Whether it’s as simple as a handwritten sign reading “Lemonade Stand,” or as complex as a Super Bowl commercial, attention marketing can be reduced to winning the gaze of the prospect. This challenge isn’t an easy one. It’s estimated the average consumer will see anywhere from 4,000 to 10,000 advertisements daily. That number will only increase as millennials and Gen Z, the most digitally engaged, continue to increase their purchasing power.
This battle for the mind has been heightened by the sheer quantity of options at customers’ fingertips. The moment one brand leaves the peripheral, another is sure to take its spot. The prevalence of digital marketing tactics has led online consumers to accept the abundance of digital advertisements as a part of daily life.
Now, the question brands face isn’t just about getting the prospects’ attention. In fact, studies show that is the easier part. Ad receptivity has continued to rise for digital generations, with 34% of Gen Z and millennial consumers admitting their tolerance to online ads and 56% admitting they find online marketing content interesting.
While digital marketing has its advantages, it also presents significant challenges. The latest obstacle in effective attention marketing is not merely capturing attention but sustaining it in an increasingly crowded marketplace, with more brands competing for consumer focus.
Attention is Kept with TRUST
To maximize the potential of digital and social media marketing, we must first identify and address their weakest areas. Despite a rise in tolerance, trust in marketing has consistently stayed low, with just 22% of younger and 12% of older generations claiming to trust social media advertisements. Given concerns with online fraud and misinformation, consumers are more likely to approach all digital advertisements with caution.
While most brands will lose the attention of the prospect shortly after a competitor presents itself, those that can successfully establish consumer trust will have a stronger advantage in maintaining long-term attention. Take the following brands as successful examples of digital marketing today: Dunkin’, Apple, and Duolingo. All three brands take advantage of a trusted trait that sets them apart from competitors in the digital space. Consumers trust Dunkin’ to always provide low-price coffee, Apple to always release the most advanced technology, and Duolingo to always encourage learning.
By both taking advantage of digital generations’ tendency to be interested in engaging content, and tackling the barrier of advertising trust, these companies have enjoyed lasting attention in their digital marketing efforts. Dunkin’ and Duolingo see 3.3 million and 13.3 million TikTok followers respectively, with upwards of tens of millions of users watching their organic content posted on the platform.
Dunkin’ receives thousands of daily post interactions around its meal deals and regular promotions. Apple’s livestreamed product announcements have become popular and exciting events for tech enthusiasts and buyers alike. While Duo, the beloved owl mascot of Duolingo, has earned celebrity status of his own, performing dances and showing up at concerts for his TikTok profile.
But that might leave you with an even bigger concern. A brand can’t simply rely on top-of-mind platforms and trends. Rather, attention marketing tactics like those employed with brands like Dunkin’, Apple, and Duolingo didn’t create trust out of nothing. It was earned.
Positioning is the Key to Trust
Trust isn’t earned by randomly tossing out marketing ideas, hoping one will resonate. In fact, this kind of approach is exactly why consumers have such little confidence in digital advertisements today. Trying a mixed bag of options all to “go viral” on social media fails to build trust and will most likely be forgotten.
There is one common factor between Dunkin’, Apple, and Duolingo that you likely already know, perhaps subconsciously. Ultimately, these brands earned trust because consumers inherently understand — and believe — in their positions. Effective positioning breaks the barriers of hesitance and fatigue. It uses an approach that’s natural to the brand it’s promoting, leaving an authentic feel that digital generations can’t resist.
Positioning strategy is all about owning a distinct and meaningful difference in the prospect’s mind that sets you apart from the competition. Your position is the foundation of your brand identity. Whether it’s through digital marketing, the customer experience, creative campaigns, or any other aspect of your marketing strategy, your position explains why customers should trust you over the competition in your category.
Returning to some of our earlier brands, we can match up their positions with what we trust about their digital marketing. Dunkin’s position is everyday affordable coffee. Consumers trust when Dunkin’ advertises its interactive rewards program and afternoon iced coffee happy hours that it’s sticking with its position. Similarly, Apple stands with its position as the leading innovator in technology. After experiencing the enhanced connectivity between devices, yearly iPhone model launches, and frequent feature updates, consumers come to trust Apple products as the latest and greatest after seeing a stunning “Shot by an iPhone” ad campaign. Even Duolingo has mastered a position in fun learning through its mascot Duo the owl, a beloved TikTok icon who invites fun in learning.
This brings us back to our primary focus of keeping the prospect’s attention in the digital marketing sphere. The best way for brands to remain top of mind isn’t necessarily to dish out big checks on ad spots, or to try their luck at every viral trend. Rather, the key to keeping consumers interested is earning their trust by owning your meaningful difference with positioning strategy.