The information age has become an attention economy. Michael H. Goldhaber states: "If the Web and the Net can be viewed as spaces in which we will increasingly live our lives, the economic laws we will live under have to be natural to this new space. These laws turn out to be quite different from what the old economics teaches, or what rubrics such as "the information age" suggest. What counts most is what is most scarce now, namely attention. The attention economy brings with it its own kind of wealth, its own class divisions - stars vs. fans - and its own forms of property, all of which make it incompatible with the industrial-money-market based economy it bids fair to replace. Success will come to those who best accommodate to this new reality."
How can internet marketers tap into this attention economy? Well, one surefire way of capturing the attention of millions is to implement a "hoax marketing" strategy. In SEO terms, a hoax marketing campaign can generate thousands upon thousands of quality backlinks; which, as I'm sure you know, is a prerequisite for a high PageRank.
Hoaxes are also excellent fodder for viral marketing campaigns. People go nuts for a weird or controversial story; they feel empowered because they are privy to a gem of secret knowledge. Inevitably, they then feel compelled to pass on the message via word of mouth/mouse. Within no time the knowledge of the hoax has mushroomed.
Hoax marketing campaigns have been popping up all over the net recently. An excellent example would have to be the one orchestrated by the graffiti site stillfree.com: