Liquid Content
Bill Gates, 2004:
“Convergence will not happen until all content is available in digital format, so that the consumer can use it easily on all devices.”
…well I think we are almost there.
Content is driving traffic, format beats frequency, good ideas travel across geographies, disciplines and channels/platforms.
We need Liquid Content.
Nowadays content is not linked to just one medium.
A TV program can be downloaded online, forwarded to mobile devices or discussed in blogs or Facebook. It can become part of an online game or be shared and refined via YouTube.
Content can flow everywhere. It has become ’LIQUID’.
This is reality for media producer. And that is the new reality for marketers too.
Therefore, today media management means much more than to manage investments but to develop, integrate, activate or merchandise content via media and touchpoints as well.
The more liquid content is, the easier it is to reuse, access, edit and publish/share
Activation briefing/workshop
Liquid Content means:
Flowing a piece of brand content across multiple communication channels to add receiptive audience and campaign potency.
