People are more diverted than ever before with the world’s information within the grasp of everyone via the supercomputers of their pockets. The inclination to be diverted beneath a bombardment of signs can also be posing a challenge when this provides avenues to grab customer attention.
The worldwide Internet Index for 2017 states 65.8% of Filipinos use smartphones while watching TV. Having more than 1 display to check at with visual stimulators that are diverse inevitably divides attention. As a long-time contributor, I think that this is among the biggest challenges that nowadays, a marketer must overcome.
Within recent years since the birth of other social media platforms and YouTube, we have seen advertisers and new custodians discovering themselves in a sweeping current towards digital with the imperative. But regardless of the world of digital media consumption, the promotion fundamentals on addressing customers’ needs, wants and needs stay the same. The occupation of promotion, nevertheless, as Byron Sharp greatest explains in “How Brands Grow”, is to construct and change memories.
Memories are from what we paid attention to things we remember. What we pay attention to are an intentional choice. Therefore, construct on the attention currently and our job as marketers is to search for the purpose there to affect memories.
Here are 3 things that you can do in order to optimize digital marketing and advertising influence based on attention and intent.
#1: Attain those you know are Searching for you personally (together with intent-based digital advertisements)
It’s not rocket science. Digital marketing makes it possible that you understand who’s searching for the brand, and also to reach out to these.
When a customer types on a search bar, if Google, YouTube, or Play Store and many other sites or apps, they’re increasing their hands, trying to find somebody’s attention to furnish them what they’re searching for and what they want or want. If you understand their attention is you’d wish to be there to react with your answer till they get distracted with something different.
Imagine the most advantage of your advertising showing up each time somebody is looking for what you provide. You don’t miss out on the chance, irrespective of even hour or day. You don’t need to throw ad money expecting your message will get to the man; you know with certainty that you are reaching out to somebody who is searching for you.
Note: Shout at the authentic moment of need is the rule. So you can reach out in the right time, knowing who’s searching for you is the gist of intent-based digital advertisements. The purpose goes both ways.
#2: Pay attention to ‘attentive reach’, not simply ‘reach’
The usual question many entrepreneurs inquire when picking on digital advertising spend would be, “Can the system have reach?” ‘Reach’, as in, “Just how many men and women are on the stage?” However, the better question would be, “The number of men and women that are busy [daily/monthly] on this stage are in reality searching for my class or new?” Expanding the question to add intentional attention (ie, “searching for you”) will be the more nuanced definition of ‘reach’ that you shouldn’t dismiss. Attain in advertising must measure customer attention and not only customer presence. Attain without attention isn’t actually beneficial and is an extra distraction.
To measure attention on digital platforms, you must have (1) the number of seconds that the ad played, (2) the amount of individuals who completed the ad until the very last second, (3) how much of the ad was onscreen and for how long, and (4) in the event the quantity or audio was on when they were seeing. These are all indications of “attentive reach” that just digital can provide, but not all digital platforms may actually execute against.
Note: Attention in the midst of distraction is the new currency. Knowing if your customers are paying attention is crucial to understanding what sort of reach you are offered by an electronic platform for your advertising spend.
The Digital Measurement Board of IMMAP recommends the business to measure such metrics for video that is Internet:
- Reach Metrics: Viewable Reach and Frequency
- Quality Metrics: Completed Views, Typical View Duration, Audibility, Brand Suitability
- Cost Metrics: Cost Per Completed View OR Cost Per Viewable Impression OR Cost Per View (e.g. 3s for Facebook, 30s for YouTube)
For other digital advertising units, please refer to: Philippine Digital Measurement Standard (2017)
#3: Produce discoverable content Developed for purpose
Content production on digital platform is about addressing activities online and must be geared towards supplying answers that are on-demand and reacting content. Digital content development is now a strategic imperative that may differentiate between ads that customers choose to bypass, and ads they like to see and (re)find.
Going back to Byron Sharp’s principle concerning entrepreneurs influencing memories, he also articulated that arousing many perceptions (i.e.( sensory and visual) in communicating makes affecting decisions more powerful and drives better comprehension and remember. Personally, I know for a fact that this works in generating content that sticks. People today pay more attention to materials that grab both visual and auditory attention, and they are also more easy to recall. The new is actuated from memory once the need comes up, whenever these two senses are stimulated collectively. That means, so as to drive attention from an current purpose to your brand, you need to get an ad that is visually pleasing and enhanced with support.
Note: noise and Sight is your recipe for hooking intent. Knowing that you are building memories of your brand to return to when their need once again arises, is what’s going to sustain your marketing and advertising influence past the outreach.
Gara Santos-Ontiveros, the writer, is a Business Head in Google Philippines together with the mission to help attract every new born by Filipinos. Before joining Google in 2015, she turned into a marketing practitioner for 14 years handling global brands such as Rexona, Dove, Vaseline, Citra, Lux, and Lipton across stints at Indonesia, China, Singapore and the Philippines. The consumer change to digital fuelled her desire to master advertisements.