(pre-requisite reading :) ). Much of my interest in the concept of "eventness" is due to Brad, so I recommend heading to his blog and seeing what he has to say first.
Brad Berens of Mediavorous and iMediaconnection always has a way of challenging me that extends the conversation started on both my blog and the articles that I write for iMedia. These types of challenges are the reason that I write, so for all of you who want to challenge anything I write about, bring it on!
In reaction a recent article that I wrote Brad wrote an incredibly insightful post. Here is an excerpt from that post:
The excess, the eventfulness, happens in what ISN’T recorded for posterity. It’s not enough for one avatar to meet another avatar that happens to be worn by Rachel Leigh Cook. What makes it eventful is what’s happening elsewhere in the user’s life and consciousness that complements, extends, distracts or disrupts the Rachel Leigh Cook encounter. Cognitive oscillation of focus between the encounter and the context of the encounter is what will make something truly memorable.
As always, Brad has a great point!
In my article, I focus more on the central force of an event that I use to exemplify my point. While this central focus is of critical importance to making the event a success, it is not necessarily critical in providing the necessary components for “Sobytiinost’”. These components may never be fully known, for as Brad writes, they are not necessarily recorded. They are comprised of the social interactions that occur beyond the core event. They occur within the context of the event.
It is still pretty early in the morning and I have a ton of work to do today (as well a big meeting in Stamford) so I am left with a question that I wish to throw out to Brad and the rest of the AMediaCirc.us crew while I ponder it throughout the day.
How can the context of an event be leveraged (for marketers) in the interactive space in such a way that takes full advantage of the medium?
Online, in a more static environment contextual targeting can be employed fairly easily and can be pretty effective (i.e. Adsense). I have also seen attempts to create dynamic advertising in Second Life based context, but as you can see, it is far from perfect.
I will continue to think about this but I can use your help!
Tags: Brad Berens, Eventness, Adsense, Second life, Sobytiinost, Contextual Advertising, Contextual, iMedia, iMediaconnection