The Dark Knight Batman movie and attention planning for viral campaigns

Attention is rapidly becoming the scarcest commodity in media, but remains the most strategically vital.

The Dark Knight Batman movie and attention planning for viral campaigns

Jimmy Maymann Go Viral

Attention is the scarcest commodity in media. It is also the most strategically vital.

The democratisation of digital information and media has led to an information overload. For users, it has provided an endless source of entertainment - from Facebook widgets and MySpace profiles to parodies and free games. But it has also eroded marketers' ability to hold an audience's attention.

In this environment, economic advantage flows to those marketers best able to direct attention to the right spot, at the right time,...

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