Even though I know it's productivity poison, I often find myself multitasking by default; 16 pages open as tabs in my Firefox browser, a stack of research papers on my desk, live chat support open, taking phone calls and answering text messages. Your work environment might look similar at times.

Those of us in the hospitality business are always responding to requests. The downside to this is that multitasking lowers our performance. A University of London study for Hewlett Packard found this drop comparable to losing a nights' sleep or more than twice as bad as smoking marijuana.

If you really wanted to get my attention – or the attention of anyone else – you would have to design an immersive experience. An environment where I had to focus on one thing only, with no opportunities for distraction.

With an abundance of information, attention is the most valuable commodity.

I'd like us as digital communicators to think about how to design communication that minimizes the risk of distraction.

It's the logical next step after you've embraced content as the foundation of marketing.

Application design
I love the Kindle as an e-reader because it's a near-perfect example of delivering digital information without distraction. Yes, Kindle books are available on the iPad and smartphones, but on these devices, the temptation to click away is constant. Thinking about the other things I could be doing consumes mental energy.

When I'm reading an ebook on the Kindle, I'm fully immersed in the writing. It's an experience I enjoy so much that I try to replicate it with web articles using Instapaper.

It's clear the design and presentation of the information plays a big role in how I absorb it. Perhaps as web designers we could think how this affects our page layout.

Delivery timing
Sometimes, the best time to communicate with someone is when they're least connected. For us, this means making your digital communication available offline.

Self-contained mobile applications are a good opportunity for this. (Especially if they're intended for use where wireless data isn't accessible, such as a guidebook for international travelers.) The experience is neatly packaged within your parameters.

Mobile messaging also fits this to a slightly lesser extent. You're sending content to someone offline that is (hopefully) helpful and timely.

However, this decision is ultimately made by the recipient. All you can do is think like a "content DJ" and provide the material in various formats for their convenience.

Distribution format
If I'm watching a good video – on YouTube or elsewhere -I'll be watching in fullscreen mode and the creator has my undivided attention.

If I'm listening to a podcast while running or commuting, the same is true. (Well, almost. Sometimes I have to pay attention to where I'm going….)

The thing with media like this is you must have material worthy of undivided attention. The vast majority of videos are left by viewers after a few seconds. To fight this, you need to capture attention early and make sure you keep it by staying interesting.

Curiosity paths
Have you ever gone to Wikipedia to find information on one subject, and end up spending a half hour on the site, clicking your way through to something completely unrelated?

Of course you have. We all have.

The marketing genius behind Wikipedia is not the crowdsourced production, but their use of internal links. You go for information on one thing, and end up following your curiosity and click through to other pages.

How are you putting this principle to work for your website? Are you interlinking pages enough?

Quality of content
This applies to all of us, regardless of how much control you have over the viewing of your content. Your editorial decisions ultimately determine how engaging the material will be.

And remarkable content makes focusing attention much, much easier.

How do you plan to create and use immersive experiences to share your stories?

www.hotelmarketingstrategies.com/undivided-attention

About the author
This blog is written by Josiah Mackenzie, who enjoys exploring the relationship between emerging technology and the hospitality industry. 

www.hotelmarketingstrategies.com