Share of attention couldn’t have been more important today in the age of mobility. Share of mind, share of voice, share of wallet, while still relevant, won’t work unless marketers have a share of attention. All of our consumers’ attention is on their mobile devices. More so in China than in any other nation, as China is the largest wireless nation on earth, with mobile subscription penetration at 91 per cent.
The Chinese are an amazing bunch of multi-taskers. Most people admit to checking their phones or tablets and tapping on different apps while doing other things: decorating photos while at a meal with someone else; using the GPS or Baidu map function while driving; reading news on Netease while watching TV; chatting on WeChat while in meetings; watching Youku dramas on the toilet seat.
A study I read stated that we check our mobile devices every six minutes and on average 150 times a day. Because of the lack of an attention span, people are demanding a different type of relationship from brands, one where they are in the driver’s seat to determine the level of access to them and type of interactions with them. Our consumers expect more from marketers, who need to move from being campaign focused to consumer focused. Mobile interactions need to be ‘KISS’ (keep it short and simple). They expect us to know them, find them, woo them, and surprise them.
What should marketers do? Most mobile advertising is a turn-off for Chinese consumers and is seen as too intrusive and irelevant. So, the answer is simple. Give consumers what they seek from their mobile devices. Talk to them as they talk to their mobile devices. Like in a courtship.
Nishtha Mehta is consulting partner and head of mobile capability at PHD China
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