Tag Archives : Strategy


Minecraft’s Winning Social Strategy 8

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I’ve got some quick questions for loyal Marcana readers.
Which popular independent video game focused on mining and building sold over 500,000 copies?
What was the size of its budget for marketing and advertising?
The answer to the first question is Minecraft. The answer to the second is $0.
By any measure, Minecraft – a simple, independent game mostly […]


Spread Your Social Capital 15

The notion of scarcity is the primary obstacle in a recession, and at the same time, its antidote, sharing of capital, is social media’s primary strength and modus operandi. Put simply, the way up is from here.

Share the social media wealth.

Going Native 4

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The web has a complex human geography. While many people may hang out on the same website – like Facebook – they don’t necessarily all take part in the same social groups. They won’t even necessarily use the same names or identities in each social context.
When you’re conducting customer research or trying to drive new […]


Are You a Flash in the Pan? 7

Is your new widget or manual the next big thing? How long will that last? Then what? Dreaming ahead can be a great way to save yourself heartache and burnout. Visualize how your product can become an unending proposition, not a flash in the pan.


Attention is Expensive – Part I 5

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Blogging for your business is foundational to any online marketing effort.
But it’s not enough to drive the kind of broad-based, continual attention that’s necessary to drive business in a predictable fashion.
The web enables all businesses to run their own media channels. It’s possible for a single blog post to spread farther than a New York […]


Facebook Angst 1

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You knew it would happen. The day all your “cool” friends from back in the day discover Facebook and actually jump on board. Now what?
If you’re smart, you won’t become a different person or go back in time, but keep being true to whatever is right about you now and keep building on what is […]


Stunt Vs. Vision 4

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Everyone has a trick. That correlates to views in social media often enough. Awesome. But where does it lead after the trick is done?
Some companies make a stunt into their vision by riding a commercial gimmick into the sunset and grabbing all the business they can along the way. Little Caesar’s tried that in the […]

Price leaves a brand only one leg left to stand on.

Inception Marketing 4

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In Inception, the protagonists seek to use high technology to manipulate the subconscious minds of their targets by creating believable dreams.
Internet marketers lack the invasive and advanced ability to actually invade someone’s brain yet, but the film illustrates a basic concept of marketing as old as modern commerce itself.
The main subplot centers around a single, seemingly intractable […]