Posts Tagged 'Facebook'

The Avatar Effect

Image representing Facebook as depicted in Cru...
Image via CrunchBase

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.

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The New Human

I gave a 5 minute update at one of the IPAN (Interactive Professionals Association Netherlands) evenings. The evening –led by Jacqueline Smit (Microsoft)– was about the continuous conflict between online and traditional agencies.

To explain the situation I introduced the New Human. The New Human is NOT hanging in front of a TV watching a continuous stream of mindless soaps. The Old Human has evolved.

You can clearly recognize four characteristics of the New Human in the following four leading web concepts.

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