Armano: Web 2.0 is Velcro and Micro
Good article by David Armano here with a new metaphor on the how the web is working nowadays.
Pick your favorite term for this stuff we are doing: web 2.0, community, conversation marketing, viral, viral loops, guerilla marketing, word of mouth, social media, etc. Now we have “velcro marketing”! Heh… I’m sure my mom will really understand what I do now. 8-)
While I find that adding another descriptive term to the pile slightly troubling, it’s an interesting metaphor and a good explanation.
Marketers, designers and developers alike are scrambling to figure how two things:
1. What are the viral “hooks” that capture people’s attention?
2. What are the viral “loops,” which create infinite engagement that spreads like wildfire?
David is one of my favorite bloggers (his Logic + Emotion Blog) for his great synthesis of trends down to simpler concepts.
For example, here is a deck he’s sharing on “Micro interactions composing the brand experience.” It’s not a ground-breaking discovery, it’s really just a reminder that “small things matter,” but he reminds marketers/business how much more true it is online in this “conversation economy” we have now. Here’s his summation quote:
“We live in a world where the little things really do matter. Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service. Little things. Feelings. They influence our everyday behaviors more than we realize.”
Are you looking at the details of all your company’s interactions? The emails, the “thank you” pages, the phone system directory on your main line? What happens to customer comments? Try this fun little exercise: Get your granny/significant other to make a suggestion to your company… see how long, or IF it ever is brought up in your meetings or roadmaps.
If you enjoyed this post, please consider to leave a comment or subscribe to the feed and get future articles delivered to your feed reader.
Comments
No comments yet.
Leave a comment