ATTENTION DIDN'T DISAPPEAR. IT MOVED. 💥
And if your marketing strategy hasn't moved with it, we need to talk.
In this second pour of Sparkling Sips, Cristina and Jacqui welcome back Jessica Batty, SVP of Marketing at Fluent, for another sharp, unfiltered conversation about the future of commerce media, consumer intent, and the uncomfortable truth about how brands measure attention.
Last time, Jessica called it: social media has gone from discovery to obligation. This time, she's taking us one step further.
If consumers are tuning out the noise, where is the attention that actually converts?
From Jessica's real-life adventures renovating a beach house (and becoming a self-proclaimed Lowe's superfan!) to the resurgence of nostalgia, community recommendations, and trusted voices, we unpack why the next era of marketing isn't just about reaching consumers.
It's about reaching them when they're ready to care.
🔥 What we're spilling:
- Attention isn't created equal. There's a world of difference between interrupting someone who's doom-scrolling and showing up when they're actively looking for something.
- Trust is the new competitive advantage. Community, authenticity, nostalgia, and recommendations from people we actually trust are reshaping how brands earn engagement.
- Reach without relevance? What's the point? Jessica challenges marketers to look beyond impressions and rethink where they're investing their media dollars.
- The store is still a major opportunity. Jessica shares how Fluent is extending its post-transaction offering from online to in-store, creating new opportunities to connect with consumers.
- Your Monday-morning CMO wake-up call. Go back to the data. Understand your consumer cohorts. Find out where they spend time, who they trust, and whether your media investments are delivering actual outcomes.
🎤 Mic-drop moments
"Attention didn't disappear. It just moved." — Jessica Batty
A simple statement with massive implications for how brands plan, measure, and invest.
"One is interruption and the other is intent." — Jacqui Dynowski
Because being seen isn't the same as being wanted.
"Stop asking, did they see me? And start asking, what were they there to do?" — Cristina Marinucci
THAT is the question every marketer should be asking.
The bottom line?
The future of commerce media isn't about winning the battle for more eyeballs.
It's about earning the right attention, in the right context, from consumers who actually want to engage.
And if your media strategy is still rewarding impressions over intention, maybe it's time to rethink the playbook.
Grab your favorite sip and join us for a conversation that challenges the metrics, questions the assumptions, and reminds us that behind every impression is an actual human being.
Bold Brands. Fierce Women. One Sisterhood. 💜
#SHeCOMMERCE #SparklingSips #CommerceMedia #MarketingStrategy #ConsumerBehavior
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