BuzzDrivers CMO releases a free e-book entitled 'Attentionism: The Way of the Modern Marketer'

MANILA, PHILIPPINES, February 17, 2011

We are bombarded with countless ads every day, but very few penetrate our minds. As consumers, we became less receptive to brand communication, and this is due to ad saturation and malpractice. Consumer attention become scarcer as the modern lifestyle gets busier. This attention-deficit challenges the old beliefs and practices of marketers and advertisers.

Brands are at the losing end of this situation. The way consumers perceive and process advertisements changed, and ignoring this fact can lead to costly mistakes. Marketers must adopt consistently as consumers do with the ever-changing environment of markets and businesses.

The communication process itself is the culprit. To be able to adjust, marketers must understand the nature of the problem. Acquiring a high quality of attention must be given more importance than getting a large quantity of it. This short e-book discusses four fundamental principles that explain issues that have to be confronted:

1. Attention is a reward. Authentic attention is only rewarded to the brands that stand out. Unique and clever advertisers rewarded the most. The reward system requires marketers to offer relevance and value in exchange of the attention consumers have to invest. Communication efforts must either be informative or entertaining.

2. More touchpoints results to more attention. Advertisers must spend less on traditional media and explore more target-specific touchpoints. A diversified media approach will allow advertisers to reach out to niches instead of mass markets. Consumer targets must be divided into subgroups and managed simultaneously using the type of media that best addresses them.

3. Less clutter earns more mindshare. Brands that want to carve a niche will need a competitive separation establish unique brand message and presence. By using media that stays away from competition, advertisers can receive richer attention and create better distinction. Many unique and clever ways of delivering a message are waiting to be explored.

4. Connection is better than impression. A high quality of attention makes all the difference. A brand can only truly communicate when a prospect is capable of paying attention. By combining creativity and strategy, advertisers can be in the right place, time, and condition that consumers are ready to pay attention. Brands must establish a deeper physical and emotional connection with communities to drive word-of-mouth.

Successful marketing and advertising campaigns attract authentic attention because they are planned and executed according to the behavior of modern consumers. Cliches hardly work nowadays, and so does mass marketing and media. To gain authentic attention, marketers must think as smart as consumers do.

Ryan Jay D. Crisostomo is a nouveau marketer who promotes qualitative and intuitive approaches. A former advertising art director, he is currently a freelance creative consultant, entrepreneur, and CMO of BuzzDrivers, Inc. Ryan graduated from University of the Philippines with a Bachelor of Fine Arts Degree in Visual Communication.