‘Understanding total attention is your competitive advantage’: New Amplify Intelligence research
New research from Amplified Intelligence and Pinterest has revealed that the key to successful consumer attention is an often overlooked metric – ‘total attention’.
The research studied how consumer attention patterns impact marketing results, and found that while brands often focus on breaking through the clutter to earn ‘active attention’, passive strategies are just as important and more efficient, driving 6.7% more attentive seconds per dollar.
“Our world is full of distractions, from phone notifications and deliveries, to dogs barking in the background of a conference call. These distractions pull people away from their main focus, and fight for our attention,” said Stacy Malone, VP of global business marketing at Pinterest.
