THE eternal challenge for “us” on behalf of our clients is to break through the surface of consumer indifference by being where they choose to be and manifesting the brand with the most appropriate and relevant face, creating moments of receptivity.
The concept of Nomadic media puts a brand’s message out there, traveling many different pathways, and dressed in many different costumes, all specifically tailored to certain groups of interested consumers. Crossing paths with the consumer now actually starts a relationship in which the consumer plays an active part. The consumer is not coming to the brand at the brand’s beckoning. The brand is not forcing its company on the consumer. The brand’s identity in the eyes of the consumer depends on a consumer’s interaction with it.
An excellent article “Unglued from the Tube” by Liz Tascio in this month’s US ‘Media Magazine’ introduces Nomadic media and breaks down the artificial distinction between online and offline reflecting the step-change from passive to active interaction and consumption. Enjoy.