Folk Skal Føle (People Must Feel)!

Direct Marketing Prisen

Digital adfærd kræver ny kommunikation. Det gælder om at vække følelser, og til dét er der masser af uudnyttet digital viden at hente, sagde Brian Solis da han indtog scenen ved årets Direct Marketing Pris.

Digital behavior requires new communication. The idea is to evoke emotion, and that’s a lot of untapped digital information to collect, said Brian Solis when he took to the stage at this year’s Direct Marketing Awards.

Den voksende gruppe af digitale forbrugere kræver i sagens natur noget andet end tidligere. De vil have oplevelser og fællesskaber, der er skræddersyet til den enkelte, og det skal gå hurtigt, være visuelt og meningsfyldt.

The growing group of digital consumers require inherently different from the past. They want experiences and communities that are tailored to the individual, and it should go quickly, visually and meaningful.

- Teknologien giver os mange muligheder, men det betyder ikke, at vi nødvendigvis fanger den digitale forbruger ved udelukkende at benytte de platforme, som brugerne kender og benytter, sagde Brian Solis.

- The technology gives us many options, but that does not mean that we necessarily capture the digital consumer using only the platforms that users know and use, said Brian Solis .

Gruppen af digitale forbrugere lever ifølge Brian Solis enstore del af deres liv via deres smartphones og andre digitale enheder, hvor de selv vælger indholdet, og det kan for andre virke overfladisk og asocialt.

The group of digital consumers live according to Brian Solis one large part of their lives through their smartphones and other digital devices when they choose the content and it can be for others seem superficial and anti-social behavior.

- Som forretning gælder det om at prøve at forstå, hvorfor personen gør, som han gør, og hvad han selv synes er vigtigt. Digitale adfærdsmønstre gør det muligt at se, hvad der er meningsfuldt og har værdi for den enkelte, og den indsigt skal vibruge til at gøre os relevante, sagde Brian Solis.

- As a business, it is important to try to understand why the person is doing what he does and what he thinks is important . Digital behavior makes it possible to see what is meaningful and valuable to the individual , and the insight we need to use to make us relevant, said Brian Solis .

Print skaber følelser og engagement.

Print creates feelings and commitment.

Den digitale bruger skal dagligt have overblik over mange indbakker, og derfor drukner budskaber let, mente Brian Solis og pegede på print som en oplagtopmærksomhedsskaber.

The digital user, daily gain an overview of many inboxes , and therefore drown messages easy, thought Brian Solis , pointing to print as an obvious attention creates .

- Print bliver i den digitale forbrugers verden den “nye” mulighed, som skiller sig ud. et brev bliver ekstraordinært og får fuld opmærksomhed, hvis det er tilpas målrettet og relevant. Det skaber følelser og dermed engagement, fordi folk glemmer aldrig, hvordan du får dem til at føle.

- Print will be in the digital consumer world the “new” option that stands out. A letter will be extraordinary and given full attention, if properly targeted and relevant. It creates feelings and hence engagement, because people will never forget how you make them feel.

Ved at udnytte data fra digitale platforme direkte i en indledende offline-påvirkning skaber teknologien påvirkning skaber teknologien på den måde en tættere relation mellem mennesker og virksomheder frem for større afstand.

By utilizing data from digital platforms directly in an initial off- impact technology adds impact creates the technology on the way to a closer relationship between people and enterprises over a greater distance.

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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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