Digital Marketing All-In-One For Dummies

Chapter 2

Grabbing the Attention of Your Customer

IN THIS CHAPTER

Looking at the “attention web”

Changing the way we measure attention

Making content easier to consume

Using interactive content

Do you know the thing that all marketers desperately want? It’s customers’ attention — to what they have to say and sell. Since the advent of the “always on” culture, the competition for attention has been fierce. In fact, most of the content created by companies is never seen by its prospects.

It wasn’t always hard to get people’s attention. In the previous century, when you wanted to get a customer’s attention, you would send him your marketing material and give him a call. The prospect was usually receptive because you were the keeper of all product information. Those days, however, are over.

But conversations do help develop relationships, and relationships help you get and keep your customer’s attention. So what can you do to compete with other producers for consumers’ attention? There is no shortage of content from your competitors that identifies each one of them as the one to choose. ...