Download - Attention economy and Google
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Attention Economy
with a focus on Google
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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
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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/
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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
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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
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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
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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
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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
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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/
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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!
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Full Article and References
For the full article, including references cited, please following this link:
http://sites.google.com/site/net205apples/home/attention-economy