We have officially transitioned from the information economy to the attention economy.
The Information Economy has significantly transformed B2B business, driving a shift towards data-driven decision-making and digital transactions. In this paradigm, companies leverage information and communication technologies (ICT) to streamline business.
The Attention Economy has profoundly impacted B2B business, transforming companies' engagement with clients and prospects. In this new paradigm, marketers face the challenge of capturing and retaining the scarce attention of decision-makers amidst an overwhelming flood of information.
The main difference between the email inbox and the postal inbox is often looked at as cost. It can cost pennies to send to either. Email costs a fraction of a cent to send, while it costs 50¢ to 70¢ to send a postcard. Email tends to have a 20-40% deliverability. But, if you have the correct mailing address for somebody's postal box, you have a 90% or greater deliverability, which is 2-4 times more successful than email.
We are seeing an increase in companies scrubbing their client data. What I mean is that they are looking at their CRM or accounting data and copying and filtering in spreadsheets (by the way, my company does that for them).
The art of getting personal is going to become more of a norm than being part of the “AI Machine.” Automation is great at some things but not at developing relationships.