Why brands need to create social attention for effective communication

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

Whether it's real, digital or virtual, the modern world is a busy place. Distraction and choice can be so overwhelming that even the best targeted, most personalised and timely marketing messages can evaporate without trace. And, as technological capability continues to develop on an almost minute-by-minute basis, how can brands cut through the noise to communicate their message?

Social attention, as a term, is often used without explicit definition. Generally, it is understood to describe what modern marketers aim to elicit from their audience – attention to a specific form of communication in preference to other distractions. Even though the...

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