Consumers today have shorter attention spans, which is a major challenge because the amount of communication delivered is higher than ever. Through all this “noise in communication”, consumers have become very selective in the messages they see and absorb. This selection is made subconsciously in a fraction of a second and is driven by emotion. New technologies and the proliferation of channels are now profoundly changing the way consumers interact with communications and brands. To interrupt this selection process, emotional triggers must be used in the content.
By Marcos Terenzio
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