[LISTEN] Masterclass: The Attention Economy

The rapid speed at which our world, culture and communication has changed, due to things like mobile and online connectivity, has changed the way attention economy is viewed.

While there is a view that attention is a depletable resource, CEO And Founder at Ignitive Ad Agency Muzi Kuzwayo has a different take on it.

He defines it as a reward of how well you have done and cannot be measured in terms of time. Khuzwayo explains the attention economy in emerging markets.

A good example is children's movies, children are honest with their attention - they will sit there for 90 minutes and watch that movie. If they are uninterested they will walk away and sometimes they will go off and watch the movie many many times.

Muzi Kuzwayo, CEO/founder - Ignitive Ad Agency

Attention is a reward of how well you have done, it cannot be measured in terms of time or the number of times somebody has looked at their phone.

Muzi Kuzwayo, CEO/founder - Ignitive Ad Agency

We do it all the time in commercials and marketing...you don't have to get everybody to like you, just enough people to like you but you have got engage them and reward them when they are engaged.

Muzi Kuzwayo, CEO/founder - Ignitive Ad Agency

Click on the link below to hear the full masterclass....


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