You’ll know what selective attention is all about if you’ve ever watched that video where you’re tasked to count ball passes and, whilst you're immersed in that cognitive exercise, a dancing gorilla 🦍 floats in and out of frame completely unnoticed.
This is the same thing happening to our ads. The majority of people walking (or scrolling) past our ad are engaged in a phone convo, ruminating about a personal problem or thinking about where they’re headed. Not everyone who noticed the ad are relevant buyers and the rest might think it's a great idea but then get distracted afterwards and forget about it.
The noisier life is, the less we notice. The harder life is, the less we notice. The more consumed or distracted we are, the less we notice. Welcome to 2022.
All great advertising and comms are focused on overcoming selective attention. The right kind of research upfront can help you:
Great research helps you identify HOW customers wish to be transformed and WHY they choose different products that help them.Read more
The majority of brands today are still missing a clearly defined customer strategy. Leaving huge opportunities to gain a leg-up on the competition. Let’s start now.Read more