Imagine you're looking out from the top of the highest peak in the world. With the right pair of binoculars, you could probably see even beyond the horizon. Everyone and everything would be visible to your eyes, whether above or below.
That's the natural evolution of digital marketing. It's called captivation. Captivation is a ten thousand-foot view that puts everyone and everything in your scope. And just like a mountaineer looking out onto the horizon, you see everything as clear as day. That's a huge asset for digital marketing today.
Everyone and Everything Is Relevant
The Internet has connected the various systems of the world. Chaos theory, which says that a butterfly flapping its wings can cause a tornado, has never been more accurate. A tweet, a post, or an event thousands of miles away can affect everyone on earth. That's why captivation involves accepting the relevance of everyone and everything.
Everyone and Everything Is Interesting
Today, content pours like torrential rain onto our devices. Whether it's memes, videos, posts, articles, etc., we browse through gigabytes of information every day, resulting in everything under the sun gaining a niche following on the Internet.
You may not find the culinary history of Florence very interesting, but thousands out there do. You may enjoy first-person shooters, while others may prefer indie titles and side scrollers. The point is, there is a forum, group, or page for almost every topic or niche under the sun.
The advent of social media has made it possible for people worldwide to aggregate together based on shared interests. Brands that wish to remain effective cannot ignore this new development. Captivation acknowledges that everyone and everything is interesting.
Let's go back to the ten thousand-foot view analogy. Think of yourself looking down at hundreds of different groups gathering down on the ground. Each has its reason to discuss, celebrate, and compete with each other. What one is doing may not be attractive to the other, and vice versa. However, within their niche, those topics have become interesting. That's why everyone and everything is interesting.
Everyone and Everything Is Not Always Engaging
A final distinction to make is that everyone and everything is engaging, at least not always. More critical than expressing how exciting something is, is how you represent it. Today's Internet culture rewards entities that embody their identity in more relevant and exciting ways.
Toddlers zoom-bombing work meetings and pictures of empty shelves in the toilet paper aisle catch netizens' attention. A Netflix show like Bridgerton offers an escape for ordinary people to transcend barriers of race and gender. Engaging content, wherever found, excites and entices people and provides relevance to their setting.
Captivation is about combining these three traits – interest, relevance, and engagement – and putting content forward into the world.
THE THREE FACETS OF CAPTIVATION
• Be Relevant – related to and adding value to my world.
• Be Interesting – pique my curiosity and keep it moving.
• Be Engaging – real connections and involve me in the process.
That's what is required in digital marketing today, and that's what we do at Orbital Socket. Give us a call today at 704-931-3529, or shoot us an email at firstname.lastname@example.org.
We look forward to helping you #seewhatspossible.