‘Three ways brands can breach the attention barrier in 2017’ – Econsultancy
Jeff Rajeck says, “Consumers these days are so overwhelmed with emails, posts, white papers, and articles that many have now erected a personal ‘attention barrier’.
This is a mental state which protects consumers’ mental resources from all of the irrelevant messages and advertisements flashed at them online.
While useful for consumers, the attention barrier is not a good thing for brands. When people are hiding behind it, they may see brand content but will typically ignore anything commercial straight away.
Some brands have been successful regardless. They produce vast quantities of high-quality content and establish a deep relationship with their audience over time. Brands such as Red Bull, Adobe, and ANZ have all succeeded in this way”.
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