Attention Economy

with a focus on Google

Attention is scarce The internet is

overflowing with information

Much of it is freely available

But without attention, getting ‘eyeballs’ to your information – how useful is it?

Image source: http://www.mediafuturist.com/2008/08/getting-paid-wi.html

Attention and personalisation

Develop a relationship (and trust) with customers

Provide a personalised service Know more about your customer Gain more attention Rinse and repeat!

Feedback loop of customer attention and personalisationimage source: http://rossdawsonblog.com/weblog/archives/2008/05/

Google the Survivor

Google was both clever and lucky It survived the dotcom crash by

applying non-traditional marketing methods

recruiting just the right people for the job

taking calculated risks

So Much Attention, So Little Time!

Google gathered a huge amount of attention very quickly. How? Why? Making a search engine that was

quick and worked as expected Building on its success constantly by

improving its search technology Not being “evil” By offering choice and relevancy

Show Me the Money!

Google made its money through advertising: AdSense applied relevant advertising

links to the top of keyword search results

AdWords was a pay-per-click auction model where companies could buy ads in search results sidebars

Household Name

Google became synonymous with search

You don’t “use a search engine” anymore, you “Google it”!

Image source: http://www.sevensheaven.nl/images/producten/illustration-illustratie_google-search_02.jpg

Attention comes first

Make gathering attention your first priority!

Products and services come second

-- Goldhaber 1997

image source: http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/519/440

King of Information Google has its fingers in many

pies: Search Blogging Social networking Email Knowledge base Website creation and many more… Image source: http://b2b-marketingblog.com/tag/google/

Summary

Google is a great case study for the attention economic model

Its products are essentially free, and the attention it gathers transform into revenue through advertising

Free + attention = money!

Full Article and References

For the full article, including references cited, please following this link:

http://sites.google.com/site/net205apples/home/attention-economy