About

The Attention Project, is a brand new online project by Mike Parker looking at the current attention economy and trying to carve out its own space.

First I’ll tell you a little bit about me, then I’ll explain a little more about the project.

I’m a 30 something web guy. I’ve tried to be a little more specific than that but I just couldn’t find a single pigeon hole to sit in. I can tell you where I work though, I’m a partner at Orange Bus, an innovative web design and digital strategy company. I’m a busy guy with a family, dogs and a great business to help run, and now this project too.

This Project

Working as a client focussed web company, we’re continually asked about SEO. In fact you can switch the term SEO for “Google”, because that’s always the focus. “How can you help us climb to the top of Google?”

I’d say that’s almost always the wrong question. Really their goal isn’t to be at the top of Google, their real goal is to attract and keep the attention of their target audience.

So instead of the focus being on Google, the focus should be on creating great content, delivering a great service, or plain and simply being remarkable. That’s what this project aims to look at, what steps can we take to deliver real value to our audience and how can we measure that.

Day 21: Dec 28 It's the small things that make the biggest difference

I looked over the shoulder of my fiance to see just what it was she was doing on my laptop. I hadn’t expected to see anything interesting, as I knew she was looking over women’s fashion pages. But there it was, a very small thing making a huge difference to her online fashion experience, and very soon after that, my bank balance.

What was it you ask? Over at ASOS – they weren’t just showing pictures of the garments. They were showing small video catwalk snippets of attractive women wearing the items, set to the kind of music that my fiance finds appealing. And in that moment I could see why that was so much better than what most online fashion stores are offering. Usually if you’re lucky some well taken static shots.

Over at Orange Bus we’re putting the finishing touches to an online fashion store. When the client came to us they were just planning on being another fashion outpost, but a little bit of digging found a passion for denim. We’re helping them to push that knowledge, create their own little niche, and prevent them from being just another online fashion store. We’ve helped them to be different!

What small changes could you make that would make your offering that much different?

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