"In marketing, attention isn't just a metric, it's the most valuable form of currency. As automation, algorithms, and optimization take center stage, many brands risk losing the very thing that drives growth: human connection. Emotion is the engine behind sustainable brand momentum. Marketers must start designing not just for performance, but for presence. Every strategist knows that feeling: the room is full of energy, the deck is airtight, the insights are sharp."
"As marketers, we plan for efficiency, performance, and precision. But the thing that makes people notice and care can't be automated. It's attention. In a world where it's sometimes reported that people see over 10,000 brand messages daily, exposure has become the baseline. The challenge is being noticed, and more importantly, being remembered. The exposure trap For years, marketers have leaned on impressions, reach, and CPMs (cost per thousand). But those are table stakes, proof that we showed up, but not that anyone cared."
Attention is framed as the most valuable marketing currency and cannot be fully captured by automation, algorithms, or optimization. Human connection and emotion drive sustainable brand momentum and must be prioritized alongside performance. Exposure and impressions are baseline metrics but do not indicate that audiences cared. Research shows high-attention ad impressions produce substantially higher conversion and lower cost per action, and multiple short attentive experiences build awareness while sustained attention drives consideration, preference, and action. Attention measurement methods and creative testing matter for validity. Gravity's F.A.B. framework—fame, admiration, belief—aims to build attention systems rather than chase vanity metrics.
Read at The Drum
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