Capturing attention in the attention deficit economy
This article is part of a series of articles on capturing attention in the attention deficit economy. Read more.
Addictive video games. Device proliferation. A 'golden age' of streaming series by Netflix, Amazon Prime and Hulu. A new global middle class seduced by international travel and retail entertainment. The 24/7 availability of pornography algorithmically targeted to every predilection. How can brands possibly compete in this technologically fuelled era of consumer choice?
Marketers must acknowledge that brands don't only compete with other brands. They compete with life. In this day and age, brands need to become relentlessly relevant by connecting with human passions. But this is easier said than done. It requires a steadfast commitment to a framework that aligns timeless truths of traditional marketing with short-term transactional and engagement opportunities unleashed by digital technology.