Here at Slingshot, we talk a lot about how marketing to business-to-business buyers should be similar to how we market to consumers. Just because someone comes to work with a briefcase in hand doesn’t suddenly change them into a different person. The principles of Marketing in the Age of Distraction® apply as much in a B2B environment as they do in any other environment.
Back in the day, when I started planning media at The Bloom Agency here in Dallas (now part of Publicis), the trick was finding your consumers where they were consuming media, be that TV, Radio, Print or Outdoor (yep, that was about it, and you could reach 96% of US Households by simply airing spots on the three major television networks). Part of the change today is that there is so much more media variety available (fragmentation), and part of the problem is that people are doing more than one thing at once.
AOL (remember them?) just sent out a nifty infographic talking about what they call the “Attention Metric”. The basic idea is that we should be modifying the impact of what we purchase based on the likelihood that the consumer is “distracted” by using multiple devices and doesn’t see the placement.