Consumers’ attention spans are shorter than ever. Users delete about 90 percent of downloaded apps, and 44 percent of Google News readers only scan headlines.

Humans, constantly surrounded by noise, have developed a tendency to tune out what they deem unimportant, a tough standard for marketing and promotions. Established brands find it harder to retain consumers’ focus. It’s even more difficult for startups to get noticed but you can you break through the noise and make your brand’s message relevant to consumers.

Ruckus President, Alex Friedman, contributed this article to Entrepreneur, full feature can be found here.