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Parasitic Marketing

(Par-a-site) n. 1.  An organism that grows, feeds, and is sheltered on or in a different organism while contributing nothing to the survival of its host. Fill a need. Position accordingly. Profit. It’s that simple. Parasites do this better then anyone. They fill holes in a product and in turn leverage that product’s popularity to…
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What is Geolocation’s Endgame?

Want to confuse someone? Start talking about the importance of geotargeting, user profiles and predictive data modeling. Now ask them if they’ve checked into Foursquare yet. Geolocation is hot. As in, $150-million-dollars hot. Why shouldn’t it be? It blends mobile, contextual information, gaming and serendipity into a relevant experience, enabling users to change their behavior…
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Gaming Mechanics: The Illusion of Openness

Video games used to be fairly straightforward: a world to save, a princess to rescue or finding a piece of fruit. However, as consumers’ tastes evolved? The games have kept pace and have exceeded the limits of what was thought to be  previously impossible. Today’s games are largely “sandbox” based meaning that they have a…
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The Arrogance of Creation

Is creation the pinnacle of achievement? The success and failure of industry is based on this idea. Think about all that it takes to build something: an idea, a plan, people and resources to execute and the budget/organization to make sure it all happens. Once you have created said product you would either put it…
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Steal this Idea

What is originality? Intellectual property and what it constitutes is an interesting discussion these days. What restrictions should be placed on ideas? Not the lawyer’s definition, but the layman’s. Most marketers are of the mindset that stealing is not only sanctioned but should be rewarded. This shift in thinking did not come easily and has…
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Context is King

The web of intent is coming. Want to confuse someone? Start talking about the importance of localized databases and the aggregate collection of data from a wide variety of users. Huh? We are shifting into our new reality; a reality built from our own contextual input, from both a virtual and analog perspective. The world…
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Cloud Marketing

Cloud Marketing

Content without walls. Platform and channel independence. That’s the killer app of the content marketing world. We’re looking for content that can live in any environment and not only survive but prosper. Technology per usual is ahead of marketing. The buzz word of the last five years has been “cloud computing”. “We’re all in.“ Cloud…
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Why People Hate Your Viral Marketing

  Viral marketing doesn’t exist unless your content actually goes viral. This is contrary to what countless advertising, production or guerrilla marketing companies will tell you. (Sorry guys.) When a piece of marketing does go viral? It will either burn out fast and furious or enjoy infamy and adulation from its many fans. What separates…
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Do Meta Approaches Work?

  Self-awareness is tricky, especially in pop culture. It creates both paradoxes and unique challenges for content creators. Is total originality a dying art? After all, even “new” television and movie media make constant use of cultural references to drive home a point. (Think Family Guy.) Originality isn’t dead. It has just evolved beyond simple…
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Engaging the Voyeurs

“90-9-1” One of my favorite statistics about communities is the one above which refers to the level of engagement in most online communities. The user break down of the statistic looks like this: 90% lurk, 9% contribute from time to time and 1% are heavily active (or 1% Creators, 9% Editors and 90% Audience). This…
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