While working on your Marketing Strategy, you should be aware of the attention economy concept. Why? Let’s first have a look at the definition proposed by Wikipedia [1] before answering this question:

Attention economics is an approach to the management of information that treats human attention as a scarce commodity, and applies economic theory to solve various information management problems. Put simply by Matthew Crawford, "Attention is a resource—a person has only so much of it.

Why should you care about this? because we are currently living in a society where buyers (B2B) or consumers (B2C) are overwhelmed by content and information about products, services, or experiences. What I call the snake dance (for capturing the attention) is applied by all brands but these days (unfortunately for brands), there are so many noises from all these songs that people are becoming deaf (don’t we say that people living close by train station are not hearing them anymore).

As attention economy becomes a very important concept for you when you are designing your marketing strategy, you should take care of it. Obviously, you could apply the good old concept of hitting them as much as needed until they understand it (Push Model). Or a more elegant approach would be to differentiate yourself (using the right Segmenting-Targeting-Positioning) and apply a pull approach (based on empathy and customer needs).

As rightly said by Nielsen Norman Group [2] “designers have a choice in this economy of attention: they can balance business needs — such as the need for new subscribers, advertising revenue, and profit — with respect for the best interests of their users.”

So! Do you integrate the attention economy in your strategy? Are you pushing or pulling?

Video

Source

1. https://en.wikipedia.org/wiki/Attention_economy#In_advertising

2. https://www.nngroup.com/articles/attention-economy/