Saturday, August 25, 2007


Wondering why most everybody ignores your ads?
Then make sure to read the newest article from David Carrabis on iMediaconnection.

He explains that whatever gets our attention doesn't get our attention until the brain lets it.

"The brain-mind system doesn't understand media rich environments so it translates these environments into what it does understand: walking in the forest. It's been good at walking in forests for millions of years, and to the brain, a media rich environment has similar qualities. The brain essentially decides it knows how to deal with what's going on and sends the mind a "Don't worry, I've got a lock on this. You can relax," signal.

What the brain-mind does understand via this translation is known in neuroscience as multi-modal environments. It is this recognition of the multi-modal environment that allows the brain-mind system to force a different allocation of buffer storage in media rich environments. This translation to multi-modal means you can make one of those cross sensory-attention systems send a message that will be recognized as important, specifically, important enough for the mind to take it as meaningful in the current situation and focus attention on it.

People in our offices and clients are often amused that I'll raise my hand in the middle of a discussion in order to be heard. In business meetings where everyone's attention is focused on the presenter or a slide, I'll sotto vocé something and everyone will turn to me, "What was that, Joseph?" There are lots of tricks along these lines that effectively tweak the multi-modal recognition filters to pass information through the buffer system to get the mind's attention.

And there's more. People aren't irritated when I wave my hand or whisper something. Quite the opposite, usually. Tension leaves. This is because the multi-modal system was designed to keep us safe and alive. Waving my hand and whispering signals the cross sensory-attention systems in a non-threatening way."

And he then drafts the golden rule of marketing:

"Ask for their attention by
Getting their attention in a way they're not
Using their attention"

In a marketing world where 1% CTR are considered a success and marketers try to rationalize that DVR's and other ad-blocking techniques are just a little speed bump, the article explains why we're struggling connecting with people.

And it explains why widgets have become such an important part in the digital marketing puzzle: We don't hit consumers over the head, integrate well into their multi-model media consumption and, thereby, can influence opinions of people. Same goes for SEM.

But, as previously discussed, widgets can't be the answer for all our marketing problems.

We need to find new ways to ask for attention by getting their attention in new, innovative ways. That's why it's imperative for marketers to focus more on content creation, on developing tools that improve people's life. When marketers are integrated into the lifestyles of their target audience, they will find it easier to connect.

1 comment:

harry webber said...


There are many who would confuse bad manners with a communications breakthrough. That doesn't make it so.

The audience is ignoring us because we very seldom have anything meaningful to say to them.

Asking for attention is not demanding attention. This golden rule needs to be buffed up a bit.

Your comment on content creation by marketers shows far more insight.