Managing Attention in the 21st Century: Strategies to Attract and Retain Customers inInformation-Saturated Markets
Managing Attention in the 21st Century: Strategies to Attract and Retain Customers inInformation-Saturated Markets
DOI:
https://doi.org/10.51473/rcmos.v1i2.2024.1478Keywords:
attention economy; experience marketing; mental availability; saliency; customer retention.Abstract
In hyperconnected markets, attention has become the limiting resource for value creation: there is an excess of messages and a deficit of cognitive capacity to process them. This article proposes a framework for managing attention capital that integrates theories from the attention economy and experience marketing with evidence from cognitive psychology and behavioral science, guiding decisions on the capture, retention, and conversion of attention throughout the customer relationship cycle. We argue that attention should be treated as a stock (predispositions, brand memory, trust) fueled by flows (qualified exposure, meaningful engagement, memorable experiences), governed by standardized metrics of mental availability, attentional acquisition cost, and attention-adjusted lifetime value. By articulating value narratives with experience design and proof mechanisms (experiments and incremental tests), we show how companies can reduce informational noise, increase saliency, and build loyalty based on experience, not friction (SIMON, 1971; PINE; GILMORE, 2011; KAHNEMAN, 2011; DAVENPORT; BECK, 2001; SHARP, 2010).
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Copyright (c) 2024 Vinicius Rodrigues Ferreira (Autor)
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