ATTENTION ECONOMY

The marketing currency that’s far more valuable than money

By our African Marketing Confederation News Team | 2025

Why attention is the ultimate currency in a world of endless distractions – and how to make it work for your brand.

In today’s fast-paced digital landscape, where billions of pieces of content compete for our collective focus every second, attention has emerged as the most valuable resource. 

Photo by Fauxels from Pexels

Businesses, creators and platforms are in a relentless race to capture and hold this fleeting asset. But why has attention become the greatest currency, and how can businesses effectively leverage it?  

 

The value of attention  

 

Attention drives decision-making. Every click, view and engagement signals interest, intent, or potential action. Unlike traditional currencies, attention isn’t stored or saved; it’s spent in real time and is in limited supply.  

 

In the digital economy, platforms such as Facebook, Google and TikTok thrive not because of their content but because they control massive amounts of user attention. Advertisers are willing to pay a premium to access these audiences, making attention a commodity with direct monetary value.  

 

The attention economy  

 

The term ‘attention economy’ refers to the marketplace where human focus is traded. In this economy, success is measured by how much attention you can attract and sustain. Companies like Netflix and YouTube compete not just against their direct rivals but against any activity that takes your eyes away from their platforms – even sleep, as Netflix’s CEO once famously quipped.  

 

Strategies to win the attention game: 

 

  • Be authentic: Audiences crave authenticity. Share genuine stories and messages that resonate emotionally to stand out in a sea of polished but impersonal content.  

 

  • Leverage personalisation: Hyper-personalised content – tailored emails, ads or recommendations – shows your audience that you understand their unique needs.  

 

  • Focus on value: Content that entertains, educates or solves a problem is far more likely to grab and hold attention.  

 

  • Optimise for platforms: Each platform has its nuances. What works on Instagram might not work on LinkedIn. Tailor your strategy to fit where your audience spends their time.  

 

  • Create shareable content: Word of mouth remains a powerful force. By crafting content that people want to share, you amplify your reach organically. 

You can read more about the attention economy in the latest issue (Issue 1 2025) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation (AMC). Read or download the Digital Edition here. A Print Edition is also available. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.