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Attention marketing is the term, coined[1] by internet entrepreneur Steve Jelley to describe a particular business model that has evolved around the growth of social media on the internet. It was popularized by the book Purple Cow: Transform Your Business by Being Remarkable by Seth Godin.

The phenomenon is an extension of marketing, which describes the generation of consumer interest or inquiry into products or services of a business. Traditionally, businesses have generated customers using the techniques of Internet marketing, such as search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, and mobile advertising.

Social media companies such as Facebook, Twitter and Pinterest, by contrast, do not rely on these tools to generate user attention. User-generated content makes up the majority content on these sites; users therefore view content on the sites according to what interests them most.[2][3] This behaviour collapses the traditional barriers between content, distribution and marketing, as any activity on a social media site effectively achieves all these three functions simultaneously.

Business opportunity[edit]

Rather than interrupting users' attention in order to market to them, the business opportunity available to social media in capturing people’s attention and channelling this attention to an appropriate vendor when it presents itself as a genuine desire to buy.

Previously, it was very difficult and expensive for business to market themselves on anything other than a mass, or broadcast basis. Targeting messages to individuals, at any kind of effective scale, was all but impossible. But social media has changed that. By using social media channels to target according to users' attention, business and other organisations can make their messages far more relevant and appropriate to individual consumers.

For businesses to suddenly shift commercial focus from the mass attention of a broad audience to the particular attention of individuals, however, requires a complete change of corporate mindset. Inside media and marketing organisations, content production, distribution and marketing have traditionally occupied different - and usually warring - silos. Because of the intimate connection between the content and the opportunity to create a lead, however, attention marketing necessarily collapses these silos and brings them together.

References[edit]

  1. ^ Flint, James (12 March 2012). "Attention marketing, the real social revolution". The Telegraph. Retrieved 11 April 2012. 
  2. ^ Constine, Josh. "Facebook Ads Can Now Be Optimized To Drive Any On-Facebook Action, Such As In-App Purchases, Shares, Offer Claims". TechCrunch. Retrieved 23 April 2012. 
  3. ^ Srinivasan, Rags. "How much does Pinterest actually make?". GigaOm. Retrieved 23 April 2012. 

Original courtesy of Wikipedia: http://en.wikipedia.org/wiki/Attention_marketing — Please support Wikipedia.
This page uses Creative Commons Licensed content from Wikipedia. A portion of the proceeds from advertising on Digplanet goes to supporting Wikipedia.
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4 news items

 
Crain's Detroit Business (blog)
Fri, 25 Jul 2014 02:11:15 -0700

PR came up with the creative idea to generate positive publicity and attract customers' attention. Marketing invested advertising assets to hype the event. As a result of our combined efforts, the word got out, customers showed up and sales increased.
 
Wall Street Journal
Mon, 21 Jul 2014 05:56:15 -0700

Contestants can register at www.usg.com/BuildingGreatness or by mailing entries to: United States Gypsum Company, 550 West Adams, Chicago, IL 60661, Attention: Marketing Department 16th Floor, Building Greatness. For additional information on the ...
 
Gizmodo
Tue, 22 Jul 2014 13:09:40 -0700

"We remove videos immediately as soon as any issue is brought to our attention," marketing manager Matt Blake said. "Whether people are asking because they don't want it up, or if its the case of revenge porn it's important to us to act quickly. We ...
 
The Verge
Tue, 15 Jul 2014 09:07:30 -0700

"We were only recently made aware of DashCon using the term 'partnership' regarding this event, and asked them to remove it as soon as it was brought to our attention," marketing manager Melissa Dark tells The Verge. "As of now, we're not aware of the ...
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