Raja Rajamannar on Mastering Attention: How Marketers Can Cut Through The Clutter

The Big Picture

Have you ever wondered why some things grab our attention while other things become background noise? Picture this: you are strolling down a bustling street, and despite all the noise, some sound stands out — maybe a child giggling, a bird chirping, or someone playing a piano. What catches your ear can be completely different from what catches someone else’s. One person might hear the laughter and be flooded with memories of playing with their child, while another person might hear the piano and think back to their own music lessons as a kid.

The secret behind what grabs our attention comes down to how our brains process information. There are two levels: First is the primal brain, associated with “System 1 thinking,” which is the subconscious and intuitive thinking that guides much of our behavior and decision making. The primal brain functions rapidly and with little effort; for example, think about how fast our reflexes work in danger. This is where our feelings, our instinctive, emotional reactions come from. Then there’s the cognitive brain, associated with “System 2 thinking,” the analytical side that likes to analyze information before making a decision. While the cognitive brain helps inform our choices, most of our decisions are driven by what we feel, meaning the primal brain really calls the shots. We’d like to think that our rational, analytical brains guide the majority of our actions – but the truth is, human beings are more likely to act based on feelings and emotion.

And that is the goldmine for us marketers — tapping into deep-rooted emotions is how we truly capture attention and make a lasting impact.

Why this Matters for Marketers

In a world where ads are flying at us from every direction, only a handful really hit home — and often, we can’t even pinpoint why. For marketers, the challenge is to grab attention in a way that’s not just a quick flash but something that resonates with people, creating trust and inspiring action. This need for deeper engagement is more critical than ever as consumer expectations evolve. Now and into the future, consumers seek to connect with brands on a more profound level, wanting to feel that their lives are enriched by these brands.

My Take

I find myself thinking of two distinct approaches for capturing attention in a world that is oversaturated with ads:

Passion segmentation

Passion segmentation involves grouping an audience based on shared interests, rather than traditional categories like age or location. This approach helps us go beyond boundaries and connect with people from all walks of life in a more meaningful fashion.

Take music, for example. According to Mastercard research, 57% of people globally are passionate about music – a huge opportunity! This is especially true when it comes to live music, with 78% of global live concert goers viewing music as a fundamental part of who they are, according to a Live Nation study. If your brand offers incredible musical experiences, people who are passionate about that will pay attention.

But here is the kicker: it is not enough to connect on a surface level. The real magic happens when you pull back the curtain and invite people into a deeper experience. We do this at @Mastercard through our Priceless platform, which gives cardholders access to incredible experiences like meeting your favorite artists, walking the red carpet, or joining unique music programs that get you closer to your passion for music discovery and creation.

As technology evolves, brands have greater opportunities to connect people with their passions on a larger scale. For instance, through the Coca-Cola’s Coke Studio done in collaboration with Universal Music Group, Coke is signing artists to create unique tracks. The lead track for their 2024 campaign is “How Sweet,” which K-pop sensation NewJeans recorded in both English and Korean. These collaborations, set to feature in marketing across 150 countries, aim to engage younger audiences while boosting both the artists’ reach and Coca-Cola’s brand presence.

Another example is the Mastercard Artist Accelerator program, a Web3-based initiative now in its second season that brings music fans and emerging artists closer to their passion for music discovery and creation through advanced tools like the AI Music Studio—and with the chance to see artists live in a concert series hosted with OnesToWatch.

Multisensory Marketing

I’ve written before about Mastercard’s pioneering multisensory marketing strategy as a way to break through advertising clutter, and its impact is undeniable. When you engage multiple senses, you tap into the primal brain, triggering memories and emotions.

Multisensory marketing is increasingly vital today and for the future, as traditional ways of showcasing brand presence are becoming limited due to technological advancements. Gen Z in particular has been shown to use ad blockers, skip ads and harness voice-first devices that disrupt typical visual-led brand messages.

Brands need to establish their presence in ways that showcase the brand through other senses, like sound, scent, taste or touch. Think of the Netflix sonic brand that alerts you to the start of the show, or Mastercard’s own new haptic logo at the point of sale. Scent is another area ripe for innovation, as @Auntie Anne’s proved this year with the launch of its signature scent with a perfume called “Knead.”According to the brand, “each spritz evokes the experience of passing an Auntie Anne’s store and inhaling the nostalgic aroma of their pretzels.” This playful approach not only attracted attention but also tapped into the power of smell, making fans crave those familiar, freshly baked pretzels.

At the end of the day, it is no surprise that the consumer-to-brand ecosystem is evolving. It is crucial to identify our audience, understand their interests, and engage them in a way that activates their primal instincts. Our goal is to create experiences that are not just memorable, but that resonate on a deeper level, encouraging customers to return repeatedly to a brand they trust.

What effective marketing campaigns have you seen recently that connect with people’s passions, or reaches them in multiple senses?

To host Raja Rajamannar for a speaking engagement, contact Worldwide Speakers Group.