The web is experiencing great change, transforming the ways in which we consume and share content. More content will be created in the next year than in all of history. The seemingly unlimited amount of content at our fingertips is in a fierce competition for our rather limited attention. Because we are now able to filter out the content that is not relevant to our lives, advertisers are scrambling for the best ways to capture our attention. In On! The Future of Now, Nokia’s Craig Hepburn dives into the implications of attention economy, where he points out that human nature and trust remain unchanged. Craig explains:
“As content and information becomes increasingly abundant and immediately available, attention becomes the determining factor with regard to whether information is consumed or not, and entrepreneurs and businesses that understand this will be the ones that win.”
As brands look for ways to place their content in front of an engaged audience, influencer marketing and brand communities are becoming hot topics in the marketing world. Though there is software that delivers content to relevant audiences- the human element is still critical for a customer to connect with a brand. In his chapter, Craig explores the need for better metrics around influencer marketing and how social advertising is poised to revolutionize the industry.
*This post is part of a series highlighting personal stories and key themes from our new book, On! The Future of Now. Order your copy of On! The Future of now here. Proceeds to support Charity: Water.
About Craig Hepburn
Craig is Global Director of Digital & Social Media at Nokia, responsible for leading a world class digital and social media team. Craig was voted as one of the UK’s rising stars in the digital marketing sector by Revolution Magazine, shortlisted for digital person of the year by the DADI awards and contributes to many publications on social media and digital marketing. Learn more about Craig Hepburn on Twitter, @craighepburn.
About On! The Future of Now
Published in partnership with Nokia and curated by Toby Daniels and Craig Hepburn, On! The Future of Now is a collection of essays and personal stories from leading thinkers, including best-selling author and entrepreneur Seth Godin; Cindy Gallop, founder of Make Love Not Porn; Jonah Peretti, founder and CEO of BuzzFeed and Leah Busque, founder of TaskRabbit. On! The Future of Now is available in eBook and paperback. To buy the book and support Charity: Water, click here.