The first step for advertising to work is to grab the attention of the audience. It totally makes sense, doesn’t it? The whole effort of advertising will be useless if no one pays attention to what you have to say!
Then, after grabbing the attention, it should persuade the audience to take a specific action. But for it to be persuasive, it should be informative. So good advertising not only attracts attention, but also is persuasive.
Let’s not start with CDJ straight away (yup, you’re right! That’s Consumer Decision Journey). Instead, think about the Internet and how it has changed so many aspects of our lives! Here, I’ll focus on the way we communicate – and not just on a personal level!
Back in Time
I know what you’re thinking! What on earth is Attention Economy? Okay, we’ll get to that, but first, let’s go back in time a little…
Do you remember the pre-Internet era!? If you do, you probably remember that the information we were exposed to was limited to a few TV channels, some newspapers, and a couple of magazines. But even this volume of information was huge if you take the comparison further back in time. Continue reading