Posted by Teri Sun

According to Google, 57% of the time when we’re using a smartphone, we’re using another device. And Forbes reports that when people watch TV while working on their computer, they typically spend no longer than 5 seconds on a particular screen before shifting their focus to the other.

This device ADD is only compounded by the clutter of marketing messages and content that we’re bombarded with on a daily basis. According to The Attention Deficit Disorder Association (ADDA), “being disorganized…makes it harder to focus, make decisions and think clearly.” This raises serious challenges for marketers trying to make an emotional connection with their audience – and even more challenges for those in the B2B space with complex messages that require an audience’s full attention.

If I’ve kept your attention long enough, consider these 3 strategies for addressing device ADD in your own marketing efforts:

Capitalize on the distraction

Adobe summed up this method of treatment nicely in their Super Bowl spot this past weekend. They’re encouraging marketers to think cross-channel and target audiences across the multiple devices they might be using at any given time. For example, you may recall how Oreo successfully tapped into Twitter-typing fans during last year’s Super Bowl with a timely blackout ad.

Minimize the distractions

With this method of treatment, you can reduce the number of distractions by making multiple devices part of the your overall experience. Symantec’s Enjoy Your Privacy campaign prompts you to enter a code into your phone to navigate the site. But it’s more than just about using your phone for what you could otherwise do with your mouse. They thoughtfully deliver a unique experience on both devices for a chilling message that information and apps on your mobile device are more vulnerable than you think. 

Be the distraction

ADD symptoms are often treated with medications that increase a person's dopamine levels. You know, that euphoric chemical that makes you feel good. But why would you want to make someone with ADD more excited? Studies show that dopamine actually plays an essential role in a person’s ability to make decisions. By tapping into human psychological motivators with game mechanics, marketers can create their own little rush of dopamine. To learn about gamification strategies that span B2B and B2C, download our eBook.

Today’s marketers must focus as much energy capturing someone’s attention as they do keeping their attention. But accomplishing that in a multi-device world can give us all a case of ADD. The trick to not getting overwhelmed and loosing your own focus is to start with a sound understanding of what motivates your audience on a personal level. But that’s another discussion that you probably don’t have the attention for right now, so you can bookmark our blog on B2Me marketing and come back to it later.

Topics: Strategy, Creative, B2B, Addictive Experience