A few years ago, Kevin Roberts published a book, "Sisomo: The Future on Screen." According to Kevin, "the future of brands lies in distributing branded content via an endless range of new “screens,” each of which provides yet another outlet to capture the hearts (and occasionally minds) of a brand’s core audience. The key, explains Roberts, is utilizing the tools of “screen” media: sight, sound and motion, or “sisomo.”
This just doesn't hold water. For me, this theory falls down because digital is not just another medium to distribute a message. Whether we are talking about web, or mobile, digital is fundamentally different than print, tv, radio, etc. Not only do we interact with these "screens" differently, but its use and purpose is unique.
Furthermore, digital communications allow the consumers to shape the message. Unlike traditional communications, mobile and web are not passive experiences (or screens). Because of this, simply treating it like "another" medium to broadcast your message simply won't work.
Thoughts?
- Chris
Tuesday, April 21, 2009
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