The 5 Digital Senses
26 September 2011: Fast Company‘s Kaihan Krippendorff shares some advice shared by Bill Rogers, founder of Ektron – a website that is flourishing impressively – on how to listen and influence online.
Krippendorff states that great influencers are great listeners, “deep listeners”. He goes on to say that “listening for context is a fundamental requisite of influence, yet websites mostly ignore it. When you step into a store, the sales person picks up on clues about your dress, how you got there, how rushed you are, to make an educated guess as to how to move you toward a sale. But log on to that same store’s website and they have no clue as to any of these factors.”
Ektron’s mantra if you will, is that online companies should listen with the following five digital senses:
1. Past online behavior: What websites has the customer visited and what purchases have they made?
2. Environment/physical location: Are users reaching you with a mobile phone while standing in line in an airport, or are they sitting leisurely at home in front of a desktop?
3. Traffic source/keywords: What site did they come from, and what keywords did they search for to get to your site?
4. Customer data from inside your ERP system: Have they visited you before and, if so, what do you know about them (e.g., age, address, frequency of visits)?
5. Social networks: Who are they connected with online and what do they share or talk about?
In this day and age it seems that few websites listen to all five of these senses, to actively do so would require tapping into multiple sources of information and “weaving together a holistic picture of your visitor”. But if they did manage this they would have a much higher chance of tapping into that perfect message and connecting with the visitor in such a way as to move them from being simply a visitor to being a loyal customer.