Attention crisis, over-solicitation: how can companies still capture the consumer? / Abigail CHAUDIER / 2022

Titre : Attention crisis, over-solicitation: how can companies still capture the consumer? Type de document : Mémoire Auteurs : Abigail CHAUDIER, Auteur Année de publication : 2022 Importance : 44 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management MARKETING STRATEGIQUE ; ANALYSE DES DONNEES ; BASE DE DONNEES ; CLIENT Résumé : With the rise of digital tools, we have moved from an era of scarcity to one of abundance, even superabundance. This transition has an impact on our entire society. First of all, it disrupts the functioning of markets by adding a rare resource on the demand side: attention. It is now a rare pearl that can be bought and sold. There is now an economy of attention. Companies have to fight for a place in the market and to be seen. Indeed, in an attention economy, the over-solicitation of consumers makes it more difficult to get their attention. The problem is that competition is increasing and marketing demands are growing exponentially, while the attention we can devote to these demands, as human beings, is not changing: our brains have evolved in such a way that our capacities cannot be increased tenfold. Consumers have a limited attention span and are therefore obliged to choose the stimuli to which they pay attention. In addition to the problem of consumers' limited attention span, companies also face the problem of their lack of trust. Indeed, only 47% of consumers trust advertising campaigns (Nielsen Institute, 2009). The challenge is therefore to produce marketing campaigns that not only succeed in reaching the desired target but above all that capture the attention of a maximum number of targeted people. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572741