Attention Indifference Disorder and marketing strategy
Attention Indifference Disorder is characterized by the myriad confusion of digital media that confounds marketers. One size doesn't fit all. Target your audience.
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Not all attention is created equal.
Marketing, when successful, generates the attention of its intended audience. In the world of B-to-B marketing, attention is just as hard won as in consumer marketing. There are aspects of B-to-B that mirror much of consumer marketing but there are also distinct differences.
For instance, the behavior shifts that occur between work and play; the CEO who is an avid golfer may be very willing to indulge their passion with hours of game play, lessons, reading and practice, is the same person on Monday morning that would seem to have the attention span of a flea, but at the same time can grasp complex ideas in a matter of minutes verses other members of their team.
Recognizing these differences is essential to crafting your marketing messages and tactics with respect for the recipient. This basic principle is often ignored in the world of B-to-B, especially in small and mid-market companies who may not have the benefit of an experienced marketing team.
Stratifying your strategy and tactics to align with the decision makers and gate keepers of the target audience is a fundamental aspect of engagement. To earn the level of attention needed to achieve your goals, with each specific audience, means not all tactics are created equal.
The message to the C suite needs to cut to the chase, while the message to the managers and users of your product or service can be more detailed and nuanced. It is always dangerous to generalize, so let me qualify this statement by adding that insight development built from business intelligence and market research underpins smart marketing.
Attention Indifference Disorder is characterized by the myriad confusion of digital media, confounding marketing teams who then reuse and repurpose the same exact content for different audiences. A one size fits all approach that looks efficient on paper…. but it is quite the opposite in practice.
Opportunity cost is hard to measure, which is why the savvy marketer will not settle for the easy answer. They will design a robust program that will test and measure until the optimal results are achieved.
Do not let Attention Indifference Disorder turn your marketing program into a blunt instrument.
Keep it sharp.
Guy is chief marketing officer for Garnet River. His well-earned expertise in strategic creative development ranges from consumer and B2B advertising in broadcast media, print and digital engagements, and film, and his leadership has resulted in hundreds of awards for creativity. He can be reached at guy@brandforming.com.
