The end of the year is finding us aligned with new ideas and opportunities. I met with some new JV partners in Boston this week and we are excited about how to deliver on the un- marketing promise and potential.
The thing about un-marketing is it feels uncomfortable in terms of the usual media push that brands like and need to "engage". Engagement is getting better in terms of using humor, creative high touch ads and opportunities to respond in the 2 way dialogue-but still the calls to action are seemingly forced and push oriented.
With the humanizing of messaging with the equalization process that Social Media provides, the traditional media push can be supplanted with "medium awareness"- the art of getting related information and offer generation at the appropriate time in a preferential manner.
I felt that it was important to create a new name to capture this definition in a simple brand saavy way- so for 2011, I offer the The Human Medium as "Humedium".
Do you like it? Does it make sense? I'd like to hear from you.
I am building the architectural blueprint around content, magnetic marketing and social loyalty layers.
This will surface as a commercial platform in the next 30-60 90 days as the layers are rolled out to Beta customers, reaching full delivery potential to agencies and direct clients shortly thereafter.
To 2011 and all the good we can accomplish together!
Happy New Year!
Social Media Wave