You Need To Captivate, Not Capture, Your Audience

(NOTE: I originally wrote this article in 2005 and was reminded of it this morning while surfing the net and dealing with autoplay videos. One more way that we try to capture, not captivate, the audience. And worse, they usually make them very hard to stop or turn off the sound. That little 'x' is so hard to tap, that you end up opening the brand website and I'll put money on the fact that their agency calls it a win. 

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5 Things Marketers Should Know But Usually Don’t

Marketing is often confused with promotion, but it’s more than that. As Peter Drucker put it, “the aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” In truth, marketing is about insights more than anything else.

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What Does the Facebook Experiment Teach Us?

I’m intrigued by the reaction that has unfolded around the Facebook “emotion contagion” study. (If you aren’t familiar with this, read this primer.) As others have pointed out, the practice of A/B testing content is quite common. And Facebook has a long history of experimenting on how it can influence people’s attitudes and practices, even in the realm of research. An earlier study showed that Facebook decisions could shape voters’ practices. But why is it that *this* study has sparked a firestorm?

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What Real Time Marketing Should Really Be

Back in 2009, I wrote a piece about failing to communicate and how an abundance of information creates a scarcity of information. I wrote back then:

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Native Advertising Isn't the Enemy—We Are

"We have met the enemy and he is us."


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Why Snapchat Is Valuable: It’s All About Attention

Most people who encounter a link to this post will never read beyond this paragraph. Heck, most people who encountered a link to this post didn’t click on the link to begin with. They simply saw the headline, took note that someone over 30 thinks that maybe Snapchat is important, and moved on to the next item in their Facebook/Twitter/RSS/you-name-it stream of media. And even if they did read it, I’ll never know it because they won’t comment or retweet or favorite this in any way.

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The Attention Economy Is Now the Location Economy

It's not all unicorns and rainbows in Silicon Valley these days. Already, voices are starting to grumble that it is The End of the Beginning for Silicon Valley, that Startups Are Boring, and that Facebook is the Last Great Company of the Desktop Age. And they’re right -- the wonderful burst of innovation that brought us companies like Facebook, Twitter, Foursquare, Zynga and Groupon is starting to run its course.

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The New Attention Economy: Texting During Surgery

Texting while driving was only the tip of the iceberg. As smart phones, tablets and other mobile gadgets make it possible to interact with tiny little screens wherever we go, they are also creating endless new ways to distract us from the real business at hand. Often, Facebook is just the more tempting option - and that may have serious consequences for society.

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Publicity and the Culture of Celebritization

In this month’s “Rolling Stone,” the magazine published an article called “Kiki Kannibal: The Girl Who Played With Fire”. The article tells the story of a 14-year-old teen in Florida who used MySpace to create a digital persona that attracted a lot of attention. An insecure and awkward teenager, Kirsten used MySpace to perform a confident, sexy persona named Kiki, sharing artistic photos that reveal a lot of skin.
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The Secret to Online Influence: Think Greek

  1. Guest Post by: Monica Shaw

People use the internet to find and share information: videos, articles, pictures, movie times, menus… you name it. We’re hungry for the stuff. But with so much information surging through cyberspace, it takes a really juicy bit of info to really grab our attention. Even then, the juiciest morsel needs to catch us at just the right moment in order to influence us.

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