“We received the news in 140 characters, we see habitually three minutes videos, write increasingly shorter messages. The average attention span of a person today is 5 seconds, ten years ago it was ten minutes. Young people are losing the capacity for attention. If urban space wants to connect with consumers it needs new ways of doing things that awake emotions”. This is what María Pocoví, the CEO of Emotion Research LAB, opined at the IV Congress of creative cities, a meeting of innovative actions that provide solutions to the challenges of today’s cities.
Brands dispute the space between buildings and traffic. In that noise, we have lost messages, images. Is hard to believe that we can establish a connection with the consumer in that context without entering in his emotions. Pocoví understands that brands in the urban space “are called to integrate emotion. In a saturated urban space, the only way to connect the brand with consumers is attracting attention”.
Emotional marketing is providing solutions to this. It is believed that the brain makes decisions on what to pay attention influenced by environment, education, genetics and experience. It is becoming more necessary to activate the consciousness by emotions to capture our interest, because in our world minute by minute, millions of neurons fire between different stimuli competing for our attention.
Pocoví exemplifies the process of losing attention with a sign: “In the video, we see that the woman needs fifteen seconds to connect with the brand communication. If we said that the average attendance is ten seconds, someone is gone. We must get the thrill from the very beginning. We must risk in the urban space and find new creative concepts that unite technology, experience and emotion. The future is here. Speaking of robotics, if we want robots to live with humans they must grow with us and learn to read emotions. This should apply to cities. The future of brands in the cities is determined by being able to understand and interpret emotions”.