The Internet has transformed how people communicate, consume information, and build relationships. As a result, the way the world works is fundamentally changing. Nowhere is this more apparent than with consumer behavior on social networks. The abundance of choices, ranging from broad to niche, is inevitably causing fragmentation across these platforms. In this landscape, it isn’t always easy for advertisers to effectively connect with audiences as they try to engage consumers who are juggling multiple profiles and mindsets online.
So, how do brands attract and retain consumers’ attention in a world of information overload? That is the primary question marketers are asking today. LinkedIn sought to answer this question in a recent study and found that marketing to emotion should play a bigger part in how brands pursue consumers on social networks. Titled The Mindset Divide, the study homed in on two areas–professional and personal networks–and together with TNS, surveyed 6,000 people in 12 different countries.