Attention marketing in the network economy

Rory MacLeod

In the emerging network economy, attention will be an increasingly scarce commodity. Firms will have think of themselves as operating both in an Attention Market and their core market.

Attention Marketing In The Network Economy

Rory MacLeodResearch Fellow, NCR Knowledge Lab, United Kingdom.

INTRODUCTION

'You could spend the rest of your life on the internet … It's information overload.' (Female, age 25-30 London, 1998)

'It's annoying when you are trying to find out something and you have to search through loads of irrelevant information!' (Female, age 25-35, London, 2000)

These two verbatims, taken from focus groups with web users two years, apart highlight a problem that all web users recognise. Along with communication, information and 'the death of distance', the networks such as the internet are bringing a...

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