The Quest for Attention in Marketing

A Discussion with Carlo Colpo from Lavazza

FREE

In a world where consumers are constantly bombarded with information, capturing and sustaining their attention has become more challenging than ever. This battle for public focus is reshaping the way brands communicate and being informed is the only way to adapt. In September 2024, we hosted a webinar with Carlo Colpo, the Marketing Communications Director and Brand Director of Lavazza. With his years long experience as marketing manager for Fiat Chrysler Automobiles before he joined Lavazza, we unpacked the importance of attention in today’s market and discussed how this macrotrend will shape the future of marketing.

Key Insights
What’s inside

In the attention economy, attention is a limited resource. With an overwhelming amount of content and stimuli competing for consumers' focus, capturing and retaining their attention requires highly engaging, relevant, and well-targeted messaging. Brands must create standout experiences that resonate with their audience to break through the noise.
Personalized content significantly enhances engagement by aligning with the specific interests and needs of individuals. By leveraging data and insights to tailor messages, brands can increase the likelihood of capturing attention and fostering a deeper connection with their audience.
Digital platforms and their algorithms play a crucial role in the attention economy by determining what content is seen and how frequently. Understanding these mechanisms allows brands to optimize their content strategies and leverage platform features to maximize visibility and engagement.

Consumer insights into 3 key trends in the Attention Economy
Statistics and data from the Nextatlas platform under the "Big Picture" section, where we identify major macro trends that are central to consumer behavior and attitudes