The Struggle to Stand Out in the Competitive “Attention Economy”
The phrase “attention economy” was first used in 1971 by a psychologist and economist, Herbert A. Simon. He insightfully wrote that “a wealth of information creates a poverty of attention,” and this principle could not be truer today. With organizations in all industries across the world investing heavily in advertising, it is harder than ever for your brand to stand out. The challenge of being memorable and top of mind when your target audience is ready to make their purchase is even greater.
In 2024, global ad spending is only expected to increase. Market research from Magna Global ad agency predicts that the global net advertising revenue (NAR) will reach $914 billion from $853 billion in 2023 (+7.2%). A significant portion of spending and growth in 2023 came from digital media, including social media, search/commerce, and short form pure play videos (see chart below). This reinforces the importance of having an intentional and strategic approach to digital marketing.
TSRM’s Strategy for Digital Marketing Success
At TSRM Group, we aim to continuously adapt our practices to address the most pressing, relevant trends and challenges that our clients face. Currently, we find that clients are experiencing difficulty with creating meaningful engagement with their target audiences. As the research above shows, there is intense competition for any singular organization to stand out with its advertising.
Our evolved approach to achieve the ROI on marketing investments that our clients look for is planning integrated campaigns rather than executing one-off initiatives. We join marketing efforts with sales follow-up to nurture leads and ensure multiple touchpoints with potential interested parties. Even if we are consulting on just one aspect of marketing—such as digital marketing—we weave together multiple components to create an integrated strategy that will create a lasting and repeated impact on target audiences.
An Exemplary Example of Integrated Digital Marketing
One of the clients that we have worked closely with to execute an integrated digital marketing strategy is CNI Sales. CNI Sales is a family-owned, greater Philadelphia-based networking and security provider serving customers throughout the Northeast. We recently collaborated with them to revamp their website and began engaged in ongoing blog and social media content development. Altogether, these projects reimagine how customers find out about, engage with, and receive self-serve information about CNI.
Diana Kirk, Marketing Manager/Sales Support at CNI, reflected on her experience: “TSRM Group acts like an extension of our team. They know how to adapt to a client’s voice and know the technology space so well. Using TSRM for our website refresh has been seamless as they are so responsive, elevated our brand, and allowed for true collaboration between our team and their team.”
We are so grateful for the opportunity to work with the amazing CNI team and showcase this extraordinary example of integrated digital marketing.
Website
We wanted to not only deliver a modern, aesthetically pleasing website but also an improved user experience. This included a more intuitive navigation and detailed information highlighting CNI’s impressive array of solutions and services. We mapped out new pages; drafted corresponding content integrating CNI’s defining values; and created updated modules and functionalities. We had the special privilege of helping to showcase and promote the company’s 30th anniversary which will be an ongoing celebration throughout 2024.
The new site encourages engagement and exploration for visitors and provides pertinent information wherever the audience comes from—search, social media, referrals, etc.
Explore the website in more detail here.
Thought Leadership Blog Posts
We also execute thought leadership blog posts that reflect CNI’s deep expertise in networking, security, and other key technology areas. The series provides a platform for the team to share knowledge and updates with their followers and potential customers. An additional benefit is that it directs traffic to other pages on the website and encourages viewers to learn more about CNI.
In January, CNI published a blog about their 30th year in business: Letter to Our CNI Community: Celebrating 30 Years of Success – CNI Sales (cnisalesinc.com).
Social Media Posts
The thought leadership blogs are paired with social media posts that provide a preview of the topic and content to be discussed. They can be set up as paid advertisements to garner wider exposure, in turn, pushing more people to the blog post and website.
This was the social media post shared in conjunction with CNI’s January blog post:
Other Marketing Content
In the past, we also created a case study highlighting authentic customer feedback in video and written formats. Marywood University shared information about their use case and the design/implementation process of working with CNI. See the video case study here.
High-quality, relevant digital assets like these ensure audiences have an engaging, informative experience once they are on the website. It encourages them to spend more time learning about the organization and considering if the solutions/services are a potential fit for their business.
Summary
Each of the individual digital marketing components works together to magnify the results of the others. They drive more traffic to each other and the website, creating a positive cycle of exposure and engagement. The ultimate goal is for these integrated advances to deliver satisfactory ROI in the current age where people’s attention is limited and distractions are everywhere.
If your organization is looking to improve or try something new with your marketing strategy, contact us and schedule a 20-minute consultation today.
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