September 04, 2015

The battle for attention in a digital world

By Abbie Baisden Global Content Manager

Abbie Baisden

Abbie Baisden

Global Content Manager

"companies are now facing a three-second audition in an increasingly fragmented, multimedia landscape."

Lindsay Pattison, Maxus Global CEO and Ricky Chanana,Maxus Australia National Digital & Trading Director have both been discussing the increasing amount of time we all spend online this week, but from very different perspectives.

Lindsay, writing for the World Economic Forum, focussed on how brands can stay relevant in a world where the average person’s attention span has fallen from 12 to 8 seconds since the start of the ‘mobile revolution’ some 15 years ago.

As we become more accustomed to short snippets of information and flitting between media messages, brands struggle to create content that’s brief yet impactful. As Lindsay puts it; “companies are now facing a three-second audition in an increasingly fragmented, multimedia landscape”.

But not only this, the consumers’ appetites for quality long-form content such as original dramas are also on the rise, and stand to create communal experiences that can be shared across social networks – think Game of Thrones and Netflix series releases. Viewers aren’t afraid to immerse themselves in longer content if they know that what they’re getting is going to be a valuable experience for them, and with that comes fantastic opportunities for brands to build relationships with their audience by learning what they want to see.

It certainly seems to be working, as our young gun Ricky Chanana of Maxus Australia blogged this week about his struggles with Nomophobia – the fear of being out of mobile contact – which 66% of us are said to suffer from.

Identifying and accepting his addiction to his smartphone, and labelling them the ‘scourge of modern society’ Ricky still shows no remorse in succumbing to their digital charms, “it’s too late in the game to do anything about it. If you’re not addicted, you’re missing out.”

Until Ricky and the rest of the world fall out of love with having all the information in the world at their fingertips, brands need to keep adapting to their audiences wants and needs. And although it may seem like an impossible task, it sure is going to be an exciting one.

You can read Lindsay’s full blog on the World Economic Forum, and Ricky’s on Mumbrella.