Technology is driving human behavior at such a pace that it has surpassed content as a mass motivator. If you've ever worked with a hardware company, you know about the endless cycle of product innovations. Color? 3G? 3D? New features sell products and over the last decades we've seen that cycle get faster and faster.

Take mobile phones. They've been around for a while, starting off with portable phones that were literally just a phone in a bag. Then over the years devices got smaller and smaller without really adding features -- being small was the feature. Then the StarTac sort of won at smallness, and then new features started creeping in: SMS, color screen, camera, GPRS, 3G, Internet, GPS -- all interesting incremental features. And then a really cool thing happened when iPhone and later Android made their new smartphone platforms open to app developers: everything exploded. The features that technology companies kept packing in were finally at the fingertips of people with ideas of how to really utilize them.

Let's use augmented reality as an example. AR is an entire medium that has recently become possible at scale. AR isn't really anything new: it's been around since the early '90s in the aerospace industry (the Wikipedia entry on AR is pretty good). But it hasn't been until the last few years, when almost everyone seems to have a Webcam and a phone camera, that it's made any kind of sense to consider it as a mass medium. Last year we did a project for Esquire magazine that used AR not just for marketing, but as a major editorial component of the magazine. If you've got a newer iPhone, get the Yelp app and try out the "monocle" feature: it uses the GPS, compass and camera features to overlay Yelp entries on a live view from the camera. The company Layar has a mobile AR app that reportedly has been downloaded 2 million times. Almost every Android phone comes with Google Goggles, which is a powerful tool for analyzing images and searching the Web for information about them, from logos and architecture to  products. 

The app Foursquare is another example. Basically, you can "check in" at a location, broadcast this to your friends, see where your friends have checked in and, for all your work, you get points and badges. It's a good game built around going places and doing stuff, which people like. It's also really popular: Reportedly there are over a million check ins a day. That's a lot of people engaging in a behavior that, a year-and-a-half ago, didn't exist. Enough people are participating that a bunch of competitors have emerged, and existing sites like Yelp have copied the feature set. It's also enough people that "people who check in" is a pretty substantial demographic for marketers.  

Now, this was not actually a new idea -- the founders had previously made a similar application called Dodgeball that they later sold to Google, but it wasn't very popular. Not because it was a bad idea, but because Apple and Google and Blackberry, etc. hadn't yet put an Internet-enabled smartphone with global positioning in everyone's pocket (and made the hardware accessible to developers like the ones behind Foursquare). Suddenly, making an app about knowing where people are right now wasn't just a niche idea because advanced hardware and open systems had become ubiquitous. Basically, all this hardware drove us to the point where we could create a software experience that created a behavior that has scaled to a size that's big enough to be a sort of a mass medium in its own right. Crazy.

This is all real, right now. If technology is leading behavior, it makes sense to keep an eye on new features that are just reaching meaningful scale and think about what opportunities there are. Millions of Kindles and iPads have been sold. Reading books has gone digita,l but there is a completely untapped market for interactive books and other reading material. I've written here before about what the next generation of sales might be like on tablet computers: you'll be able to buy a new TV, one with apps on it, and will be able to plug it right into the Internet to look at Web videos or check the weather.

The pace of technology development is influencing our behavior, and quickly. Technology and digital media has been fragmenting our industry for the last decade, and those fragments are getting pretty damn big. Technology is now the leading indicator of where marketing is headed as we go from the age of mass media to the age of mass behavior. It's not the TV upfronts that are telling us what the kids will watch next, its SXSW, CES, E3 that's telling us what the kids will be doing next. 

-By Benjamin Palmer - Benjamin Palmer is co-founder and CEO of The Barbarian Group. He can be reached at benjamin@barbariangroup.com.

Ian Spector is the creator of Chuck Norris Facts. His latest book, Chuck Norris Cannot Be Stopped: 400 All-New Facts About the Man Who Knows Neither Fear Nor Mercy is now in bookstores everywhere. He is currently working on two startups and provides web strategy consulting services. Follow him on Twitter.

There’s a good chance that you’ve come across the word “meme” at some point or another in the past few years. It’s an arcane academic concept but at the same time it’s also one of those things that you can identify, but can’t describe easily. Richard Dawkins coined the phrase in an effort to help explain cultural evolution in his 1976 book, The Selfish Gene, where it’s defined as a shared element intended to be passed around within a culture, a societal analog to a gene. Everything from Tamagotchis to “That’s what she said” count as memes. On the Internet (), memes are more visible than ever before, and what’s more, they’re also serious business.

Now, even though it may not be immediately apparent, there are a number of universal qualities that all successful viral memes have in common.

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1. Content is Everything

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On the Internet, content is everything. It’s what will make or break a site. Why would anyone want to go to a website if there’s nothing interesting or entertaining to see? Visitors will flock to your creation so long as you consistently feed users good content that’s appropriately presented and packaged.

There are two major types of content: great original content (Stuff White People Like, The Landlord from Funny Or Die) and curated, user-generated content (Regretsy, FAILblog).

This may read like a page from the Book of ‘Duh’, but play to your strengths. For instance, if you’re not a fan of writing a whole lot, don’t start a long-form, text-heavy blog, and stick to editing incoming user-generated content.

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2. Simplicity

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“Going viral necessitates a universal understanding of the joke,” says Lauren Leto, co-founder of Texts from Last Night. “There’s a reason commentary on quantum physics doesn’t pull the attention of the masses, but a joke about a cat stuck in a box does – because it’s a quick laugh. The easier to digest, the more people will forward the content around.”

Beyond the content, your site should be simple to interact with as well. We all know that every type of person is on the web now, so by designing a simple, elegant, and intuitive site for users, as well as administrators, may save you a lot of headaches down the road.

Sometimes you don’t even need to build something fancy and custom yourself. This Is Why You’re Fat runs off of Tumblr (), which is a great platform for testing out whether or not the public will eat up your idea, and also has integrated sharing features which is helpful for growth. Depending on what your project is, you may not need to expand beyond it, but if you do, the next step up would be a service like Wordpress (), which affords the administrator more customized options. You can always build your own site, but that can often be time and cash-intensive.

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3. Emote

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The brain is very good at making associations. If your content is able to get people to respond emotionally, get people to laugh and enjoy themselves, you’re gold. That emotional connection serves as a sort of glue, binding the association between your content or site and enjoyment and with each exposure to entertaining, funny, or otherwise emotionally provocative content, that association between “your site” and “totally amazing” becomes stronger and stronger.

Here’s a quick case study: According to my network of unnamed spies, there are two groups of people who seem to be drawn to LOLCats. The first are people who just find it funny. The other group is made up of the passionate folks perhaps better known as “crazy cat ladies.” Their overwhelming love of cats drives them to spend time on the site as well as to spend money on the books that are available now as well. Think about that.

One of the biggest emotional hooks is empathy, which is where the success from sites like Awkward Family Photos and Shit My Dad Says come from. We’ve all got our own awkward family portraits, and we’ve all heard our parents say ridiculous things. White people will laugh at themselves reading Stuff White People Like, while non-white people will gladly laugh at the ironically accurate absurdity of “the definitive guide to the unique tastes of millions.” Note how race and family are some big-picture concepts. There’s lots of potential material in those spaces to play with, which can get users to respond to easily.

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4. Own Your Space

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What do sites like Texts from Last Night, Urban Dictionary, My Mom is a Fob, and FML () have in common? They’re all masters of their own space.

They’re original concepts unattached to any other properties, and by virtue of that, their owners can do things like make T-shirts, produce iPhone and iPad apps, and even develop TV shows (Shit My Dad Says landed a TV deal with CBS not too long ago and its slated to star William Shatner).

Then there are a those other sites that are inherently related to some third party “black box.” Sometimes that third party has no problem with what you’re doing (Remember Rick Astley Rickrolling the Macy’s Thanksgiving Day Parade?), sometimes they do. Avoid any potential messes by working on something completely unique and independent.

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5. Share It

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As with all things on the ever-growing social web, memes live and die by the ability to share content. If your content isn’t bite-sized and isn’t surrounded by some controls to share: Like, Tweet, Stumble, Digg (), or something else, you’re doing something wrong.

“Your content should be instantly identifiable no matter where it ends up on the web,” says Ben Bator, co-founder of Texts From Last Night. “Humorous material is meant to be shared, so don’t limit the possibilities.”

My personal favorite sharing control is the “share by e-mail” function found on ICanHasCheezburger. Remember how crazy cat ladies love that stuff? Guess what else they love to do – that’s right, forward everyone they know those pictures, so why not have that right on the site? Brilliant, though unfortunate for the rest of us.

If you’re using a blogging service like Wordpress or Tumblr, make sure that that sharing via third party services (Facebook (), Twitter ()) as well as controls like AddThis () are enabled.

At the launch of your project, you should also make sure that there are appropriate avenues for discussion, sharing, and fandom on third party services. Get yourself a Facebook Fan page, add certain pages to Stumble Upon, register appropriate Twitter handles, and popularize the hashtags you want to use. Being in control of your content outside of your site is important.

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6. Protect Your Content

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Because you’re working on the Internet, there’s a good chance that your content will spill out everywhere besides your website. Set Google Alerts for your site’s name and even for popular content (if it’s text-based) so that you can be alerted to copycat websites or apps.

You should have an attorney send any copycat sites cease and desist notices immediately to the owners of those sites. You don’t absolutely need an attorney to do this for you, but you’re usually guaranteed better results. Most copycats will stop immediately once they hear from you if you’ve done the job properly.

In addition, you should protect yourself from potentially angry users by creating a bulletproof “Terms of Service” page. “[It] should be the first page you complete. Make your intentions clear, otherwise you will just piss off your users (and possibly lose out on a book deal),” says Bator. Unless you’re an oracle, it’s unlikely that you know what direction your site will follow as it grows.

“Launch with a broad but legit terms of service and take it from there,” suggests Jessica Amason, co-creator of This Is Why You’re Fat and Viral Media Editor at BuzzFeed.

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7. Listen

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The only reason Chuck Norris Facts exist is because I asked the visitors to my site what they wanted to see. I had started my site with “Vin Diesel Facts” and after getting a few million hits and some mentions in the press, I put up a poll to ask visitors who the site should include next. The rest is history.

Don’t necessarily crowdsource your major decisions to your users since you probably don’t know or trust them that well, but it’s just as much their site as it is yours to a certain extent. Users/members ought to have a say in things, if only to let you know if you’re going in the right direction.

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8. Don’t Force It

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There’s a good chance you’ve heard this phrase in one context or another. Most memes seem to start and grow organically — their successes are a result of good content, stellar execution, and everything else previously mentioned. It’s really hard to work backwards.

Some people in the meme-machine world will actually start a large number of sites per year, expect most of them to fail, and just support the ones that take off. Others think that because they may have succeeded with one meme that they will be guaranteed success with their next venture. The best example of this in recent memory is follow-up project that the creator of the Million Dollar Homepage started after he finished making his million bucks. The man made a million dollars. Anyone in his shoes probably thought that the next move, whatever it might be, would be golden, but it was a total flop.

But hey, expect to make mistakes. You learn more from them anyway.

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9. Love it, and Let it Go

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All memes reach a point when their 15 minutes are up and the traffic levels off to die-hard fanatics, and a relatively constant stream of new visitors who come and go. As with all things in life, make sure you love what you’re doing. There’s a lot of work involved with running these things. I had to review thousands and thousands of submissions at my site’s peak. It’s hardly fun, especially knowing you’re on a ticking clock.

Also, be sure to consider the implications of being the face of your meme. The people who seem to be into it the meme I created most right now are annoying frat guys who spend their days “icing” their “bros,” and that’s not necessarily a group that I want to call myself the leader of. Sure, it’s great that so many people from around the world have enjoyed what I’m responsible for, but at the end of the day, it’s pretty ridiculous.

What are some of your favorite Internet memes? Tell us in the comments below.

Mederma taps ShareThis to deepen consumer engagement

via:emarketer.com

Nearly two-thirds use location-based apps

Research from Wi-Fi provider and mobile ad server JiWire buttresses reports on the effectiveness of mobile advertising, especially in apps and location-based services.

The company found that most users of its public Wi-Fi services had downloaded at least 10 smartphone apps and about two-thirds spent more than 30 minutes a day using the applications. In addition, 63% said they “frequently” use apps that require them to give their location to serve specific content.

JiWire’s audience was somewhat less likely to say they would allow an app to access their location just to serve more relevant advertisements, but more than one-half reported they would.

While users seem to understand the trade-off of advertising for free content, with 76% saying they prefer ad-supported, free apps to paid ones, they are more ready to disclose location-based information for improved content than just for ads.

Nearly two-fifths of respondents said they were more likely to click on a mobile ad that was tailored to their specific location, while about one-half said it would not make a difference.

Overall, more than one-half of mobile device users studied said they had engaged with in-app advertising within the past month, either by clicking an ad, going to the advertiser’s Website or making a purchase.

The Mobile Marketing Association and Luth Research found that location-based mobile ads had the highest response rates but a low ad recall rate of 9%. More than one-quarter of US mobile content users, by contrast, reported seeing in-app advertising.

via emarketer.com

Many potential users willing to pay for content