I know you’ll agree with me that most online users have a limited attention span. We want immediate answers and effective solutions. We hate irrelevant ads and beating around the bush.
Digital marketers must find effective ways to capture human attention in the modern economy. Unlike in history, when people had limited access to information, modern digital-age people have a wealth of information. As a result, attention has become a critical factor or currency in sales and marketing.
But is human attention the only currency in marketing? How about motivation? How can we harmonize both components?
The Attention Economy
The ‘attention economy’ came into existence in the digital era. For clear discussion, let’s define ‘attention.’ Attention refers to a selective concentration on a specific stimulus while ignoring others in the same environment.
According to Michael Goldhaber, people have adopted the attention economy as a particular stage or something eternal, based on markets, money, and standardized industry. Attention is perceived as a resource within this view. However, this only drives the interests of marketers and advertisers, deploying and structuring attention merely to generate income.
But is ‘attention’ the only currency in marketing? How about motivation?
Motivational Currency Explained
What motivates you to make a purchase or say ‘yes’ to a sales proposal? If you’re not interested in a product or service, it’s easy to reject an offer. But when motivation is triggered, people listen.
The motivational currency is what drives consumers and what they value the most. Many people value words of affirmation or praise. Some people want tangible results, such as observing measurable progress or completing their to-do list.
The motivation currency consists of effort, reach, and impact. Marketers must understand that motivational currency involves a compounding interest, wherein impact significantly correlates to one’s effort and reach. Creating, activating, and stirring motives are all part of the process geared toward attaining sales and marketing success.
Because motivations are purchase decision drivers, marketers can attain success by conducting and analyzing research to understand consumers’ motivations. Marketers can champion relevant products, develop effective marketing communications, and feature innovation if they understand the purchasing and decision-making processes of their customers. Launching marketing communications in a timely manner allows consumers to see messages as they discover their needs and wants can drive motivation.
Harmonizing both components?
There are many marketing strategies that are designed for short-term attention retention, such as:
- Discounts/voucher
- Lucky draw
- Better value in costing overall
But it lacks the necessary motivation to carry on.
However, motivation strategies such as :
- E-Learning
- Sense-making approach for a purchase decision
- Current dissatisfaction
- Future promises which provide immense benefits to consumers
are critical elements in creating solid marketing plans for your company. The greatest success of a product is derived from how much the average consumer dedicates a portion of their time in a day or a week to give “attention” and “motivation” to it.
Think of how some of these great products have taken over a key part of your life.
- Social Media
- Smartphone
- Your TV
- Your bed
- Your car
- Your preferred brands at a supermarket
- Your clothes/apparel
- Your social hangouts
- Your professional outlets
Do you now see how they have formed your lifestyle? And that comes from a great understanding of marketing strategies that valued attention and motivation over complex execution strategies.
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of Thinklogic Media Group or any company and their associates.
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