Our book this month is called Day Trading Attention: How to actually build brand and sales in the new social media world by Gary Vaynerchuck, the CEO of Vayner Media. Gary is well known as a keynote speaker in the world of marketing. His YouTube and social media following is massive. 

Gary’s thesis is that in order for your marketing message to be received, you need to be using channels that are in your customers field of view. If your customer is not looking in the direction of your message, then there is no way for your message to be received.

All of the various channels have different costs associated with them. Some are going to be overpriced and may still reach the target audience.  But then there are avenues that are underpriced.

It used to be that business was local and that your zip code mattered.  But today what matters more is your browser history as a reflection of what interests you. 

The world of social media was centred around who you connected with and today social media algorithms are increasingly giving weight to what interests you.