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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.

79 news items

Marketing magazine Australia (registration)

Marketing magazine Australia (registration)
Tue, 17 Mar 2015 18:29:06 -0700

This is the default dialog which is useful for displaying information. The dialog window can be moved, resized and closed with the 'x' icon. NEWS; Marcomms. Visual search: the latest technology wanting brands' attention. BY Michelle Herbison ON 18 ...

Telegraph.co.uk

Telegraph.co.uk
Sun, 12 Jul 2015 23:56:38 -0700

Unfortunately, it turned out that the media production course was full. I felt very disappointed. As we started scrolling again through remaining courses, I stumbled upon one that particularly caught my attention: marketing. The course encompassed many ...

Asbury Park Press

Asbury Park Press
Fri, 26 Jun 2015 13:16:53 -0700

... after November 30,2015) or a copy of these Official Rules, visit APP.com/contests or send a self-addressed, stamped envelope to "Winners List/Official Rules" (as applicable), Asbury Park Press, 3600 Highway 66, Neptune, NJ 07753 attention: Marketing.
 
Las Cruces Sun-News
Mon, 23 Mar 2015 00:18:29 -0700

Torres, 38, who worked as the public relations director for The Dickerson Group for three years, said the idea to start a captured attention marketing company began in June 2014. The company was founded in August that same year. "It's filling a market ...

Asbury Park Press

Asbury Park Press
Wed, 24 Jun 2015 15:18:00 -0700

... after November 30, 2015) or a copy of these Official Rules, visit APP.com/contests or send a self-addressed, stamped envelope to "Winners List/Official Rules" (as applicable), Asbury Park Press, 3600 Highway 66, Neptune, NJ 07754, attention: Marketing.
 
NACS Online
Wed, 29 Apr 2015 22:03:45 -0700

​MIAMI – The power of social media is once more on display as Burger King announces the return of chicken fries after a grassroots social media campaign garnered a lot of attention, Marketing Daily reports. The chicken strips shaped like fries ...

Business 2 Community

Business 2 Community
Fri, 10 Jul 2015 07:30:49 -0700

Thus as marketers, it's our job to be innovative, find an edge, and gain our customers' attention. Marketing automation platforms have revolutionized how we market. Now it's time to take it to the next level of engagement and motivation. Funny thing is ...

Pulse

Pulse
Wed, 20 May 2015 07:29:49 -0700

He notes that you need to understand both the customer and the non-customer, looking at what products, services and activities are competition for their money and attention. Marketing, he explains, is more than sales but gets at product design driven ...
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