Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

ONLINE:

IN STORES:

v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

ONLINE:

IN STORES:

whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« Thanks for leading | Main | Add some {brackets} »

The massive attention surplus

There was an attention drought for the longest time. Marketers paid a fortune for TV ads (and in fact, network ads sold out months in advance) because it was so difficult to find enough attention. Ads worked, so the more ads you bought, the more money you made, thus marketers took all they could get.

This attention shortage drove our economy.

The internet has done something wacky to this situation. It has created a surplus of attention. Ads go unsold. People are spending hours on YouTube or Twitter or Facebook or other sites and not spending their attention on ads, because the ads are either absent or not worth watching.

When people talk about the problem with free online, they're missing the point. Free is creating lots of attention, but marketers haven't gotten smart enough to do something profitable with that attention.

Hint: funny commercials with chimps won't be the answer.

It turns out that the almost infinitely long tail of attention varieties is what will kick open the monetization of online attention. Yes, I will give my attention to an ad, but only if it's anticipated, personal and relevant. We still give permission to marketers that earn it, but so few marketers do.

Simple example: Ten years ago, there was nowhere for a company like Best Made Axe to advertise. Today, with billions of tiny micromarkets, it's not hard to imagine many audiences of one or two or three or ten that would be delighted to know about their products. Right now, there's no easy way for a marketer to conceptualize that effort, never mind execute it, though it's surely coming.

Big companies, non-profits and even candidates will discover hyperlocal, hyperspecialized, hyperrelevant... this is where we are going, and it turns out that this time, the media is way ahead of the marketers.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e20115722836a8970b

Listed below are links to weblogs that reference The massive attention surplus:

» The Three Rules to Marketing Reset - Spreadable. Ultra-Niche. Consistent. from Junta42 blog
The last portion of this interview with Paul Laudicina of A.T. Kearney really struck me. Take a read through this paragraph, and then let's discuss. You know, Peter Drucker used to say that companies fail not because they do the... [Read More]

» Day 9: Advertise Different from Mark Valentine's Good Idea a Day Blog
I love the idea of advertising, because at its best, it combines free thinking and creative problem solving with meeting your company's needs and building relationships with your customers. How can you catch someone's attention and make it worth their ... [Read More]

» you had me at hello from ~synthesis~
This line (title) from Jerry Maguire is the holy grail of marketing. Seth Godin's blog about attention surplus made me ask myself: marketing tries to create awareness and consideration; but if people are exposed to increasing more messages, how do... [Read More]

« Thanks for leading | Main | Add some {brackets} »