Online communication is focused on getting people to click, participate and –in the end– buy our product. With this old school approach we fail to use the knowledge on click behavior. This click behavior makes the online user leaving a digital footprint which is larger than life, countable and reliable. I call it the Avatar Effect.
So what is the Avatar Effect and how can we use it?
To answer the last question first; how can we use it? Officially we can’t but for sure bright people can build in tracking systems, secret click counts, by-passes and hacks to research and use this ending source of information.
I even used it once in a silly little DM mailing to potential clients in the fashion industry. They received a DVD with a promo on how to become a better and stronger brand in 6 essential questions. The last screen was built to send us a hidden message notifying our sales manager that this client was watching the DVD. Only because we were the answer to that last question. Six out of the ten we called invited Artmiks for a talk.
First question last: What is the Avatar Effect?
All online browsing leaves marks and all marks are related. These marks can be effected into a profile of your online existence. The most simple use of the Effect is Amazon’s, iTunes’ and Bol.com’s note: “Other people also bought …”. With some smart calculating and correlation between values you could create an enormous semantic cloud in which all knowledge is trapped. On a more personal level, in my case: Being interested Houellebecq could directly indicate I also like Almodovar.
Combining worldwide systems like MySpace, Youtube, Last.fm, Flickr, WordPress, Facebook and for example LinkedIn, could map the world in usage, opinion, taste, traffic and relations and would therefor provide extreme valuable information to whoever is interested. And everybody –and I mean everybody– who is online builds this avatar or ‘digital identity‘ trail of himself without realizing. We only need to link it together and make it public.
Using the Avatar Effect could make our lives so much easier. We would ‘know’ who’s interested in our product or service. There’s no advertising or communication waste. It’s straight targeted on the person who WILL buy it. We only have to wait till the right moment but I guess you could even calculate that.
Marco de Boer
Related articles by Zemanta
- LinkedIn MySpace Facebook Twitter Time (ariwriter.com)
- Marketing and How Social Software Aligns (chrisbrogan.com)