Mayer to Location: Big.

Today I was in a meeting with a number of consultants to a very large technology company. Their job: market research, essentially. They called to ask me my thoughts on the media and technology world, in particular as it might play out in the next five or so years….

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Today I was in a meeting with a number of consultants to a very large technology company. Their job: market research, essentially. They called to ask me my thoughts on the media and technology world, in particular as it might play out in the next five or so years. They were responsible for helping the Fortune 50 company navigate an increasingly complicated world.

I love these kind of free association tasks, because while it’s not easy to be right, it’s also pretty easy to not be wrong if the questions are smart. I’ve been a student of technology cycles for a couple of decades, and often times what’s directly in front of you is, in fact, the next big thing.

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Currency

I'm very proud of a new platform launched today by American Express: Currency. Sometimes when a brand embraces the concept of truly being a publisher, they align with strong voices around the web, underwriting existing properties and helping them create new sections or services. But every once in a…

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I’m very proud of a new platform launched today by American Express: Currency. Sometimes when a brand embraces the concept of truly being a publisher, they align with strong voices around the web, underwriting existing properties and helping them create new sections or services. But every once in a while, a brand realizes that its marketing goals align with a very real need in the marketplace, one that for whatever reason hasn’t been addressed. That’s how Currency came to be.

Yes, Currency is an ongoing FM partnership, just as Open Forum is, but this one is a bit different – it’s for young adults just starting to grapple with financial issues (I wish it existed when I got out of college), and it’s got a lot of social media chops, including a game (called Social Currency natch) built on top of Foursquare that helps you track purchases. It also features tons of coursework to help folks get smart on important money matters, and everything – from reading an article to completing a course to checking into purchases – earns you Currency points.

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Google Instant: The Headlines and Quick Takes

Google today introduced what many are calling a major evolution in search interface today, sparking a landslide of commentary about the impact on SEO, mobile, competitors, search share, revenue, you name it. It's a lot to digest, and as much as I'd like to have a definitive statement on…

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Google today introduced what many are calling a major evolution in search interface today, sparking a landslide of commentary about the impact on SEO, mobile, competitors, search share, revenue, you name it.

It’s a lot to digest, and as much as I’d like to have a definitive statement on Google’s move to “instant search,” I don’t. Yet. I prefer to use it for a while, and think on it a bit more. I will admit that my initial response is more “meh” than “WOW!” – but then, I can’t really back that up. In the main, I think any major shift in search interface that is still predicated on typing inside a command line is most likely not going to change things much.

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That Was Fast: TellApart Implements A Searchblog Suggestion

Earlier this week I mused out loud about retargeting, suggesting that perhaps it's time for marketers to not just chase folks around the web in hopes they might irritate us into submission, but rather offer us the chance to politely say "Not right now, thanks." One of Searchblog's readers…

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Earlier this week I mused out loud about retargeting, suggesting that perhaps it’s time for marketers to not just chase folks around the web in hopes they might irritate us into submission, but rather offer us the chance to politely say “Not right now, thanks.”

One of Searchblog’s readers turned out to be Josh McFarland, CEO of remarketing startup TellApart. He marshalled his team and within 24 hours had a working prototype integrated into his service. Here’s how it works, in his words:

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Ping: “Facebook and Twitter meet iTunes” Except…

…as far as I can tell, they in fact don't ever meet. You can't leverage your networks on Facebook and Twitter in Ping. It's another closed Apple system, another Apple universe in a gilded gift box. It's not that Apple hates the web, it's just that Apple is better…

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…as far as I can tell, they in fact don’t ever meet. You can’t leverage your networks on Facebook and Twitter in Ping. It’s another closed Apple system, another Apple universe in a gilded gift box.

It’s not that Apple hates the web, it’s just that Apple is better than the web. Apple doesn’t need it. It seems Apple has it all figured out.

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On Retargeting: Fix The Conversation

The New York Times published a story on the practice of retargeting today, entitled "Retargeting Ads Follow Surfers to Other Sites." While not nearly as presumptively negative as the WSJ series on marketing and data, it's telling that the story is slugged with "adstalk" in the URL. Journalists and editors…

The New York Times published a story on the practice of retargeting today, entitled “Retargeting Ads Follow Surfers to Other Sites.” While not nearly as presumptively negative as the WSJ series on marketing and data, it’s telling that the story is slugged with “adstalk” in the URL. Journalists and editors generally dislike and mistrust advertisers – I know, because I am both an editor and a journalist, I’ve worked at places like the Times, and only after studying the business of media for several years (and starting a few companies to boot) have I come around to a more nuanced point of view. We can’t expect every editor to do the same.

But maybe I have an idea that can help.

As the Time piece admits, retargeting is not new. What seems new, the article concludes, is how much the practice has increased, to the point where people feel like they are being “stalked” around the web, often in a fashion that “just feels creepy.”

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Publishers, Marketers, and the Gap Scenario

A while back I wrote a post titled "The Gap Scenario." In it I outlined one (of many) scenarios that I imagined would become pretty commonplace as location based services, search, and social merged into a retail setting. Today's news (Business Insider) that publisher Daily Candy has created an Android…

mindthegap.pngA while back I wrote a post titled “The Gap Scenario.” In it I outlined one (of many) scenarios that I imagined would become pretty commonplace as location based services, search, and social merged into a retail setting.

Today’s news (Business Insider) that publisher Daily Candy has created an Android app that sends users articles when they are near “current local happenings” such as designer sales, spas, and concerts got me thinking about this scenario once again.

The app monitors where you might be in the background, then matches content, and one must assume, eventually, offers. It works only in New York for now, but more cities are expected.

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The Facebook App Economy: Revival Time?

Who remembers the utter gold rush that was the Facebook Platform back in 2007, back when everyone, and honestly, really, EVERYONE, in the industry was busy answering the question "What's Your Facebook Platform strategy?" Well I sure do. At FM, we had meetings to address this question, meetings driven…

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Who remembers the utter gold rush that was the Facebook Platform back in 2007, back when everyone, and honestly, really, EVERYONE, in the industry was busy answering the question “What’s Your Facebook Platform strategy?”

Well I sure do. At FM, we had meetings to address this question, meetings driven by me, by my staff and my senior executives, and of course, by our investors, who were asking the same question of every portfolio company they had. (And…do you believe…when Facebook launched Platform, it only had 20mm users?!)

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