We help you develop more relevant content, grow your audience, expand your reach and find new potential customers with Attention Mining, a revolutionary data analytics technique that discovers the things your audience cares about.

The Modern Digital Marketing Problem We're All Facing

Despite the abundance of social media platforms, digital marketing channels and the general openness of the Internet, marketing online has paradoxically gotten more difficult than ever for the average business. Most organizations aren’t getting much ROI on their digital marketing.

For most businesses, it’s the same old story: their Facebook page is a ghost town, their content isn’t getting retweeted, their blog posts aren’t getting shared or commented on, nor are they ranked on Google. The reason is the ever-increasing competition and choice the Internet provides to consumers. The good news? We have a solution for that.

The Attention Economy

The New World World We Live In
Where The Flood Of Media
Is Reducing Attention Spans
And Increasing Competition

The internet has drastically reduced the cost of creating content. As the cost of content creation goes down, the amount of content produced goes up. This leads to reduced attention spans as people get information from an increasing number of sources. Competition goes up as companies jostle to get the attention of smart phone-carrying consumers who are plugged in 24/7 and already inundated with a flood of media.

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All failed companies are the same: They failed to escape competition.

– Peter Thiel | Co-founder Of PayPal

Too Much Content, Too Little Attention

THE REASON WHY YOUR MARKETING,
PR AND OUTREACH IS STRUGGLING

There’s too much content being created by too many people and not enough eyes and ears to consume it. And it’s the top problem for anybody, anywhere who wants to market their business today. Welcome to the attention economy.

It’s a new reality we all live in where due to the over-abundance of information in our lives, attention has become the world’s scarcest and most valuable resource. In today’s world, understanding and managing attention is the most important determinant of business success. Companies are headed for disaster—unless they can learn to manage this increasingly scarce resource.

THE MUSIC BIZ: THE FIRST VICTIM OF INCREASING COMPETITION FOR ATTENTION

The best way to get a feel for the gravity of the problem is to take a brief journey through the recent history of the music business. We all love a good tune, but chances are you don’t know what it took to get that song onto your smart phone.

We all kind of have a vague awareness of the fact that the way we listen to music has dramatically changed over the last 20 years, but few of us understand why that happened and just how massive the changes in the music business have been.

What happened to the industry was just the beginning of an accelerating trend that is touching every industry in the economy, including yours.

For the better part of six decades, the music industry was controlled by a few monopolies. The big 4 in 2005 (Universal, Sony/BMG, Warner, EMI) controlled over 71.7% of retail music sales. But even by then, they were beginning to lose their falcon-like grips on the industry. Starting around 2001, record sales began to decline steeply. Remember Napster?

In the beginning everybody thought that they and other file sharing denizens were responsible for the dip in record sales. Then the industry started blaming streaming sites like Rhapsody, and more recently Pandora and Spotify. But everybody was missing the forest for the trees.

We were missing the big hairy monster hiding in plain sight: the internet.

It’s a new reality we all live in where due to the over-abundance of information in our lives, attention has become the world’s scarcest and most valuable resource.

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Some companies don’t like change, but you need to embrace change if the alternative is disaster.

– Elon musk | Founder And CEO of Tesla & Space X

Death By Content

ONLINE COMPETITION
KILLED THE RECORD COMPANIES
AND IT’S COMING FOR YOU NEXT

The internet is the great monopoly slayer. When we say internet, we mean the modern internet which consists of mobile devices, high speed internet, social media and Google. This cocktail of technologies allows anyone anywhere with an internet connection to produce content cheaply and distribute it to anyone else in the world with an internet connection.

What that does is introduce a massive amount of choice to the masses, leading to a splintering of people’s attention in a hundred different directions. It’s easy these days to feel overwhelmed by the constant stream of social media posts and the endless droves of content being churned out by news sites and blogs.

Who amongst us hasn’t daydreamed about shutting off our electronic devices and taking a stroll through the woods? Welcome to the attention economy.

The internet is the great monopoly slayer. It introduces a massive amount of choice, while splintering people’s attention in a hundred different directions.

So what destroyed the music monopolies wasn’t free downloading, but the rapid proliferation of new media outlets and the dog-eat-dog competition that ensued. Your competitors in the digital age aren’t the competitors of yore. They aren’t just the half dozen other companies that are creating similar products.

Your competition is now anyone who creates similar content, whether it’s the blogger in his apartment or the multinational corporation. Today, anybody with a guitar and a desire for fame could call themselves a music artist, make a song and build an audience. They could record in their bedroom instead of in an expensive studio by using cheap software. And they could use Myspace, YouTube and Sound Cloud to share and promote their music, which led to the decline of radio.

Today it doesn’t matter if it takes $5 million to develop an artist under Sony or $50 for an independent artist to cut an album in his basement, they both compete under the same rules to gain the attention of fans on social media. Technology doesn’t care who you are, it just cares how good you are.

Instead of competing with 5 other artists, stars are now competing with 5,000 other artists for the attention of the same fans. And the same thing is happening in your industry.

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The average website gets around 3.5 minutes time-on-site, whereas Facebook leads all sites with 50 minutes.

– Pew Research Center

What’s Driving The Attention Deficit?

SOCIAL MEDIA: THE GREAT CREATOR
OF CHOICE AND COMPETITION

Let’s address social media because it plays a special role in the attention economy and in the wholesale transformation of marketing.

If you understand how to use social media, it can be your greatest friend. If you don’t, it can be your worst enemy. When most corporate people think of social media they imagine an intern posting Facebook pics of the company barbeque with snarky comments.

Most organizations don’t devote enough money, data-savvy personnel and effort towards social media to make it work for them. Many don’t care because they don’t understand what it really is and are unaware of its potential.

Social media is a profound force that has done more to transform marketing than perhaps anything over the last two decades because it has altered the nature of where people allocate their attention.

Social media is really a set of technologies that speed up the creation and sharing of information through networks. This speedup of information dissemination exponentially increases the amount of competition for the public’s attention.

The increase in competition is a largely invisible force but is directly responsible for the lagging ratings, readership and revenue in media like TV, radio, magazines and just about any form of traditional media you can think of.

Add to that the ubiquity of mobile phones and you have a traditional marketer’s nightmare. Social media is also becoming more and more synonymous with mobile.

The increase in competition is a largely invisible force but is directly responsible for the lagging ratings, readership and revenue in media like TV, radio, magazines and just about any form of traditional media you can think of.

Consider that 79% of all people with a mobile device access Facebook. And attention spans on mobile aren’t measured in seconds, but fractions of a second. All it takes is a thumb swipe to reject your brand.

Facebook’s algorithms, for example, reinforce user action in a positive feedback loop. So, if Facebook notices that your posts aren’t getting any interaction, it’ll think that people don’t want them and it will hide your future posts from people. This can quickly make your brand invisible to the public.

Those posts you think are reaching your audience aren’t.

Most companies do poorly at digital marketing and many believe it’s because they aren’t using the right platforms or they aren’t tweeting enough or any dozen other tactical reasons.

But the real reason is because the ubiquitous algorithms on the internet have decided that hundreds of other pieces of competing content are more relevant to your customers than your content.

Just like Eminem is now competing with thousands of other rappers on the internet for the same fans instead of 5 other rappers, you’re competing with thousands of other companies, individuals and groups all around the world for the attention of the same audience on social and search. And you’ve never even heard of 99% of them. Nobody has the time or attention span to consume all that content.

And that’s why your Facebook page is a ghost town, it’s why your content isn’t getting retweeted and it’s why your blog posts aren’t getting shared, aren’t receiving comments and aren’t ranked on Google.

Attention Mining : What Your Company Needs To Conquer Competition And Unlimited Choice

Attention Mining

Part 1

So with all the competition out there, how do you get consumers to pay attention to what you have to say? Mobile devices, social media and Google are all just tools that people use to accomplish their goals.

To get people’s attention, you have to understand what motivates people. In our modern information-flooded lives, there are two things in particular that will get people to pause and pay attention to a message, product or brand:

  1. Relevance
  2. Social proof

RELEVANCE

Human beings are inherently selfish. We devote our attention first and foremost to things that affect us and our kin.

This immutable quality of human nature can be exploited by marketers to get people’s attention. The real world is the best starting point if you want to understand how relevance generates attention online.

Just ask yourself how a stranger would get and hold your attention at a party. Imagine you’re at a social event and Jim comes up to you and introduces himself. Jim is a computer programmer and starts talking about code, compilers and unit testing—things you know nothing about and have no interest in. So you tune out mighty fast and move on. Five minutes later Marlene comes by. “Hi, I’m Marlene, it’s nice to meet you” she says with a warm smile.

Then she starts talking about how much she loves to knit and lo and behold you also love to knit! Instant connection. Finally, someone who says something that you care about. You and Marlene hit it off and become friends. But how did Marlene know you liked to knit? She didn’t. It was totally random and you got lucky.

Wouldn’t it be great though if we could all automatically read other people’s minds so we could know what they cared about? We wouldn’t have to waste so much time dealing with people who have nothing in common with us.

It would also solve the biggest problem plaguing the world of marketing, PR and sales today: trying to persuade strangers who have no interest in what we have to say.

Unlike Marlene though, marketers have to deal with large groups of people, but the principles of persuasion are the same: to get and hold anybody’s attention, you first have to figure out what they care about.

We devote our attention first and foremost to things that affect us and our kin. This immutable quality of human nature can be exploited by marketers to get people’s attention.

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Experts often possess more data than judgement.

– Colin Powell | Retired Four-Star General

Attention Mining

Part 2

But how do you do that when there are thousands or millions of people you’re trying to reach? Of course you could just ask them by sending out surveys, but people have busy lives and rarely answer.

Even if they aren’t busy, they have better things to do with their time. And if you pay them, they’ll often say things they don’t really believe or they’ll say whatever they think you want to hear.

SOCIAL PROOF

Ever wondered why so many popular TV comedies like Seinfeld used laugh tracks despite the fact that most people think they sound corny? TV executives know something most of us don’t: people laugh longer and harder when there is a laugh track. But why?

As the social psychologist Robert Cialdini explains, it’s because of social proof, which is the tendency for people to think that something is the right thing to do if many other people are doing it.

It’s why bartenders “salt” their tip jars with a few dollars at the beginning of the evening to get more tips, or why club promoters keep people waiting in long lines outside the club and it’s why advertisers inform us that their product is the “best-selling” even if it’s not.

This is also the principle behind the effectiveness of star rating systems on sites like Amazon and Yelp and numbers of followers on social media sites.

People are heavily influenced by the size and enthusiasm of audiences both online and offline.

ATTENTION MINING: THE SECRET TO CREATING RELEVANT CONTENT AND BUILDING SOCIAL PROOF

So the only ways to get attention in an information-flooded world are to use relevance and social proof as tools of persuasion. You have to figure out what the people you’re targeting care about so that you can tailor your messages to their interests and get them engaged.

Then once you have that, you can get others to trust you and join you through the social proof that your growing audience creates. Attention Mining helps companies accomplish this. It’s a game-changing new data analytics technique we developed that helps companies and organizations everywhere create more relevant content, grow their audience, expand their reach and get new customers by discovering the things their audiences care about.

The only ways to get attention in an information-flooded world are to use relevance and social proof as tools of persuasion.

Our Report Card

HOW OUR CLIENTS PERFORM
COMPARED TO THE REST OF THEIR INDUSTRY

The graphs below provide a snapshot of just how phenomenally our clients’ content performs compared to their industries. We compare the average content engagement rates, click-through rates (CTR), cost per click (CPC) and cost per impression (CPM) to the averages of their industries. Our clients do better than their competitors while spending far less than them.

Average Engagement

Higher Is Better

  • Rest of Industry (6.72%)
  • Node Motion’s Clients (12.35%)

Average Click-Through Rate (CTR)

Higher Is Better

  • Rest of Industry (0.66%)
  • Node Motion’s Clients (4.45%)

Average Cost Per Click (CPC)

Lower Is Better

  • Rest of Industry ($2.65)
  • Node Motion’s Clients ($0.95)

Average Cost Per 1000 Impressions (CPM)

Lower Is Better

  • Rest of Industry ($7.46)
  • Node Motion’s Clients ($3.56)

How We Can Help

We help you grow your audience, develop more relevant content, expand your reach and get ROI on your digital marketing with Attention Mining, an advanced data analytics technique that discovers the things your audience cares about.

NAICS CODES

541613 | 519130 | 541910 | 541618 | 541820

Small, Minority Owned, Disadvantaged Business

Certified Google Analytics Professionals

Our Social Media

Our Facebook page is meant to demonstrate how different varieties of content across various industries can work on Facebook. We focus largely on Facebook because it’s the most important social media platform for businesses.