"They scroll through social feeds while streaming shows, shop while texting friends, and toggle between devices dozens of times per hour. Attention is no longer a resource marketers can count on; it's a moving target. This new reality has given rise to what I call the fractional consumer: someone whose attention is split into fleeting fragments rather than sustained moments."
"A former colleague once told me, "No one has ever been confused into buying something." He was right then, and he's even more right now. The challenge today isn't just to stand out, but to stay simple enough to be understood in an instant. The Challenge: Attention Is Fragmented, Behavior Is Fluid As chief marketing officer of a national home services provider, I've seen firsthand that consumers no longer follow predictable, linear paths to purchase."
Consumer attention is fragmented across devices and platforms, creating the fractional consumer whose focus is split into fleeting fragments. Consumers jump between apps, research on one screen and buy on another, and needs shift rapidly. Competition now includes every ping, post, and platform vying for a slice of attention. Attention must be continuously re-earned because relevance can fade faster than reach. Both the quality and relevance of attention, not just its quantity, determine marketing success. Traditional campaign cycles are too slow; relevance requires continuous listening and real-time insight. Simplicity in messaging matters because confusion does not drive purchases and instant understanding increases conversion.
Read at Forbes
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