The attention economy
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What does it take to get their attention! © New Republique 2012
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Transcript of The attention economy
What does it take to get their attention!
© New Republique 2012
how do brands get customer attention
in an increasingly digital world?
Lets start by re-considering the evolution of the word ‘digital’
Between 2002 - 2007 3 of the worlds most disruptive technologies launched to market
Web 2.0
2002 2004 2007
Web 2.0
2002 2004 2007
These technologies were so disruptive
The digitally aware consumer of yesterdaybecame the hyper connected consumer of today
In a 24 hour day,they multitask for an equivalent of 44 hours & receive over 6000 product messages.
* Steelgroup.com, Gen Y
Fundamentally, your customer has changed
The traditional experiences of the past don’t work the way they used to.
In the words of the great; you’ve got to
think different
The tools of the past,
won’t engage the customer of the new world
There are better ways to
compete for attention than just relationships
David // Armano, clarmano.typepad.com
or spending more
on showrooms to make a better impression
you need to reconsider the use of digital in a new brand context
Digital is not just a device or place.
It’s an experience in any place at any time.
Tell the product story
http://www.youtube.com/watch?feature=player_embedded&v=Yybe3hB3Ix4
Bring the showroom to them
http://www.youtube.com/watch?v=fGaVFRzTTP4
Help the process
http://www.youtube.com/watch?v=8Szy4UU5dMg&feature=related
Connect and collate
11,500 ideas | 660,000 ideas promoted | 84,000 comments | 325 ideas implemented
How much can a digitally enabled brand experience impact your bottom line?
Has an experience you’ve had online ever changed your opinion about a brand or the products and services it offers?
YES (65.30%)
NO (34.70%)
YES (97.09%)
NO (2.91%)
Has that experience influenced whether or not you purchased a product or service from the brand?
Razorfish, 2011
Razorfish, 2011
Yes64.1%
NO35.9%
Have you ever made your first purchase from a brand because of a digital experience
(e.g a website, mobile, email)
La FínLevel 2, 2 Church Street, Surry Hills, Australia, NSW, 2011
newrepublique.com facebook.com/newrepublique [email protected]: +61 2 8003 4809 fax: +61 2 9251 7422
Copyright 2011 newrepublique. All rights reserved. No portion of this document may be reproduced, copied or in anyway reused without written permission from newrepublique.
