The capturing and retention of customer attention is an increasingly difficult task that is breeding different types of new marketing technique and practice. In an age of impatience and shortening attention spans, increases in the number of communications channels, and the vast availability of information, the impact of traditional mass marketing has, to some extent, been undermined. Attention grabbing is much more difficult than it used to be; attention holding is even more difficult. We are now in the age of customer attention deficit and new techniques that can gain and hold attention need to be developed. Modern-day users of digital information are faced with a paradox: they are overloaded with information, but are unable to absorb and classify it. Yet, in aggregate, they continue to generate even more for other users. This places a higher premium than ever on the marketers' ability to gain attention. Attention has become a key source of value in the economy of the Information Age. The proponents of the Attention Economy argue that attention is a scarce resource, and therefore has and will increase in economic value. It is causing increasingly creative and outlandish marketing campaigns.