SISOMO SIGHT SOUND MOTION --AD TECH'S WORD OF THE MOMENT

SISOMO --the new buzzword of the moment from Kevin Roberts, CEO, of Saatchi & Saatchi and author of a new book of the same name.

SISOMO -- a swirl of letters standing for Sight, Sound & Emotion...

According to Kevin Roberts, CEO of ad firm Saatchi & Saatchi, marketing's future is on screens -- television screens, mobile phone screens, computer screens -- and it is imperative that companies establish an emotional connection with its customers using site, sound, and emotion.

NEW BOOK SUBJECT OF AD TECH CONFERENCE KEYNOTE:

Robert's book is called "The Future On Screen. Sisomo. Creating Emotional Connections in the Market with Sight, Sound, and Emotion." "We've lived through the Stone Age, the Industrial Age, the Manufacturing Age, the Information Age, and--unless you live in Australia, then you're in the early part of that development--most of us have moved though those phases. Canada will soon begin the journey," he said. "Now we live in the age of the idea. These five ages are being supplanted and brought together by sisomo. We live in the screen age."

HOLLYWOOD2020 blogger Joyce Schwarz whose background incluces mainstream media and advertising industry executive background (Foote Cone etc)see bio at www.joycecom.com. believes that Roberts old paradigm of consumer/marketer is badly outdated. 

"Consumer is a 20th Century word for a 20th Century anachronism called ADVERTISING! Usisomoco putting the U (YOU) in the front and co for content and commuinity as the means vs Roberts' mainstream media outlets. In the next decades screens will be ubiquitous--every surface is a potential screen. Blogs, moblogs, video blogs, MUVES (multi-user, virtual environments) and even Holodecks, holograms, androids and avatars ARE NOT THE CONSUMMATE USISOMO -- humans are.

Never underestimate the power of human touch. Go ahead stand in Times Square and see what is the most compelling sight, sound and motion--chances are it's the couple kissing next to. Or you kissing your special someone. Just as it was at the end of World War II      See photo of TIME SQUARE just taken by this blogger Joyce Schwarz --the power of the area is not the SCREENS it's the people  

SISOMO --mystery word/concept to many media

Robert's speech prompts more questions than it answers among the media and his audience at Ad Tech at least....here are some links that give you an idea of the response of the blogeratti and others in the mainstream media:

cgm: Sisomo, Misisomo, or Cisisomo? Is the technology of Sisomo about making marketers better “emotion” ...

FROM THE BRAND EXPERIENCE LAB IN NY BLOG: OK, so someone's gotta' tell me what this is all about. I just don't get it. SISOMO?? Sight, sound and motion on digital screens -- this is the answer to the advertising crisis??? Sure sounds like the old advertising business to me. Moving TV out of the living room and into, well, every where else, how is that an answer? And the supposedly incredible insight is that SISOMO is what will create an emotional connection with the audience???Experience Manifesto: THE SISOMO OF KEVIN ROBERTS AT AD:TECH

FROM ADFREAK.COM: It's a fun word, particularly with Roberts's many mutations: sisomoments, sisomovies, sisomojo, etc. The long and the short of sisomo isn't exactly earth shattering: TV is mutating into video on lots of different devices and advertisers need to find ways to engage consumers. Conveniently for Saatchi, despite this fragmentation, Roberts believes consumers still make decisions based on emotion rather than reason, a world "for everyone who was ever thrilled by a car chase or wept over a motherless deer." adfreak: In Hollywood, ad execs are losers