Paid Attention Buchzusammenfassung - das Wichtigste aus Paid Attention

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Zusammenfassung von Paid Attention

Name: Paid Attention
Rating: 4.2 (27 reviews)
Author: Faris Yakob

Faris Yakob

Innovative Advertising for a Digital World

4.2 (27 Bewertungen)

15 Min.

Inhaltsübersicht

Paid Attention
in 6 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 6

What’s in it for me? Discover how advertising is changing and what you can do to keep up.

On your walk to work today, how many adverts did you see? Probably hundreds: in newspapers, on billboards, mixed in with the podcast you listened to. How many of them caught your attention? Probably none.

There is a plague of adverts, and this makes it very hard for any to catch your eye. For advertisers and marketers this is proving a huge problem: the old way of advertising just doesn’t work any more.

These blinks will show you how advertising is changing to cope with these new conditions. If you work in advertising, then reading these blinks will help you keep up with a profession in flux.

In these blinks you’ll discover

why, in terms of content, we now do in two days what previously took us 10,000 years;
why Red Bull sponsored a man who jumped from outer space; and
why market research is next to useless.

Due to rapidly increasing demands on people’s attention, the traditional model of advertising just doesn’t work.

Most of us view advertising as a sophisticated industry. And although that’s true to a certain extent, it’s also worth remembering that the concept behind it is simple: advertising is ultimately about grabbing attention. If you can’t do that, you won’t be able to sell anything to anyone.

But in the modern world, this goal has become increasingly complicated due to the rapid proliferation of content. There are more demands on our attention than ever before!

As Google CEO Eric Schmidt put it, by 2010, the amount of content we created every two days was equal to the amount humanity had produced from the dawn of civilization up until 2003.

Basically, we’ve shifted from a media environment defined by scarcity to one defined by abundance. And for the advertisers, it’s incredibly hard to cut through so much competition to reach an audience.

Making things even more difficult, people’s attention spans are decreasing – which makes the competition that much fiercer.

So, what can advertisers do? For a start, they have to change their strategy from the AIDA model, which follows these four steps: “A” – attention is attracted; “I” – interest is raised; “D” – desire begins; “A” – action is taken, the product is purchased.

At every one of these steps, some people are lost, but the ones who remain will have a greater likelihood of making a purchase. In other words, traditional advertising is about buying attention from the greatest amount of people possible, at the lowest possible cost. This approach used to give marketers the best chance of funneling as many people as possible through to the end of the process.

But in the modern world, this model simply doesn’t work. Attention is just too scarce – you’ll never attract enough people to make it worthwhile.

That’s why the following blinks outline a new approach to advertising for today’s media landscape.

If you want to reach consumers, you have to create an emotionally resonant brand.

The modern consumer is overwhelmed by choice. So how does anyone decide what to buy? The truth is, most of us make purchasing decisions according to brands.

At heart, a brand is an emotional link between the customer and the company. Ultimately, brands help people build their identities around products. In other words, you are what you buy!

Instead of relying on market research, find out what your customers want by connecting with them personally.

Has a market researcher ever stopped you in the street, asking about your purchasing habits?

Although market research is an $11 billion industry in the United States, it’s actually a massive waste, because asking people what affects their shopping behavior is pointless. Most of our purchasing decisions happen on an unconscious, emotional level.

Good advertising offers customers something of value in exchange for their attention.

In earlier blinks, we’ve discussed the importance of connecting with consumers to understand their needs. Well, it’s equally important to transmit your own message to customers. In other words, good communication is at the heart of advertising.

But what does that actually entail? Some marketers approach the question of good communication from a rational framework. They believe that giving people a simple choice between two (or more) items and arguing for the advantages of their own superior product is the simplest way of effectively transmitting their message.

In today’s media landscape, authenticity and good content are crucial for successful advertising.

Surely you’ve heard this famous motto of media theory: “the medium is the message.” Hmmm...does the medium really count more than the content? Well, maybe in the past. But certainly not in today’s world.

Decades ago, it didn’t matter what your advert said – all that mattered was how it was delivered to consumers. If you had an advertising slot on one of the few TV stations, your advertising message was likely to succeed regardless of content.

As long as your advertising strategy reflects the changing media landscape, the future will be bright.

Now that we understand some of the media shifts underway, we can figure out how to develop an advertising strategy to reflect those changes.

So instead of launching huge campaigns, go for social copying instead. Even if you don’t know that exact term, you’ve seen this phenomenon in action: whenever people yell “Wassssup” at each other, they’re copying a Budweiser ad – and ultimately spreading the beer company’s message far beyond the initial audience. The big advantage of social copying? It’s much more authentic than a standard TV commercial.

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Worum geht es in Paid Attention?

How can you get people interested in your brand in an age of ad-blockers, vanishing attention spans and colossal consumer choice? Paid Attention (2015) discusses the fast-changing media landscape, and maps out strategies for success that reach beyond banner placement and pop-ups.

Bestes Zitat aus Paid Attention

Counter-intuitively, people know that they love choice but find that they hate making decisions.

—Faris Yakob

Wer Paid Attention lesen sollte

Advertising creatives and executives
Anyone interested in how digitization is changing consumption and attention
People puzzled by new concepts of communication and behavior

Über den Autor

Faris Yakob is the award-winning co-founder of Genius Steals, a global strategy and innovation consultancy. Paid Attention is his first bestselling book.

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