Beyond The Breeze: Cross The Promise

Kris Hoet, geek merketer talks about the new balance and introduces his own brandnew model. Basically it's where context is surrounded by content, interactive and interaction. with a lot of side effects. Find @crossthebreeze to get updated on this. 

Content is king. Needs to be credible. - Hollister story: Hollister is the uber surf brand, with the surfiest surf clothes around, yet if you look on the map, the factory and it's creations couldn't be more far away from the ocean shores. But the marketing story sticks and makes sense. You just have to prevent consumers from binging the company name and trying to locate the factory on a map.

Distribution is queen. The way you deliver your content became more important.
Distribution needs to be shareable, needs to be (TRANS)media and network-ready.

Curator of content: the specialist, the place to be to get THAT specific thing you look for, where you are certain of the quality.

Interaction: Availability. Conversation, Hackability. Favorability.

Your product needs to be where the consumer is, it needs to spark conversation and needs to be transformable into something that can be fitted like a tetris cube so that it blends in perfectly with the consumer's life.

Context matters. The unexpected elements in the near surroundings of the channel outlets or media carriers can very often cause your intentional message to get lost.

The new balance: today's consumer has the possibilty to create content and start making noise, equally to what marketing campaigns can produce.

Someone, hire this Kris!