Brain Game: Integrated attention planning

Anne Rayner

Marketers have a wealth of touchpoints at their disposal to help command their audience's attention; they need to start using them in the right way.

Any marketing strategy needs to work with the human brain rather than against it, if it is to be effective. This is particularly true when it comes to the challenge of capturing and holding human attention, the essence of effective brand communications. Our understanding of attention has been transformed in recent years. However, such an understanding can only contribute when it is incorporated meaningfully into creative and media strategy. Campaign planning can no longer end with putting the creative assets that we happen to have in front of the consumers that we are looking to target – and expecting those consumers' attention to play along. It needs to include an appreciation of how, where and when to most effectively engage people's attention.

Marketing's law of diminishing returns