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Paying Attention

John Hagel, independent consultant and author of Net Gain, Net Worth and The Only Sustainable Edge (with John Seely Brown), on the new scarcity: attention. The fact that we each only have 24 hours in each day and must decide how to allocate this attention across an expanding array of options competing for that attention. How do you change the way you communicate in an attention-scarce economy? [Duration: 17:50 min. This audio is from the CMO Summit in New York 2006-06-08.]


A download of this podcast from the 2006 Innovative Marketing conference, co-sponsored by Columbia Business School is available here.

You can read more from John Hagel about the attention economy here in his blog.

Social Media Attract Greater Attention

Carol Krol from BtoBOnline on blogs and other forms of social media are attracting more notice among business marketers:

“Novell said it currently has three strategic blogs: PR Blog, CTO Blog and CMO Blog, in addition to numerous employee blogs. The blogs enable Novell to converse with the external world, and that means both positive and negative feedback comes through (…)”

Should Small Businesses Care About Web 2.0 Marketing?

In his Marketing Excellence Blog Eric Kintz share trends through examples of small businesses that have been the first to capitalize on web 2.0 and have reaped early benefits:

  • Trend #1: Establish a blog as your primary web presence
  • Trend #2: Take advantage of emerging hyper local blogs
  • Trend #3: Use web 2.0 marketing to market to bloggers
  • Trend #4: Leverage emerging web 2.0 advertising platforms
  • Trend #5: explore emerging audio and video marketing (podcasting and vloging)

The Coming Software Shakeup

strategy + business on the future of enterprise software by Mitch Rosenbleeth, Corrie DeCamp, and Stephen Chen:

The Coming Software Shakeup

“Five years ago, 11 companies controlled 90 percent of the database market; now only six do. In business applications, the trend is even more pronounced: Seventy percent of the market is now controlled by just 35 companies, compared with more than 120 companies in 2000.

About 25 percent of software is already sold by subscription; that ´s likely to increase to more than 50 percent in the next four years. This approach will also speed acceptance of software as a service, which lets customers access programs via the Web and pay only for the amount of time that they use the software.”