I've said it before and I'll say it again, yes I am an ECM nerd.  But come on really - you have to admit the ability to manipulate content in electronic form is fun.  No really.  I have lectured on this many times.  If you don't agree I really think it is because you are not seeing the potential that is provided by the transition of content from (predominately) paper to electronic format. 

I have spoken and blogged on this many times.  The possibilities are endless, constrained more so by your own creativity than lack of possibility and technology.  So, this week a friend sent me an e-mail that led to a huge AHA factor for me and I want to share it. The e-mail read:

1.  GO TO THE FOLLOWING SITE:  <http://www.tatuagemdaboa.com.br/>
2.  TYPE YOUR  NAME ON THE 1st LINE

3.  TYPE YOUR last ON THE 2nd LINE  (SKIP your e-mail addresses.)

4.  Click on 'Vizualizar' and watch what happens ... don't ask me how they do it!

Now I implore you, if you are intrigued by the future of ECM and/or have a sense of humor - follow my friend's advice, go to the site and follow these simple instructions.  Its fun.  But it is also educational and inspiring.  For years we have talked about the power of dynamic one-to-one marketing.  Well this site brings that to a new plateau.  The speed and elegance with which this commercial is personalized is amazing - and in my opinion heralds a new era in advertising - that can go far beyond the simple name insert done here.

OK, the images used are a bit provocative - a little sex always sells - but it is more than that.  I was amazed that despite the fact that I did not understand a single word (warning - this commercial is in Portuguese), I was still engaged.

My friend's message ended with "... don't ask me how they do it!"  WRONG - ask me and ask others.  This is the power of ECM, and it is one of the facets of "off ramps" that we will be covering in the AIIM Market IQ on The On Ramps and Off Ramps of ECM, in Q4 2008.