Business Intelligence

The Attention Economy and Marketing Warfare

The Attention Economy and Marketing Warfare

Patent and Trademark Law has been engrossed in the rise of e-commerce over the last several years and through a few recent cases (particularly  Allen v. IM Solutions, Inc.), has finally determined what we netizens have always known:  Websites and pop-up advertisements are a numbers game.

Unfortunately, this "numbers game" approach to advertising isn't isolated to just pop-up advertisements, but also spam e-mail, junk mail, and even the advertisements you see plastered throughout our nation's busiest airports.  In order to sell their products, marketers must determine a cheap way to reach tens of thousands of potential customers to find that 1% who fall for their hook.

Matthew Crawford recently wrote a op-ed on New York Times about the effect that the rise in advertising has on society during what is referred to as the Attention Economy. This faux economy is the attempt to explain the finite ability of modern humanity to focus our attention on specific items.  We can only focus on so many things, and in today's world we are increasingly being confronted with uncomfortable choices on what is and is not important enough to warrant our attention.