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Tackling the Great Consumer Attention Deficit

These days, communication is free: the problem is attention. As new technologies and platforms continue to emerge, marketers are consistently required to change the way they communicate. And, as audience attention spans become shorter and shorter, brands must harness new and creative forms of micro-content to evoke the same deep connections as the large campaigns of the past. Before Twitter, there was the telegraph. Prohibitive costs imposed length restrictions, and journalists learned to work around them. Words became shorter, and new words emerged. This panel will explore the evolution of consumer conversations from the era of billboards, radio, and TV spots to today. We’ll also discuss how brand marketers are responding to limited consumer attention by learning to package the same information into micro-content and through micro-promotions.

Additional Supporting Materials

Questions Answered

  1. How can brands see shorter forms of content as an opportunity instead of a constraint?
  2. How are brands using channel-specific attention constraints to dictate what promotions they run?
  3. Why are consumers on social media the best kind of customers for brands?
  4. How much has the volume of content that brands showcase and customers consume changed with the evolution of technology?
  5. How can brands understand content half-life to find the sweet spot between how much time people spend online on various social platforms and the longevity of brand content?

Speakers

Organizer

Jessica Jacobs Unmetric


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