In an attention starved world why are marketers still failing to incentivise engagement?
In an attention starved world why is our industry still failing to incentivise engagement?: If brands want more attention then the adtech ecosystem needs to incentivise engagement argues Bryan Melmed.
“The moment one gives close attention to any thing, even a blade of grass; it becomes a mysterious, awesome, indescribably magnificent world in itself.” Henry Miller
It would seem that Mr Miller has hit the nail on the head for the conundrum marketers face – how to get customers to focus on their brand?
Just how are you going to incentivise them?
* Customers don’t really care about brands
* Customers don’t want relationships with brands
* Customers don’t want to engage with brands
* Customers don’t want to join a conversation with a brand
* Customers get pissed off if you irritate them with irrelevant content marketing about your brand
“If brands want more attention they need to incentivise engagement argues Bryan Melmed.”
If I wasn’t insecurely concerned about cliche, I’d write an exclamation involving a famous fictional detective and the absence of excrement.
Please can we challenge the opiners in this section to either simply state the obvious as in the standfirst and leave it at that. Or, if they are going to expand, to do more than continue stating the obvious at length?
In my current role, I am a potential customer of many of the people who guest-write in this section, and I am still optimistic that I might learn some stuff that’s much more than common sense. That in turn may “incentivise [the] engagement’ that Bryan rightly sees as the point of all of this. I suppose I am actually engaged (even if only procrastinating), but not impressed.
Agree with commenter #1.
That ‘attention’ and ‘engagement’ are even necessary – never mind desirable or fundamental – is a wild assertion.
First commenter:
The article states that engagement should be incentivised – not that the audience should be incentivised to engage with advertising.
We should reward publishers for creating engagement – even pay on an engagement basis – and not just pay for “impressions”.