to marketing, will help grab your audience's attention.

这意味着您使用几种形式的媒体，包括视频，图像，播客，gif，模因等。不同平台上的不同类型的媒体将帮助您弄清楚受众喜欢和不喜欢的东西。

您的整体营销策略也应包括交互式媒体也是。实际上，81％的营销人员说，交互式内容在吸引消费者的注意力方面比静态内容更有效。

Ultimately, it's important to play around with your media content -- both the type of assets you create and the channels that you use to distribute it.

4.讲一个故事。

人们喜欢一个故事。他们喜欢看电视，看书或听播客。如果您可以用一个好故事来吸引您的受众，那么向他们推销会更容易。

To do this, you can start off your videos, blogs, or Facebook ads, with a storytelling hook. Once you've got your audience's attention, then you can proceed to engage and delight them.

5.考虑情绪营销。

你可曾听说情感营销？

这是您的营销资产应该主要利用情感吸引观众注意的概念。通过利用单一的情感，您的听众自然会对您的内容产生回应。难道不是让您的听众以某种方式做出回应的目标吗？

6. Don't forget about co-marketing.

Co-marketing当你使用品牌合作和collaborati吗bob综合博彩下载ons to grow your audience. It's the process of working with another brand and sharing expertise and value with each other's audiences.

同样，您也可以与影响者合作。51％的营销人员认为，他们可以通过影响者营销获得更好的客户。

By using influencers, or working with other brands, you can tap into their audience -- which is usually large and engaged -- to market your product or service and grab your audience's attention.