The Social Customer Manifesto blog has a great discussion of how businesses must work to get customers' attention. Christopher Carfi breaks down the millions of words written on this subject to a simple equation:
People's attention spans haven't really decreased. Rather, they have more things competing for a share of their limited time. So when we want a customer's attention, we're really just asking for some of their time. Carfi has suggestions on how to convince consumers to invest that time with us:
- Provide real value (in the form of information or insight)
- Provide content that is creative and/or entertaining
- Provide a venue and the opportunity for prospective customers to connect with others who have similar views or needs
We've recently had some discussions about a better name for this division than "Learfield Creative." The word "active" seems to be a front-runner (but if you wait 10 minutes, that's likely to change). I personally like the name Learfield Active Communication, because it speaks to the form of communication we're providing. This is not a one-way street. It is an effort to actively seek out what the audience wants, and give it to them. Engaging the audience is the only way to win a time investment. And a time investment is the only thing that ultimately will lead to a monetary investment.