The time you will take to read this opening sentence is about how long a brand has to grab a consumer’s attention, which is why breaking the attention convention in a world evolving at breakneck speed is vital.
COVID-19 provided rocket fuel for our digital rocket. Forget captive audiences, the more interesting the world becomes, the less interested consumers are in brands. Brands must compete for a share of attention.
Only eight seconds
In the world of content, we need to cut through the clutter and actively compete for consumers’ time. We must be interesting, and we must entertain – that’s always been important, but even more so in a world with so many channels and so many choices. Eight seconds – that’s what we have to grab and hold attention.
Brands are not just competing with other brands for consumers’ attention, and they also need to compete with…
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Read the full article by Keke Mahlelebe, Strategy Partner and Melody Maker, Digital Partner, M&C Saatchi Abel, as well as a host of other topical management articles written by professionals, consultants and academics in the February/March 2021 edition of BusinessBrief.
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