Opportunity in distraction: Gaining the attention of the preoccupied shopper

This article offers advice for brands who wish to reach multi-tasking shoppers, arguing that shoppper strategy must merge with other communications strategies so that a brand can speak with one voice across every channel.

Opportunity in distraction: Gaining the attention of the preoccupied shopper

Lou Spadaro Starcom Mediavest Group

In the frenzied, 'always-on' digital world, marketers need to work harder to understand consumers and their multitasking habits. Connecting emotionally, at the right time and place, and across multiple channels, will help gain the coveted attention o