Sunday, February 10, 2008

Vilken bransch är JAG i?


Annika Lidne har tipsat om en bra artikel. (Hon har en mycket läsvärd blogg också). Email-marknadsföringsgurun (ej hans oficiella titel) Al DiGuido skriver om ett nytt
kommunikationsparadigm i "The Message Is the Medium". Hans poäng är att kunder vill "umgås" med företag som kan utnyttja den information som finns i kunddatabaser på ett spännande, personligt, och ett i tid och rum relevant sätt. Ett sätt som "make the process of conducting business with you a pleasurable experience". Jag fastnar för ordet "pleasurable". Det behövs byråer som kan lyfta fram varumärkets glädje, humor och personlighet i dialogen med kunder. DM-byråerna är de som traditionellt varit duktiga på databashantering.

Min favoritbyrå Millions of Us pratar om att de hjälper kunder att "Build communities on the emotions underlying their brands". De kallar sig en byrå "specializing in Virtual Worlds". En viktig aspekt som de lyfter fram i vår TIVO-zappande tid är: "So we focus our entire business on getting brands into online social environments in ways that aren't interruptive."

Dessa miljöer kan vara både virtuella världar eller sociala nätverkstjänster som Facebook. (Gränserna mellan de två miljöerna håller ju på att suddas ut). Virtuella världar kan vara en förlängning av en film, en TV-serie, en produkt eller ett socialt nätverk.

Så vad kallas den sortens byrå som hjälper till att skapa meningsfulla, lustfyllda och relevanta sociala sammanhang och arenor där företag kan knyta relationer med sina kunder? Vilken bransch är JAG i egentligen? Social mediabyrå? Dialogbyrå? Vad heter branschen? Sociala upplevelseindustrin? Konferens- och eventbranschen kallar sig sedan ett par år tillbaka för mötesindustrin. Är det inte den jag jobbar i också? Fast de mötesplatser jag arbetar med att skapa främst är virtuella. Vad är egentligen nyckelkompetens i min bransch? Jag ber att få återkomma...

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