Marketers Master Their Three P's: Push, Pull and Portal →
"The need for expertly integrated marketing is greater than ever, as marketers challenge themselves with creating a social imprint. When the social citizen is open and available 24/7/365 you’re either there, or you risk falling short of today’s expectations of what it means to be a brand in our all antennae-up bitstreaming world.
Push media is still needed to create brand awareness and purchase intent—but media agencies are finding it harder to achieve reach from one program (or even one platform) alone. Pull media like advertising is still critical to tell your brand story the way you want it told. Becoming a portal through owned media is also not a standalone solution.
So all the tubes must be open to provide push and pull and portal. Media drives social, and social drives media.
'This is just where the business is headed,' reports Claudia Cahill chief content officer of Content Collective, part of Omnicom’s OMD Group. The business unit is about custom media and content deals.
'There is tremendous opportunity and learning trying to figure out what makes sense for brands,' says Cahill. “We have moved from a one-way conversation to a two-way dialogue. It’s an amorphous, complicated space right now,” she admits. 'Because there are so many ways to think about it.'
It doesn’t take Aristotle to understand that dialogue offers the opportunity to persuade. And the way in, is content. Done smartly, brand communications are no longer an interruption. Instead, your brand becomes the content.”
Analogmemory
intermedia art (including photography, text, interactive art, video installation, conceptual atmosphere), duo exhibition in collaboration with Smitchai Lertanan
Pongnoi Art Space, Suthep, Chiang Mai / February 2009We ran away far from our senses by leaving them to be duties of technologies. Even experiencing something at somewhere, we use tools, specifically, the experience of seeing. Cameras become an inexpensive tool anyone can purchase to draw their visionary experience representations to share in social networks. We walk quickly in Louvre Museum to capture photos of paintings. We rush to a waterfall, looking for a good frame for posing and forget to let other senses to sense off-frame things. Experience is abbreviated, framed and filtered into a flat liquid crystal display, not impressed and imaginable embroidered in our minds. The value of life is passed on through photos and photography, which portrays the value within one’s self efficiently in visual culture; linking self to signs or possessing visual generators that are socially acquiesced for their high values. Consequently, photos have evolved from representations to the virtual reality, and can be easily produced in mass quantity by humans living in communication society in order to increase their own values through cell phones, facebook or even on their bodies. The value that was produced in those photos is not the one that provides better qualities of living. Carefulness is significant in tools equipping, but not in perceiving. The mainstream of happiness depends on visual while other perceptions turn into disinterested alter-happiness.
Atikom and Smitchai, 2 amateurish photographers, wanted to bring you to their temporary home in Pongnoi Art Space, the gallery in private area of an artist named Wonaek Juntaratip for lying down, eating some cake and drinking. After that, we’ll see albums of our hundreds selected photos and watch some movie they made in a broken old TV that need some hits or slaps to adjust its display. Smell scent of grass and sleep on a wooden floor if you feel sleepy.
Take time… to experience things.
"The Art of Immersion," Frank Rose.
The Art of Immersion, Chapter 6: “Open Worlds.”
By Frank Rose.
"When I examine issues of Wired from before the Netscape IPO (issues that I proudly edited), I am surprised to see them touting a future of high production-value content - 5,000 always-on channels and virtual reality, with a side order of email sprinkled with bits of the Library of Congress. In fact, Wired offered a vision nearly identical to taht of Internet wannabes in the broadcast, publishing, software and movie industries: basically, TV that worked. The question was who would program the box. Wired looks forward to a constellation of new media upstarts like Nintendo and Yahoo!, not old-media dinosaurs like ABC…
What we all failed to see was how much of this new world would be manufactured by users, not by corporate interests… Anyone could rustle up a link - which, it turns out is the most powerful invention of the decade. Linking unleashes involvement and interactivity at levels once though unfashionable or impossible. It transforms reading into navigating and enlarges small actions into powerful forces.”