The importance of unconscious mind for consumer engagement in the digital age: a model proposal
We witness a new kind of reality in terms of marketing environment and consumer environment in 21st century, characterized as information age. There is an ever-increasing competition in marketing environment resulting in brands having difficulty differentiating themselves. On the other hand, social media and Internet of things revolutions cause an explosion in terms of information produced. Conversely, attention span of consumers is constant which makes it increasingly difficult for consumers to pay attention to a to information at hand. This phenomenon, known as the “attention economy” (Davenport, 2001), acknowledges consumer attention as the most scarce and valuable resource of the information age. In recent years, new kind of techniques, like storytelling, user experience and gamification are used more frequently by the brands. The common characteristic of these approaches is that they all appeal to the unconscious mind known as the right brain and eliminate the need for the consumers to pay active attention while interacting with products and brands. Looking from marketing point of view, this paper aims at conceptualizing those techniques coming from different fields and developing a methodology laying out the course for using them adopting a comprehensive perspective.