Hank Barnes

A member of the Gartner Blog Network

Hank Barnes
Research Director
1 years at Gartner
25 years IT Industry

Hank Barnes provides research and advisory services on go-to-market strategies for technology providers. He focuses on issues related to product marketing, positioning and customer experience. Read Full Bio

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Think Progressive Engagement to Fight Short Attention Spans

by Hank Barnes  |  February 27, 2013  |  Comments Off

Update (July 24, 2013): I spoke to Sam Greengard, a writer for CMO.com, about progressive engagement for this excellent article that is well worth a read.  Includes additional research from others on the drivers of distraction.

We are now living in an era of total information and sensory overload. It is possible to find anything  on the Internet, but that can also be like finding a needle in a haystack.  Additionally, multi-tasking is the norm with figures showing the number of people using Smartphones and Tablets while watching TV rising at rapid rates.  The same would probably be true at sporting events (although my local venue, PNC Arena where I go to watch Carolina Hurricanes hockey, does not allow tablets for some unspecified reason).   Multi-tasking and information switching is the norm today.

Woman distracted by phone while shopping

While we have all heard about search engine optimization, I don’t think that is the key capability for this era.  It is a tactic, that needs to be supported by a higher level strategy.

That strategy is Progressive Engagement.  And its a must for technology marketing today.

The idea is simple, rather than try to tell a whole story, or everything that matters, about your products or services, tell it in bite size chunks that are interesting.

Focus on one key point that is short and easy to digest.  Your goal–get the viewer to think, “Tell me more.”   As you capture more of their attention, you can provide more detail and depth.  But do it to quickly or you risk losing them to other stimuli.

As you design programs, messaging, and collateral, think Progressive Engagement.  Put yourself in the mind of a distracted, multi-tasking viewer.  Find ways to capture a moment of focused attention and leverage that to earn more of their time and focus. 

By thinking and using progressive engagement, you’ll be more likely to stand out in the crowd.

 

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