Brands today are locked in a battle for the consumer’s attention…and that attention is perishable.
A common mistake is to think the competition is only other brands that sell the same product or provide the same service. When, really, brands are competing also with news, weather, sports…as well as whichever celebrity is trending.
Marketing as interruption is over. Instead of buying attention, we must focus on earning the consumer’s attention.
Rather than interrupting people, the key is to intercept them...when, where and how they are most receptive to engaging with our brands.
In other words, be “on the way,” not “in the way.”
