“…you had my curiosity, now you have my attention.”
Hollywood has always interested me in the way that certain actors, directors, and producers all follow a similar technique, storyline, and nuance to capture the imagination of their audience and deliver their story. Whether it is existing successful techniques that are used on audiences or a diverse range of performance, it is believed that these two must be correctly balanced in order for the consumer’s attention to be grasped and exploited.
Two-time Academy Award-winning film director Quentin Tarantino, alongside fellow Oscar-winning actor Leonardo Di Caprio, depict such a style in Django Unchained, that allowed the audience to be captivated into the storyline. When protagonist Django (Jamie Foxx) and friend Dr. Shulz (Christoph Waltz) are divulging in a modern marketers situation, attempting to buy an item off Monsieur Calvin Candie (Leonardo Di Caprio), the audience is treated to an insight into how Candie *consumer* transitions from being merely curious to a state of attention.
*apologies for the language, both the Czech and the profanity…
Similar to digital marketing, the decision makers and interested parties must find a way to do more than just grab the interest of the consumer but obtain the attention of the user to the extent where an action will be made and value will be created.
In an article recently appearing on Mashable by journalist Patrick Kulp, It is now understood that in the online advertisement world, Google and Facebook, who were once the big and only players, are now threatened immensely by Amazon. “While Amazon’s ads currently comprise less than two percent of the digital market”, Kulp writes, “its most recent earnings release last month revealed that ad revenue grew the most of any part of the company for the quarter — a 60-percent jump from the same period in 2016.”
You can read this article here —> http://mashable.com/2017/03/04/amazon-wpp-martin-sorrell-amazon/#eaG3Svu9hOqC
Scary stuff for the big players…but why is this the case? Because consumers of Google and Facebook are not necessarily utilising that platform for purchasers, where Amazon customers are.
This signifies how digital marketers who have already captivated the attention of the consumer, are in a far better position to keep utilising the business of their consumer, rather than continuing to try and grab the attention of an audience who is merely curious. Over the next 10 weeks, I will be attempting to explore different examples where digital marketing has been used as a tool of transitioning consumers from curiosity to attention.
Once you have finished reading this blog post- don’t worry about reading blogs posts in a certain order- feel free to browse any headline or photo that may interest you.
I hope you enjoy the blog and appreciate the angle I am coming from, and please if you have any comments or suggestions, feel free to send them to me or comment below.