The future of marketing lies in communities. Facebook, Twitter, YouTube - wherever your audience is, they are talking about you. As our audiences become more sophisticated and more evolved, it is no longer good enough to market AT them.
You have to consider how you engage with them, in turn creating a culture of brand evangelists. But it isn't easy. When we look at some of the most successful videos on YouTube, one of the most common themes is how they mix content together. As we begin to consider new, fun, engaging ways of interacting with communities, it is important to consider what role remixable media will play in promoting your brand.
Some brands have tried and failed. Some have found success. Others still are missing huge opportunities. Regardless, in the world of remixable media in marketing, there is value in giving away something for nothing.