The idea for Attention Seekers was borne out of inspiration. Inspiration from working on the front lines with social audiences in gaming, music, sport, politics and culture.
And it was borne from frustration. Frustration with the old way. The easy solutions and safe ideas that put the brand first and the audience second.
We know audiences are constantly changing. They move faster than marketing. Modern digital marketing practices are traditionally slow to evolve, and are often 12-24 months behind audience behaviour. Audiences have become increasingly disengaged with brands serving repetitive content on their channels, buying ‘attention’ on Google and Facebook.
It’s time for that to change, time for brands to acknowledge that a one-size-fits-all marketing strategy no longer works. Instead, they need to listen to audience needs, learn what content excites them and how best to serve it to them.
This is a new strategy; a new approach; one that looks to solve these issues whilst allowing brands to achieve cut-through online. We call it decentralised content marketing.