The marketplace for attention of an individual’s mind or eyes. Term coined by Nobel Laureate Herbert A. Simon.

1) Attention is digital. The digital habitat provides more points of choice through the introduction of surfing, changing, and skipping. In the past, people were limited to listening to only one station or watching only one billboard on their way to work. However, with digital attention, there are more opportunities to catch someone surfing, changing, and skipping.

3) Automatic segmentation. Tracking is so easy making it easy to figure out what their current user base looks for and where companies should target. Helping them figure out, automatically:

• What kinds of content to make
• How long they should be/what kind
• Where they should be placed
• How they’re doing

Earned — Virility & Reputation

Paid — Paid ads, PR

Facebook (everyone knows and hates them)

Google (android in a year)

Apple (cookie tracking)

Physical ads

Radio stations

Let’s just talk about buying consumer data.

You’re either paying for raw information (for targeted ads) or paying for general insights.

From at least my understanding, there are three days to obtain data:

1. Data Brokers
2. Market Industry Research Reports
1. These are opt-in research reports
3. Direct consumer-opt in Data Companies
1. Like Pogo
4. You can also just host your own surveys.

Attention a commodity focused on one party to multiple.

Data is a commodity focused on an individual to a private group.

Data opt-in companies.

Social Networks.

Schools and Universities

Professional talent and individuals specifically sourced for insight, specifically.

It’s the ability to have individuals with specialized abilities OR attention becoming affiliated with you and your company.

The mobilization of a group.

Referral and reference-oriented companies. Job boards based on talent, rather than job.

“Access to talent” from fellowships like Thiel, Interact, and Contrary.

Shockingly, the #1 job amongst new-age consumers is as a corporate recruiter. Actually, 3/5 of young people’s favorite jobs are all people facing. Not technical.

Popular content = visibility to broad spectrum of individuals.

Talent coordination = access to a difficult few.

Earned media. Crisis management. Societal accountability through provided product/service.

85% of consumers expect for brands to solve societal issues. 69% want companies to be dependable.

64% of buyers put their trust in companies to be a reliable source of information.

No. People: Yellowpages Businesses: BBB

I’m still looking into this. Best thing I can find is the Edelman Trust Barometer

Testing people: With a person, there is a set criteria to which they will trust, that can be rules, morals, whatever they have to be important.

Testing trust: Fuck up. See if you have the space to keep going. It’s the consequence of mobilizing people. Dependency and relief after taking action.