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The MarTech Digest
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Scoop.it!
Digest... In a recent TIME article, What You Think You Know About the Web Is Wrong, Chartbeat CEO Tony Haile (@arctictony) upends the “above the fold” gospel by noting, 66% of attention on a normal media page is spent below the fold. That leaderboard at the top of the page? People scroll right past that and spend their time where the content not the cruft is.
The conclusion one can draw is that the coveted top-of-page leaderboard isn’t so desirable after all. First, users may tune it out due to experience-based banner blindness. They have learned that the long rectangle at the top of the page is usually irrelevant to what they visited the page for.
Second, the top placement will get exposed to everyone who visits the page, but those impressions will include plenty of disengaged visitors who are about to hit the back button, click away, or close the window. Even those visitors who will ultimately engage with the content may not be “hooked” yet.
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Joemktg's insight:
Is the ol' direct response rule that long copy converts better than short copy coming back? First, not applicable to email (we know that) but more applicable towards web copy. Second, attention is different from engagement, so the rule is applicable should deep engagement be your objective. 
Scoop.it!
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Joemktg's insight:
Improve personally and professionally. If you can help your audience with that (and make it as easy as possible), then you're on the right path.
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And upon CT, you'll find details as to how to approach each level.