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Research: How to Advertise to Distracted Consumers Advertisers frequently serve mobile pop-up ads customized in real time to users’ activity, physical environment or context. These may include location-based ads keyed to a consumer’s GPS data, as well as techniques such as cross-device ad targeting and programmatic advertising that makes educated guesses about consumer behavior based on a range of data points. Traditional psychology suggests that these approaches will not work in environments where attention is fragmented.  According to the theory of dual-task interference (DTI), consumers already juggling online and physical activities, customized online ads would be just another distraction they need to block out.  But new research suggests that in today’s world of “augmented reality”, attention may not be a fixed pie. In dynamic, multi-stimulus environments, pop-up ads can work with distraction rather than against it—if they’re placed smartly, tailored to the moment, and congruent with the user’s current experience. And they are reusable—since distracted consumers tire less quickly. For certain types of ads, in fact, a distracted consumer may be the ideal consumer.

Struggling to grab attention in a noisy world? New research shows how to advertise effectively to today’s easily distracted consumers. https://ow.ly/bC0J50VIw5e

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2️⃣ Ignoring Customer Feedback

You may love your product, but do your customers? Too many founders get stuck in their vision and miss the chance to adapt to real customer needs. Feedback is your secret weapon—use it! Surveys, phone calls, testimonials are all great ways to get this.

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