From the beginning of time to 2003, humanity created around 5bn gigabytes of digitally stored information, including books, movies, music, e-mails, PowerPoint presentations and photos. Today, we create the same amount of content every 10 minutes. To survive and maybe even prosper in this fast-paced information ecosystem, we are having to learn to ration and control our attention. In fact, attention is now perhaps the most valuable resource an individual has – and it grows increasingly valuable the more content processing demands are placed on it. The true art of capturing and holding attention is understanding how to be strategically and practically creative in their use. Here are some principles that we have found useful: 1. Co-create, collaborate and blur the lines Many of the best mobile campaigns involve co-creation between a brand (or brands), prominent personalities and a community. A great example of this is 2016's VW Polo Beats By Dr Dre campaign – the VW Polo now comes with...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.