The Attention Economy
With the growth of the internet, the world has changed from one of information scarcity to one of information abundance. The problem is that information abundance equals attention scarcity. This is known as attention economics.
Buyers are now overwhelmed with all the noise. They are getting better and better at ignoring the messages they don’t want to hear. Then they research what they do want to learn about for themselves.
1. Recognise the importance of the six dimensions of attention.
2. Consider the content of your messages in relation to their aversiveness and attractiveness on the scale
3. Then plot where each of the messages sit within the captive/voluntary and Front/Back of mind grid
4. Apply the metrics for each of these campaigns to assess their effectiveness