Mastering Digital Attention
Attention data shows how many digital ads are actually viewed by a real person and how long they look. Learning from the results can mean effect increases of 10-20% based on several research projects conducted by the course leader Erik Modig. Here you will learn how to optimize media, brand strategy, and ad design based on today's digital media landscape.
In this path you get:
I denna path får du:
- Orientation on why everyone is talking about attention right now.
- Understanding what is meant by the attention economy.
- Knowledge of the different metrics used to evaluate digital attention.
- Concrete tips on how to think about media planning based on attention data.
- Insights on how you may need to update your brand profile
- Guidelines on ad design.
This path is for:
Denna path passar:
For those who work in any way with digital advertising. Whether you are responsible for media buying, ad design or the whole thing, this is an important piece of the puzzle in your knowledge to achieve higher impact.
- Marketing communications manager
- Marketing manager
- Brand manager
- Digital marketing manager
- Media buying manager
Path Overview
Introduction to Attention Metrics
In the first module we go through the basics of attention metrics and start by looking at the psychology of communication. This is to understand attention in a larger context of how people are affected by ads. Then we go into more detail about attention data and what it is.
Introduction to Attention Metrics
Learn what's new about attention measurement and the implications for digital advertising.
Psychology Behind Market Communication
Learn the secrets of effective marketing communication.
Attention and Media Investments
In the second module, we dig deeper into how you need to adapt your media plan to optimize the attention data based on your needs. It's just one course and it's quite short but it's more work for you to start setting up fixation and viewing time assessments in your media plan. So more work for you. Start with the course and then create the media plan.
Choosing Digital Media Channels Based on Attention
Learn how to evaluate and optimize your media buying based on insights from attention data.
Attention and Brand Strategy
Here we go in depth about brand strategy. And in the same way as for module 2, it is easy to listen through, but it is more difficult to do the work.
So check out and then sink your teeth into your brand guidelines and see if it can be communicated in two seconds.
The Two-Second Brand
Learn how to optimize your branding efforts for short, low-attention ads.
Attention and Ad Design
Finally, we have arrived at ad design. This is where you can really increase your impact if you follow the guidelines. We start with the course that is specially designed to handle ad placements that only have about 2 seconds of fixation time.
The Two-Second Ad
Learn how to succeed with low-attention advertising.
MarCom That Grab Customers’ Attention
Learn the psychology behind communication that makes your customers unable to look away.
How to use paths
Module 1:
Introduction to Attention Metrics
For the first time since the digital era began, we have in black and white how long customers are actually looking at your ads. It can make for scary reading. Now the train is moving towards attention customization of ads and brands. The opportunities of being at the forefront are great. The risks of not doing so are greater.
Psychology Behind Market Communication
The keys to successful marketing communication lie in the mind of the customer. Suppose we can understand how the customer is affected by communication. In that case, we can also to a greater extent, figure out why certain communications are successful. In this course, you will get a review of the psychology behind communication when the course leader Erik Modig presents the Influence Matrix from his winning book Bang for the Buck.
You will gain a deeper understanding of the psychology behind effective marketing communication. You will get the vocabulary to talk and discuss different effects and concepts that are crucial for understanding why certain communications succeed or fail.
In the first module we go through the basics of attention metrics and start by looking at the psychology of communication. This is to understand attention in a larger context of how people are affected by ads. Then we go into more detail about attention data and what it is.
In the first module we go through the basics of attention metrics and start by looking at the psychology of communication. This is to understand attention in a larger context of how people are affected by ads. Then we go into more detail about attention data and what it is.
Module 2:
Attention and Media Investments
No matter how much money you spend on advertising, benefits can be gained. Firstly, analyze your existing purchases and weed out any bad placements and channels. Secondly, match the right media channel and exposure with the right ad and purpose. This way, you get more out of your advertising without spending more.
In the second module, we dig deeper into how you need to adapt your media plan to optimize the attention data based on your needs. It's just one course and it's quite short but it's more work for you to start setting up fixation and viewing time assessments in your media plan. So more work for you. Start with the course and then create the media plan.
In the second module, we dig deeper into how you need to adapt your media plan to optimize the attention data based on your needs. It's just one course and it's quite short but it's more work for you to start setting up fixation and viewing time assessments in your media plan. So more work for you. Start with the course and then create the media plan.
Module 3:
Attention and Brand Strategy
The Two-Second Brand
To succeed with short-exposure advertising, companies not only need to change their ads, but many also need to change their brand identity guidelines. In short exposure time, the brand's identification needs to be lightning-fast. The course goes through what you need to consider reviewing and changing to increase the impact of your advertising.
Here we go in depth about brand strategy. And in the same way as for module 2, it is easy to listen through, but it is more difficult to do the work.
So check out and then sink your teeth into your brand guidelines and see if it can be communicated in two seconds.
Here we go in depth about brand strategy. And in the same way as for module 2, it is easy to listen through, but it is more difficult to do the work.
So check out and then sink your teeth into your brand guidelines and see if it can be communicated in two seconds.
Outro
Module 4:
Attention and Ad Design
The Two-Second Ad
When over 80% of all digital ads have an exposure time of around 2 seconds, it is not only essential but crucial that every company knows how to get the most out of a short exposure time. In this course, we go through the conditions and how each company needs to adapt its advertising.
MarCom That Grab Customers’ Attention
One of the most important criteria for communication to be effective is that the target audience pays attention to it. However, human attention is not easy to get, and many pitfalls lead to ads not being seen. Here you will get an overview of how attention works to ensure you design your communication to capture, retain and extend the time your current and potential customers spend looking at it.
You will learn to really understand how attention is achieved. You will receive several checklists that can be used to find the potential for improvement in your existing and future communications.
Finally, we have arrived at ad design. This is where you can really increase your impact if you follow the guidelines. We start with the course that is specially designed to handle ad placements that only have about 2 seconds of fixation time.
Finally, we have arrived at ad design. This is where you can really increase your impact if you follow the guidelines. We start with the course that is specially designed to handle ad placements that only have about 2 seconds of fixation time.
Outro
Module 5:
Outro
Module 6:
Outro
Examination
Tillvägagångssätt
Examinationen består av två olika delar som examineras samtidigt eller var för sig.
Flervalsfrågor
För det första kommer du att få en uppsättning av 20 st flervalsfrågor baserat på innehållet i de fyra modulerna. Frågorna har ett rätt svar utifrån fyra olika alternativ. Här behöver du få 15 rätt för att bli godkänd. Om du inte får det vid första tillfället kan du ta testet igen en vecka efteråt.
Inlämningsuppgift
Du behöver också genomföra en inlämningsuppgift som består av två moment med två uppgifter i vardera moment.
- Analys av beslutsfattande
För det första ska du själv väljer ett bolag som du analyserar utifrån vilken typ av påverkan deras kommunikation skulle behöva ha på sin målgrupp för att lyckas med ett utsatt mål. Du anger vilket bolag, vilket mål de har och redogör för hur de ska uppnå det genom att koppla an till de olika begreppen i modul 1.
För det andra kommer vi att ge dig ett bolag och ett specifikt mål som du ska analysera utifrån vilken typ av påverkan deras kommunikation skulle behöva ha för att lyckas med det uppsatta målet. Här ska du förklara utifrån de begrepp som presenteras i modul 1 vad kommunikationen skulle behöva uppnå.
- Analys av marknadskommunikation
För det första vill vi att du väljer ett exempel av marknadskommunikation (en annons, ett mail eller liknande) och analyserar vilken möjlig effekt denna kommunikation bör ha på en definierad målgrupp.
För det andra kommer vi att ge dig ett exempel av marknadskommunikation (en annons, ett mail eller likande) där vi vill att du analyserar möjlig effekt samt kommer med tre konkreta förbättringsförslag.
Hela inlämningsuppgiften bedömer vi tar ca 2 timmar och vardera analys ca 0,5 A4 i skrift, så totalt ca 2 A4 text.
Efter inlämning får du besked om du är godkänd. Om ej godkänd kommer krav på komplettering och då är du godkänd när den färdigställts. När båda delarna är klara får du ditt diplom.
Anmäl dig till examination genom att maila till: cecilia@marketinglevels.com
Examination
Approach
The examination consists of two different parts that are examined simultaneously or separately.
Multiple choice questions
Firstly, you will receive a set of 20 multiple choice questions based on the content of the four modules. The questions have one correct answer from four different options. Here you need to get 15 right to pass. If you don't get it right the first time, you can take the test again a week later.
Hand-in assignment
You will also have to complete an assignment consisting of two parts with two assignments in each part.
- Analysis of decision-making
Firstly, you will choose a company to analyze based on the type of impact their communication would need to have on their target audience in order to achieve a set goal. You indicate which company, which goal they have and explain how they will achieve it by linking to the different concepts in module 1.
Secondly, we will give you a company and a specific goal to analyze based on the type of impact their communication would need to have in order to achieve the set goal. Here you should explain, based on the concepts presented in Module 1, what the communication would need to achieve.
- Analysis of marketing communication
Firstly, we want you to choose an example of marketing communication (an advertisement, an email or similar) and analyze the possible effect this communication should have on a defined target group.
Secondly, we will give you an example of marketing communication (an advertisement, an email, or similar) where we want you to analyze the possible effect and come up with three concrete suggestions for improvement.
We estimate that the entire assignment will take about 2 hours and each analysis about 0.5 A4 in writing, so a total of about 2 A4 text.
After submission, you will be notified if you are approved. If not approved, you will be required to complete the work. When both parts are completed, you will receive your diploma.
Register for the examination by emailing: cecilia@marketinglevel
