Strategic Marketing Approaches to Enhance Corporate Attractiveness in the Attention Economy

Huifeng Yin
University of Bristol , Beacon House, Queens Road, Bristol

DOI:https://doi.org/10.5912/jcb1868

Abstract:

Nowadays, marketers are facing daunting challenges in order to capture the attention of distracted customers. In the era of instant gratification and ad numbness brought on by the digital revolution, it is getting harder to capture a consumer's attention, which indicates that the customers have entered the era of an attention economy. In order for an organization to stand out, they should not only provide exceptional products or services but also attract and retain the right type of attention in the midst of a sea of countless other organizations. However, traditional marketing is inefficient to solve these issues, therefore a new economical marketing strategy must be considered in order to achieve today’s customer attention. Hence, the aim of this report is to suggest marketing strategies that can increase the attractiveness of a company in the attention economy. The paper will carry out a secondary research method and will collate the literature and summarize the views. The paper will also consider the case of Red Bull for supplementary analysis. The findings conclude that marketing automation platform can help to achieve the customer attention. Moreover, the findings also show that building brand loyalty can help to build a meaningful relationship with the customers. It also indicates to use KYC concept in order to understand the customers and their potential needs. Moreover, from the marketer’s perspective, the marketers shall put themselves through the same experience as the user in order to avoid the issue of the curse of knowledge. It was suggested to utilize layman’s language to promote the product so that customers can easily understand the product.