IT’S BETTER TO FOCUS ON ATTENTION THAN AUDIENCE.

To think about it, having an audience means that you have people that are waiting for you to communicate so that they can engage with what you are saying. Having an audience made sense back in the days when we had TV shows that were playing at a certain time and we could not wait to see them and engage with the story lines.

Having an audience creates a sense of importance and being wanted, that your brand is so good that there are people waiting to engage with you. You market to people, and as we know in the current age, as people we are always doing multiple things at the same time with diluted attention. So while it makes sense in the presentations and in the office, the audience is actually not there waiting for you. There is no audience for your campaign or your brand message.

You are in the attention game, which is get people’s attention and actually show them why they should give your brand a chance to engage with the brand message that you are putting out. If the brand message is interesting enough, then some people will want to engage with you. When they do engage with you, you must ensure that your customer service team is well equipped to handle the different queries and will ensure that your customers get the attention that they deserve.