Marketing, Personal Branding, Social Media

Connection vs. Attention: The Future of Marketing

Time to Read: 4 minutes


The recent publicity over Tesla’s new Cybertruck has opened up the dialogue about the future of marketing and the seemingly infinite resource ‘attention’.


Whether the questionable-looking sci-fi inspired car was a pitch to successfully pre-sell or was just an outright publicity stunt to attract public roasting over the sake of ‘innovation’, the point is that it worked.


The problem is that it worked, at least from a sales and marketing standpoint. It amassed worldwide attention within a day.


What’s wrong with wanting attention?


In an increasingly media-saturated world, attention is seen as the golden ticket in marketing ‘innovation.’


It may work for Tesla, but for most businesses, you may want to be careful.


According to author Seth Godin, attention as a ‘substitute’ for innovation is unreliable and can be ambiguous, “because in the short run, while attention can feel like a proxy for innovation when it comes to actual commitments, most customers choose trust instead of commotion.”


The new year is ahead and it has got us thinking about what improvements we could make to our marketing strategy.


One question we have in mind is, how can we form deeper and more personal connections as opposed to instant, short-lived attention?


Here are two key strategies we’re focusing on for the new year to improve our brand engagement.


Focus on your main channel/s


It’s easy to get swept up in the many channels online and want to do it all at once.


Instagram, Facebook, LinkedIn, YouTube, Email, Blog, Podcast – the list is endless.


If you want to build deeper and more personal connections, then invest time and energy in the most important owned and shared media assets that you have.


The ‘PESO’ Digital Marketing model. Source: Brandpoint


For us, our two main media channels are our Instagram profile, and our blog, Skyline Refinery.


Before anything, do a sweep of your channels to see what’s working and what’s not. This will then allow you to prioritise, optimise and improve your content for the future.


To perform an audit of your channels, look at three main areas:

  1. Key engagement stats: comments, shares, video views, average video watch, saves and clicks.
  2. Growth period per week: the number of posts published and user activity
  3. Highest performing content across all channels, for example, Instagram’s feed, Stories and IGTV


By focusing your efforts across fewer channels, you can maximise growth faster and be more consistent. This is especially recommended for smaller businesses.


For example, if you are investing time on Instagram, stick with that. You want to perfect your online presence to attract high-quality leads.


This will also make cross-posting via one source easier to manage, especially when you don’t have a team that can manage multiple accounts and content.


The future of marketing: Connect and build trust by sharing valuable content


Sir Francis Bacon once said, “knowledge is power.”


For the future of marketing in 2020, that statement will stand true. Sharing information has a higher advantage over pure selling.


Customers are more discerning and sceptical about pop-up ads and aggressive promotional sales tactics because they’re loaded with so much information on the Internet that it’s hard not to be.


Value-give marketing, content marketing or inbound marketing, is essentially prioritising your marketing efforts to create and publish content that provides value to your audiences.


Rather than trying to convince someone to buy your product, show them how their problems can be alleviated by offering information or advice, which will then help promote your business and qualify potential customers.


The concept has been around for a long time but is gaining more relevancy with every year, especially as the format through which information is being shared is constantly changing.


Value-give marketing comes in many forms (think photos, videos, infographics, emails, blog posts, e-books, podcasts), but there is no question about the power of video marketing for businesses.


With its high ROI on leads, sales and brand awareness, video marketing is and will be the highest performing digital content type.


With the recent changes and updated features on Instagram’s IGTV and Stories, short-form video content will be one of the key proponents of building brand engagement.


Video marketing ideas we suggest:


  • How-to’s, Explainer Videos or Short Industry Tips Videos to build brand authority
  • Client Testimonial videos to showcase brand credibility
  • Customised Agent Profile videos that showcase your personality and brand strengths
  • Refreshing the format of your Property Video to push the value of your home


Video marketing will empower your customers with better-informed decisions, that then becomes a powerful way to engage and connect with your audiences.


[Learn more on How to Sell a Home in One Minute: Real Estate Video Ideas]




The future of marketing in 2020 will be grounded in forming deeper connections with audiences who want to be able to trust brands almost on a personal level.


The shift has been seen in the ways we are communicating, and we know that video marketing is going to the spearheading connection-based marketing next year.


What are your thoughts? Let us know by shooting us a DM or email!


Skyline Creative is dedicated to creating the highest possible quality real estate marketing to elevate our clients’ brands. Join us now and let’s start creating beautiful and impactful content for your brand. Get ahead to win in 2020.