TRENDS 2008

The Heart of Tomorrow's Media Strategy

We have been big proponents of the concept that marketing needs to get more personal to reach an increasingly skeptical and scarce audience. A concept that adds an amazing amount of depth and foresight to this stance is Umair Haque's writings about micromedia. Haque's concepts posit that macro-level content doesn't travel very far in today's connected world. Think about all the things we can do to create small and more digestible pieces of content as they travel across the Web. These microchunks can be tagged, blogged, traded, and even, gasp, repackaged and rebranded. They have an attentionstream of their own. Consider your next film and video project. Sure, it can live on your Web site and be used at a tradeshow, but what if you were to cut it up and release smaller segments to the broader community? Opens up a lot of questions, the most important of which comes right back to the quality of the content: would your prosumers pass it on?

Doug Strohm, Chief Strategist