Now Reading: Attention, not info, is now the new brand currency
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Attention, not info, is now the new brand currency
Marketing has moved from an information economy to an attention economy, where the biggest challenge is earning scarce consumer attention, not creating useful content. Viral content that interrupts scrolling or sparks curiosity…
The Story in Brief
Marketing has moved from an information economy to an attention economy, where the biggest challenge is earning scarce consumer attention, not creating useful content. Viral content that interrupts scrolling or sparks curiosity now travels farthest, as seen with an Instagram creator at Delhi's Jantar Mantar who gained over 500,000 followers in days, and a book containing only the word 'meow' that became a social media topic. Brands like Amul and Zomato are joining existing cultural conversations rather than broadcasting messages, as visibility itself becomes the primary product.
The Indian Opinion
The shift from information to attention is real, but Indian marketers must resist the lazy narrative that any viral moment is a brand win. The examples in this piece, from Jantar Mantar to a 'meow' book, show virality for its own sake, not lasting business value. Amul and Zomato join conversations smartly, but many confuse novelty with strategy. The real test is not how many stop scrolling, but how many remember the brand tomorrow. Is your content building shareability or just a fleeting pause?
Source: brandequity.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
