Аttention Economy. Monitoring 24/7

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We drift through a daily stream of news, spend hours scrolling through social media feeds, and when we close another website, we immediately forget what we have seen or read. We move quickly from one piece of information to the next, feeling the difficulty of focusing our attention on one task. The customer journey is often just as chaotic and unpredictable. How do you track their response? Which online marketplace or platform is bringing you the most orders? Why have targeted mailings failed? The answer to these questions lies in attention.

The audience’s attention span is very short. Just 2 seconds! The challenge for businesses is to keep the user in that brief moment. In the world of content temptation, with the development of the mobile internet and social networks, it is not easy to stand out in a sea of information noise. By any means necessary. Like clickbait or screaming headlines.

A bit of theory

Economics is the science of allocating and using limited resources. Attention is an intangible concept. It is difficult to qualitatively assess and empirically measure in economics. Although attention is theoretically unquantifiable, it is possible to calculate its value based on how much time we spend on certain things. The term “attention economics” was coined by the psychologist, economist and Nobel laureate Herbert A. Simon. He argued that attention is “the bottleneck of human thought” and that “an abundance of information breeds a poverty of attention”.

Emotions and emotional response

Emotions play a hidden role in consumer behaviour. They help the brain choose which sensory information to pay attention to, how to process it and what other data to use when choosing products or making decisions. Ads that evoke an emotional response in relevant content are 40% more likely to be remembered.

Analysing emotions allows you to

Adapt business processes
improve the product
change service processes
adapt sales strategies
test new ideas
Tracking feedback

Experiences attract attention

Customers share their positive or negative experiences with brands, describing their impressions of a brand’s products or services, posting comments on social media, sharing stories on forums, platforms and websites. Such posts provide a ‘snapshot’ of the customer experience.

Awareness and emotional connection

Sales triggers are stimuli that evoke emotions (greed, anger, joy, fear, surprise, desire). To avoid spreading your efforts and resources thinly, it is important to clearly understand the needs of your target audience. Stelvel Ltd draws your attention to the benefits of segmenting your target audience based on demographic data. Analyse the queries that bring people to your site, the results of contextual advertising? Study your visitors, their habits, age and interests. Take into account: demographics (age, gender, location, education), behavioural factors (time on site, time spent on site), psychological data (queries entered by the user).

This approach helps to develop the right sales and promotion strategy for a business (e-commerce site or online shop). Personalisation is one of the best ways to capture fleeting attention.

Attention Marketing

How many people visit your website every day? The greater the reach of your target audience, the more impressions your online store pages will receive. Contextual and targeted advertising, as well as pay-per-click and retargeting, provide maximum reach. Contextual ads are 87% more likely to be viewed, with an average viewing time of 3.2 seconds – more than any other format. Contextual ads on social media attract three times more attention than traditional formats.

How do you get noticed and sell more?

Businesses are driven by the needs of the market, it dictates trends. Most online shops are created for a specific audience or niche. How do you capture the attention of the recipient and keep it for at least a little while?

Stelvel conducts market research for its partners in the early stages of their business development. We not only study the competitive environment, but also the emotional response of consumers to new and existing product groups. Stelvel Ltd offers a comprehensive approach to capturing attention through

Loyalty programmes: