Other than being the father of two great kids and being the first full-time new media editor in the history of Reader's Digest magazine ("high praise, indeed," Mr. Cleese might say), my only other possible claim to fame could be this phrase, which amounts to a simple manifesto on engagement in the interactive channel: ""It's not just what people do, it's what people do next." Now, when I say "fame," I mean there are a few people at my agency who know this phrase to be mine, and who have begun to quote me on it. Gotta start somewhere.
Anyway, for marketers there are three killer aps to the interactive channel.
- One, it lets me have a one-to-one relationship and conversation with my consumer
- Two, I can measure every action that happens in the channel
- Three, I can move consumers down their decision making process--from awareness to consideration to purchase all the way through to loyalty--by building engaging experiences
And this last point is where the manifesto comes in to play. By building relevant and compelling expeirences I can get consumers to take one action, then take another action, and then take yet another action to engage them with my brand. I can destroy the time element associated with the traditional purchase funnel by treating prospects as loyal customers from the very first time I encounter them, say in a banner ad.
For instance, take a look at some of the interesting poll-based work that Interpolls is doing. In a single advertisement, consumers can become aware of a new product, take a poll to express an opinion and start engaging with the brand, opt-in for future dialogue and enter a sweepstakes.
"It's not just what people do, it's what people do next" is also a great phrase to get your clients to think about how to orchestrate and integrate across channels.
In any case, feel free to use, with or without attribution.