August 24, 2014

It is time to apply web conversion tactics to the real world

This video was shot in collaboration with Hyper Island in Singapore – Read more about Social lab here

I have been fortunate enough to be able to work in the “real world” a bit these past few months. It has been fun, and it has truly engaged me in the quest of turning the world into a website.

Not in the sense that I want to change the way we interact with each other, find a marquee tag for street lights and make window items clickable. No. I want us as marketers to start considering the methods, tactics and user funnels we use in the “digital world”, as means to drive conversion in the “real world”.

My main point being – the two are merging, and although we do not see the full extension of possibilities with the Internet of things yet, we are on the verge of this kind of evolution. However, we are in the early days, and just as in the early days of the web, user behaviour is still very simplistic and next to analogue. Thus you will have to use the equivalent tactics of the “Space jam 2” era, in order to decrease the friction between the perceptually two different worlds.

Or in other words:

1. Most of the stuff being shared online, happens offline and thus brands should spend their time trying to simplify online activation from the offline world if their goal is to get attention

and 

2. We are in the early days of this, and so our solutions cannot be that fancy. Even though the technology is there, the user behaviour is not and thus we have to simplify shit in order to make it work, instead of making it fancy fancy and expensive.

and 

3. Triggers are more important than coolness. Meaning a dot in the ground saying “Selfie spot” will actually induce more shares to the web, than a colossal blinking pillar with 2000 sqm of LED.

In the somewhat laughable video above, I elaborate on these thoughts.

This video was shot in collaboration with Hyper Island in Singapore – Read more about Social lab here

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