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The modern consumers are less receptive to advertisements. There are so many brands, and yet, so little time. As consumers become busier, the attention for brands and ads also become scarcer. This cultural wave calls marketers and advertisers to examine their old practices and beliefs.

The way consumers perceive and process advertisements changed, and brand promoters need to adapt to this fact. The impending mistakes will be painful and costly if the effects that ad saturation, clutter, and malpractice will be ignored. Marketers must evolve as consumers do.

The success of campaigns depends greatly on the marketer’s ability to adjust to present situation. Marketers must put more importance to the quality of attention that can be acquired more than the quantity that can be received. This work-around solution will alleviate the effects advertising clutter and attention-scarcity from consumers.

The attention of marketers must be directed to the issues that need to be confronted. Four interrelated principles must be advocated in order receive authentic attention:

1. Attention is a reward. It’s a privilege to the brands that stand out. Unique and clever advertisers receive this prize. Authentic attention is a medal of distinction for advertisers who don’t interrupt, deceive, and insist. Consumers pay attention via reward system; brands that are informative and entertaining get rewarded the most.

2. More touch points results to more attention. Repetition rarely changes the mind of a jaded consumer. Advertisers must stay away from traditional media and explore target-specific touch points in reaching out. Diversifying the media portfolio will allow advertisers to address niches instead of mass markets.

3. Less clutter earns more mind share. Advertising in cluttered environments can compromise results. Advertisers who want to carve a niche must stay away competition and distractions to give the message and brand presence more distinction. By out thinking advertisers instead of outspending, many clutter-free media and attention-rich techniques are just waiting to be explored.

4. Connection is better than impression. Receiving a high quality of attention makes all the difference. A brand only gets a chance to communicate when a prospect pays attention. By being creative and strategic, advertisers can be in the right place, time, and condition that a target consumer is ready to pay attention. Advertisers must establish physical and connections with communities to drive word-of-mouth.

Successful marketing and advertising efforts starts with understanding how specific consumers pay authentic attention. Cliches rarely work in the age of individuality, and so does mass marketing. Modern marketing requires attention to niche and quality, and reach and frequency. Marketers must think as smart as the modern consumers.

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