12 Sep 2008


Individuals within COIs, will look for what interests them. They will not be using their own senses, more likely the search capabilities of their appointed technology, to look for marketing messages. This would be the equivalent today of putting a sign in our gardens saying ’Double glazing salesman please call here.’

They will be looking for content that satisfies either their immediate needs (weather, travel delays, emergency plumbers, car insurance etc) or their long term interests (anything else). Only the most relevant, the most entertaining or the ones that will gain the individual the most advantage when they share them with their peers, will be able to make it into the Personal cloud.

This doesn’t preclude brands but it does mean becoming part of that content to be successful.