The most important thing in the attention economy is relevancy. An article by Alex Iskold explores the way users interact with online content, and why their attention is valuable. Iskold states that the more relevant a website’s content is, the more likely visitors are to stay on the page, thus increasing sale opportunities. But what can companies do to improve the likelihood of visitors buying their products or clicking on an advertisement? Personalisation. Sites such as Google and Facebook use personal information to filter content specific to your needs. Consumers tend to forget that their favourite search engine or social networking site are businesses (because they are free to use) – and the more information they know about you the better. Iskold claims your tailored search results and ads are typically stemmed from browsing history, online profiles etc.
While browsing websites is technically free, you are still supplementing their value. For the currency of the online economy isn’t money, but attention. And by having the freedom to select where your attention is, your attention has worth. This is the attention economy.
“We want a world where you don’t have to ask for help or permission to write out loud.”
– Clay Shirky
While online content value may be depreciating, this is what makes blogging more significant. The overflow of content indicates an innovative and progressive world, where everyone has the freedom to express themselves. If there’s so much of it this suggests that we have found a way to make global publishing effortless, and seem natural. Sounds pretty good to me.