The Background to D3CA

The impact of Digital has been that we now live in what is referred to as the Attention Economy. Where the commodity that is most scarce is consumer attention. If we can’t get the consumer’s attention how can they communicate messages about brands and how do we then build brands. We therefore need a framework to help us maximize consumer attention in the current times.

D3CA is a Repository

Therefore, D3CA is visualized as a Consumer Attention Toolkit – a repository of ideas, insights, examples, case studies which makes it a collection of valuable pointers that marketers and advertising practitioners can use to enhance the attention that their brand gets.

The Insights can be from anywhere not just Digital

The point of D3CA is providing ideas to deliver Differential Consumer Attention in the Digital Age. All the ideas need not be Digital led. They need to be in the context of the present day Media and Consumer reality.

Content Formats

The content formats used include – videos, expert interviews, webinars, idea / insight cards, blogs, etc..