In today’s attention-economy, many businesses, brands and entrepreneurs equate gaining attention with effective marketing. But is it really the same? I’ll argue it’s not.
Marketing isn’t just about capturing attention—it’s about communicating value. While attention might get you noticed, it doesn’t guarantee the customer sees what’s in it for them (WIIFM). Effective marketing bridges that gap, showing how your product/service solves a problem uniquely or better than competitors. Attention alone doesn’t check those boxes—it’s a tool, not the strategy.
To cut through the noise, you should focus on value-driven communication. Prioritize understanding your audience’s needs, the channels that produce the greatest engagement and their buying journey. For example, if your audience responds to email over social media, refine your email campaigns instead of chasing viral trends.
Marketing should guide customers through the AIDA model: Awareness, Interest, Desire, and Action. Build campaigns that align with each stage. Attention-grabbing ads are great for awareness, but don’t stop there—string the ads to tactics that spark interest, stimulate desire and spur action.
The moral of the story is: don’t get gassed up by attention when marketing is the engine that drives conversions. Focus on value and watch attention follow naturally.