{"id":34491,"date":"2024-03-01T13:31:00","date_gmt":"2024-03-01T12:31:00","guid":{"rendered":"https:\/\/leadpeak.me\/magazin\/attention-the-new-currency-of-the-21st-century\/"},"modified":"2025-01-21T11:07:11","modified_gmt":"2025-01-21T10:07:11","slug":"attention-the-new-currency-of-the-21st-century","status":"publish","type":"post","link":"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/","title":{"rendered":"Attention &#8211; the new currency of the 21st century?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"34491\" class=\"elementor elementor-34491 elementor-1063\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-91818b6 e-flex e-con-boxed e-con e-parent\" data-id=\"91818b6\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8bab1df elementor-widget elementor-widget-heading\" data-id=\"8bab1df\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#About_flamethrowers_and_attention\" >About flamethrowers and attention<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#What_are_the_effects_of_so_many_influences\" >What are the effects of so many influences?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#The_media_revolution\" >The media revolution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#More_opportunities_more_competition\" >More opportunities, more competition?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#User_attention_and_time_as_the_new_currency\" >User attention and time as the new currency<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#A_flamethrower_for_your_home_-_for_500_dollars\" >A flamethrower for your home - for 500 dollars!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#Why_is_this_example_interesting_for_us\" >Why is this example interesting for us?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#What_exactly_is_%22attention%22\" >What exactly is \"attention\"?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#Media_presence\" >(Media) presence<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#Enthusiasm_and_scandal\" >Enthusiasm and scandal<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#Your_goal\" >Your goal:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#So_if_our_currency_is_users_time_and_attention_where_can_we_achieve_the_greatest_possible_impact\" >So if our currency is users' time and attention, where can we achieve the greatest possible impact?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/leadpeak.me\/en\/magazin\/attention-the-new-currency-of-the-21st-century\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"About_flamethrowers_and_attention\"><\/span>About flamethrowers and attention<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2831f04 elementor-widget elementor-widget-text-editor\" data-id=\"2831f04\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Information, images, noise, news, advertising and music. Our brains are confronted with all this content and stimuli in just a few minutes on the internet. The world we live in today is like a flood of sensory impressions.<br \/>Our everyday lives are also characterized by a fast pace. Work, household chores, the cell phone ringing; appointments and commitments. This makes it increasingly difficult to concentrate on individual stimuli.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0ee9676 elementor-widget elementor-widget-heading\" data-id=\"0ee9676\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"What_are_the_effects_of_so_many_influences\"><\/span>What are the effects of so many influences?<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-442fdc0 elementor-widget elementor-widget-text-editor\" data-id=\"442fdc0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>With so many stimuli, our perception begins to select. Our brain is not able to process all impressions at the same time. Some are consciously absorbed, others unconsciously. Our eyes are constantly gliding from one shop window to the next, we click from one website to the next.<br \/>Attention, as focusing on one specific thing, has become rare in this day and age.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8078108 elementor-widget elementor-widget-heading\" data-id=\"8078108\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"The_media_revolution\"><\/span>The media revolution<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be2a9fb elementor-widget elementor-widget-text-editor\" data-id=\"be2a9fb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The age of modern media is increasingly reinforcing this phenomenon. Just as industrialization led to the mass production of goods back then, the information and communication sector is now becoming a mass industry.<br \/>Information is freely accessible, which also means that everyone is able to disseminate information and attract attention. Doesn&#8217;t sound bad at first, does it?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c042cd4 elementor-widget elementor-widget-heading\" data-id=\"c042cd4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"More_opportunities_more_competition\"><\/span>More opportunities, more competition?<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-43e9082 elementor-widget elementor-widget-text-editor\" data-id=\"43e9082\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>If everyone uses the opportunity to draw attention to themselves, what does this mean for the competitive situation?<br \/>As we are operating in a significantly larger market, we have more competitors who are trying to capture the attention of potential customers, users and buyers. At the same time: a whole new kind of reach. The Internet enables cross-regional relationships, the development of international networks and social media are used by millions of users every day.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46557d9 elementor-blockquote--skin-border elementor-widget elementor-widget-blockquote\" data-id=\"46557d9\" data-element_type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tThe web is an attention economy in which the user's time is the ultimate currency.\t\t\t<\/p>\n\t\t\t\t\t\t\t<div class=\"e-q-footer\">\n\t\t\t\t\t\t\t\t\t\t\t<cite class=\"elementor-blockquote__author\">Jakob Nielsen, Berater im Bereich Software- und Web Usability<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bcbdb4 elementor-widget elementor-widget-heading\" data-id=\"8bcbdb4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"User_attention_and_time_as_the_new_currency\"><\/span>User attention and time as the new currency<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55f4bc5 elementor-widget elementor-widget-text-editor\" data-id=\"55f4bc5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Scarce goods are in high demand and fiercely contested. In today&#8217;s (media) society, our time is scarce. Attention is considered the &#8220;new currency&#8221; of the digitalized economic world. The direct relationship between money and attention is undeniable. Whoever is known, sells. It is not for nothing that billions of euros are invested in advertising. The goal: attention, awareness.<br \/>The purpose of traditional advertising was to promote a specific product. Today, this purpose is becoming increasingly intertwined with the goal of attracting attention.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c000dbc elementor-widget elementor-widget-text-editor\" data-id=\"c000dbc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Is it only important that people know our names?<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-005a32c elementor-widget elementor-widget-heading\" data-id=\"005a32c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"A_flamethrower_for_your_home_-_for_500_dollars\"><\/span>A flamethrower for your home - for 500 dollars!<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9043c12 elementor-widget elementor-widget-text-editor\" data-id=\"9043c12\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>In this case, it almost seems that way:<\/strong><\/p><p>Elon Musk, co-founder of <em>PayPal<\/em>, <em>SpaceX<\/em> and CEO of car manufacturer <em>Tesla,<\/em> recently managed to sell thousands of flamethrowers &#8211; as &#8220;party fun&#8221; &#8211; at 500 euros each. Sounds weird? The whole idea was actually originally meant as a joke. Nevertheless, such crazy ideas from a well-known entrepreneur generate &#8230; ? That&#8217;s right: attention! And obviously: buyers.<\/p><p>Just a few weeks earlier, Musk sent one of his Teslas into space in a rocket from his space company. And what couldn&#8217;t be missing? A camera that continuously transmits images of the car in space, of course.<\/p><p>We see: 20,000 flamethrowers have been sold for 500 dollars each. A &#8220;toy&#8221; that probably none of the buyers necessarily need and yet someone (or rather: many people) are prepared to pay such a sum.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e0d4044 elementor-widget elementor-widget-image\" data-id=\"e0d4044\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"600\" src=\"https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/fire-ball-explosion-from-bottom-to-top-picture-id903366390-1024x768-1.jpg\" class=\"attachment-large size-large wp-image-34256\" alt=\"\" srcset=\"https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/fire-ball-explosion-from-bottom-to-top-picture-id903366390-1024x768-1.jpg 1024w, https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/fire-ball-explosion-from-bottom-to-top-picture-id903366390-1024x768-1-300x225.jpg 300w, https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/fire-ball-explosion-from-bottom-to-top-picture-id903366390-1024x768-1-768x576.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">A flamethrower as party fun? Another joke: fire extinguishers are offered for sale to match. <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab5f440 elementor-widget elementor-widget-heading\" data-id=\"ab5f440\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"Why_is_this_example_interesting_for_us\"><\/span>Why is this example interesting for us?<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a6ec0bb elementor-widget elementor-widget-text-editor\" data-id=\"a6ec0bb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>You may be thinking: Of course, once you reach a certain level of awareness, you reach significantly more people, and they are prepared to spend a lot of money on joke articles. That&#8217;s true! But that should spur you on rather than discourage you! Psychological evidence shows that our attention is focused on something that captivates us. That&#8217;s what stays in our minds: something that stands out amidst all the information that reaches us every day.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a40159a elementor-widget elementor-widget-heading\" data-id=\"a40159a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"What_exactly_is_%22attention%22\"><\/span>What exactly is \"attention\"?<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-36f3101 elementor-widget elementor-widget-text-editor\" data-id=\"36f3101\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Be noticed! Stay in people&#8217;s minds &#8211; stand out! <\/strong><\/p><p>According to studies, we are bombarded with 3,000 to 6,000 advertising messages a day, sometimes even more. The result: a kind of &#8220;advertising blindness&#8221;, a fading out of certain content. So your goal should be to ensure that your advertising continues to be noticed. How do you achieve this?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-302252b elementor-widget elementor-widget-heading\" data-id=\"302252b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"Media_presence\"><\/span>(Media) presence<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34afcf5 elementor-widget elementor-widget-text-editor\" data-id=\"34afcf5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Unlike money, attention is a fleeting resource. A Z-list celebrity who attracted attention several years ago due to a scandal, but who is not heard from again for a long time, is forgotten. Someone who is on everyone&#8217;s lips is not so easily overlooked. Take Britney Spears: although she hasn&#8217;t written a hit song for some time, everyone remembers her. We intuitively associate the singer not only with her musical achievements, but also with a number of escapades. So it&#8217;s not just about content, but about being noticed.<\/p><p>Do you remember the legendary campaigns sponsored by Red Bull, for example? Of course you do! Extreme sport at its best: the man who jumped out of the stratosphere with a parachute. That&#8217;s attention!<\/p><p>It&#8217;s about being present. It doesn&#8217;t always have to be a big bang, we don&#8217;t have to shout out into the world with trumpets and fanfares every day, but if we are constantly there, then we will be noticed.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-afab887 elementor-widget elementor-widget-heading\" data-id=\"afab887\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"Enthusiasm_and_scandal\"><\/span>Enthusiasm and scandal<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a67fa50 elementor-widget elementor-widget-text-editor\" data-id=\"a67fa50\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Of course, there are different ways and possibilities of perception. We have a company in mind because it inspires us with new innovations: higher, faster, further. Or because we are convinced of its unique quality. That would be a form of positive attention. True fan groups form around companies. &#8220;Apple&#8221; or &#8220;non-Apple&#8221;? The company polarizes the masses: Users are enthusiastic about the products and are prepared to defend this point of view against others. Discussions, points of contention or a kind of &#8220;fan culture&#8221; help to keep people talking.<\/p><p>But there is another way. Just recently at H&amp;M: a picture of a colored boy in a sweater with the inscription &#8220;Coolest monkey in the jungle&#8221; in the online store. This caused a strong reaction. The accusations: it&#8217;s racist and serves a prejudice! Coincidence or not? In any case, the fashion chain&#8217;s &#8220;marketing fail&#8221; is attracting a lot of attention &#8211; in this case negative.<\/p><p>Being respected, recognized, appreciated or simply noticed are all forms of attention.<\/p><p>Your goal: to win as much of users&#8217; scarce time as possible for yourself.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-17bb688 elementor-position-inline-start elementor-view-default elementor-mobile-position-block-start elementor-widget elementor-widget-icon-box\" data-id=\"17bb688\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-box-wrapper\">\n\n\t\t\t\t\t\t<div class=\"elementor-icon-box-icon\">\n\t\t\t\t<span  class=\"elementor-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" width=\"512\" height=\"512\" x=\"0\" y=\"0\" viewBox=\"0 0 682.667 682.667\" style=\"enable-background:new 0 0 512 512\" xml:space=\"preserve\"><g><defs><clipPath id=\"a\" clipPathUnits=\"userSpaceOnUse\"><path d=\"M0 512h512V0H0Z\" fill=\"#fc7a7a\" opacity=\"1\" data-original=\"#000000\"><\/path><\/clipPath><\/defs><g clip-path=\"url(#a)\" transform=\"matrix(1.33333 0 0 -1.33333 0 682.667)\"><path d=\"M0 0c0-126.551-102.59-229.141-229.141-229.141-126.55 0-229.14 102.59-229.14 229.141 0 126.551 102.59 229.141 229.14 229.141C-102.59 229.141 0 126.551 0 0Z\" style=\"stroke-width:15;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:516, 35, 600, 0;stroke-dashoffset:0;stroke-opacity:1\" transform=\"translate(465.781 236.64)\" fill=\"none\" stroke=\"#fc7a7a\" stroke-width=\"15\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\" stroke-dasharray=\"516, 35, 600, 0\" stroke-dashoffset=\"0\" stroke-opacity=\"\" data-original=\"#000000\" opacity=\"1\"><\/path><path d=\"M0 0c91.617 0 166.154 74.537 166.154 166.154 0 91.617-74.537 166.154-166.154 166.154-91.617 0-166.154-74.537-166.154-166.154C-166.154 74.537-91.617 0 0 0Z\" style=\"stroke-width:15;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:227, 35, 600, 0;stroke-dashoffset:0;stroke-opacity:1\" transform=\"translate(236.64 70.487)\" fill=\"none\" stroke=\"#fc7a7a\" stroke-width=\"15\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\" stroke-dasharray=\"227, 35, 600, 0\" stroke-dashoffset=\"0\" stroke-opacity=\"\" data-original=\"#000000\" opacity=\"1\"><\/path><path d=\"M0 0c-56.886 0-103.167 46.281-103.167 103.167 0 56.887 46.281 103.168 103.167 103.168 56.887 0 103.168-46.281 103.168-103.168C103.168 46.281 56.887 0 0 0Z\" style=\"stroke-width:15;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" transform=\"translate(236.64 133.473)\" fill=\"none\" stroke=\"#fc7a7a\" stroke-width=\"15\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\" stroke-dasharray=\"none\" stroke-opacity=\"\" data-original=\"#000000\" opacity=\"1\"><\/path><path d=\"M0 0c-22.155 0-40.181 18.025-40.181 40.181S-22.155 80.362 0 80.362c22.155 0 40.182-18.025 40.182-40.181S22.155 0 0 0Z\" style=\"stroke-width:15;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" transform=\"translate(236.64 196.46)\" fill=\"none\" stroke=\"#fc7a7a\" stroke-width=\"15\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\" stroke-dasharray=\"none\" stroke-opacity=\"\" data-original=\"#000000\" opacity=\"1\"><\/path><path d=\"m0 0 250.398 250.398\" style=\"stroke-width:15;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" transform=\"translate(236.64 236.64)\" fill=\"none\" stroke=\"#fc7a7a\" stroke-width=\"15\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\" stroke-dasharray=\"none\" stroke-opacity=\"\" data-original=\"#000000\" opacity=\"1\"><\/path><path d=\"m0 0-50.269-50.268a10.643 10.643 0 0 1-3.096-8.194l2.911-46.381L8.77-45.619 6.05-2.287C5.858.762 2.16 2.16 0 0Z\" style=\"stroke-width:15;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" transform=\"translate(449.066 503.455)\" fill=\"none\" stroke=\"#fc7a7a\" stroke-width=\"15\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\" stroke-dasharray=\"none\" stroke-opacity=\"\" data-original=\"#000000\" opacity=\"1\"><\/path><path d=\"m0 0-50.268-50.268a10.646 10.646 0 0 0-8.194-3.097l-46.381 2.911L-45.619 8.77l43.332-2.72C.763 5.859 2.16 2.16 0 0Z\" style=\"stroke-width:15;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" transform=\"translate(503.455 449.066)\" fill=\"none\" stroke=\"#fc7a7a\" stroke-width=\"15\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\" stroke-dasharray=\"none\" stroke-opacity=\"\" data-original=\"#000000\" opacity=\"1\"><\/path><\/g><\/g><\/svg>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\n\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-icon-box-title\"><span class=\"ez-toc-section\" id=\"Your_goal\"><\/span>\n\t\t\t\t\t\t<span  >\n\t\t\t\t\t\t\tYour goal:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\tWin as much of the users' scarce time as possible for yourself.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a12034 elementor-widget elementor-widget-image\" data-id=\"1a12034\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/iStock-458467737HM-1024x683-1.jpg\" class=\"attachment-large size-large wp-image-34257\" alt=\"\" srcset=\"https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/iStock-458467737HM-1024x683-1.jpg 1024w, https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/iStock-458467737HM-1024x683-1-300x200.jpg 300w, https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/iStock-458467737HM-1024x683-1-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">The company only recently attracted attention with a scandal.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-191dfe8 elementor-widget elementor-widget-heading\" data-id=\"191dfe8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"So_if_our_currency_is_users_time_and_attention_where_can_we_achieve_the_greatest_possible_impact\"><\/span>So if our currency is users' time and attention, where can we achieve the greatest possible impact?<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7156307 elementor-widget elementor-widget-text-editor\" data-id=\"7156307\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Which media can we use to reach many people with our messages?<\/p><p>Billions of people use <a href=\"https:\/\/leadpeak.me\/magazin\/seo-marketing\/\">social networks<\/a> such as Facebook every day to create or share posts. Every sender is a potential recipient and vice versa. It is precisely this social network phenomenon that can be used for marketing purposes. This means that anyone who notices you can also pass this on to others. The more people &#8220;know&#8221; you on social networks, the greater your potential reach.<\/p><p>The high number of users in social networks makes them the ideal tool for drawing attention to you through targeted campaigns.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d1f3cf0 elementor-widget elementor-widget-image\" data-id=\"d1f3cf0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/iStock-913642186Bots-1024x683-1.jpg\" class=\"attachment-large size-large wp-image-34258\" alt=\"\" srcset=\"https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/iStock-913642186Bots-1024x683-1.jpg 1024w, https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/iStock-913642186Bots-1024x683-1-300x200.jpg 300w, https:\/\/leadpeak.me\/wp-content\/uploads\/2024\/03\/iStock-913642186Bots-1024x683-1-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Attention as a usable resource that needs to be increased.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e0736d elementor-widget elementor-widget-text-editor\" data-id=\"8e0736d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>How can we do this? In contrast to previous forms of communication, contact between business and customer is much less personal in the digital age. It is therefore important to offer users something. Psychologists show: We want attention from those to whom we give our attention. So it&#8217;s a matter of give and take!<\/p><p>People&#8217;s time is short and their attention span is only around 8 seconds. After that, most people&#8217;s thoughts wander. The average time spent on a website is around 10 to 20 seconds. On appealing pages it is several minutes. It is therefore important to retain the user&#8217;s attention.<\/p><p>An example of this implementation: Short videos can contain funny, informative or unusual content and thus inspire the <a href=\"https:\/\/leadpeak.me\/magazin\/benutzerfreundlichkeit-und-usability\/\">viewer<\/a>. They spend more time on your site and engage with it.<\/p><p>So in order to attract attention, we must always remember to give something back. Acknowledge and recognize your users, provide them with a benefit. You can tell stories, break rules, do extraordinary things &#8211; get creative.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-009edba elementor-widget elementor-widget-heading\" data-id=\"009edba\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-17d4e68 elementor-widget elementor-widget-text-editor\" data-id=\"17d4e68\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>In a world of a veritable flood of information and knowledge, it is important to view attention as a kind of currency. Users&#8217; time is valuable, so we want to try and claim as much of this time as possible for ourselves.<\/p><p>This can be achieved using various marketing strategies that evolve and change as technology progresses.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-64ce045 elementor-widget elementor-widget-text-editor\" data-id=\"64ce045\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>It&#8217;s about being present and giving something back to users in order to reach them. Their time and attention is our currency. <\/strong><\/p><p><strong>This is what we strive for and what brings us a step closer to our goal in the battle for attention.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>About flamethrowers and attention Information, images, noise, news, advertising and music. Our brains are confronted with all this content and stimuli in just a few minutes on the internet. The world we live in today is like a flood of sensory impressions.Our everyday lives are also characterized by a fast pace. Work, household chores, the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":34354,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"none","_seopress_titles_title":"Attention economy: Flamethrowers as a marketing gag","_seopress_titles_desc":"Find out how an abundance of information and media influences our attention. The new currency: attention. Elon Musk and the flamethrower trend.  ","_seopress_robots_index":"","footnotes":""},"categories":[36],"tags":[],"test":[],"class_list":["post-34491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/posts\/34491","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/comments?post=34491"}],"version-history":[{"count":7,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/posts\/34491\/revisions"}],"predecessor-version":[{"id":37321,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/posts\/34491\/revisions\/37321"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/media\/34354"}],"wp:attachment":[{"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/media?parent=34491"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/categories?post=34491"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/tags?post=34491"},{"taxonomy":"test","embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/test?post=34491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}