Body Language - How it will be in Web3.0?
What is the significance of body language? If you ask this question to any marketer, (especially to the people in Sales, will come up with much more effective and significant points)
A research indicates that body language represents a whopping 55% of what's communicated when you present your product/ idea to anyone. Recently I read an interesting article by Will Turner (Founder and President of Dancing Elephants Achievement Group, a training institute for sales person and business owners to present their idea effectively). (http://www.sideroad.com/Sales/sales-marketing-technique.html ) The article spoke about how to spend the first 3 minutes when you meet the prospects for first time.
We all know it’s crucial and for some its nervous moments. The article basically explained all the techniques necessary for a sales person how to present. Interesting and quite impressed to follow those techniques. But, my ground is Web. How can I follow all those techniques in my new ground? How can I judge my customer’s / visitor’s body language in websites? How to evaluate online customer’s body language? How to analyze the online behavior and market?
Probably, all these questions pop-ups only when we started to realized when web as a platform transformed into “Web as a Service”. As a simple definition, this is new buzz word, “Web as a Service” in Web3.0. In WaaS, you can market your product to your online customer, based on his online behavior. Is this similar to “Contextual Marketing” what Google introduced and practiced in its Google Adsense, and what Yahoo did in its Search Marketing? Need not be the same. But this is in a bigger arena, analyzing your behavioral pattern when you enter any particular site for the first time. So what am I going to explain now to you all is, “Digital Body Language”
What is Digital body language?
As explained in Steven Woods’ Digital Body Language; Eloqua, the shift to online from face-to-face sales has disabled our ability to see body language when interacting with prospects, leaving us very less or no chance to connect with prospects to determine their level of interest. So where is the solution? Marketers started to read prospects' "digital body language" and use that knowledge to guide the buying process. What web pages did prospects click on? What emails excited their interest? What breadcrumbs are they leaving that show their paths through the buying process?
Lead Scoring using Digital body language
Digital body language can arm sales people with deep insights into the areas and levels of interest of every prospect. Furthermore, digital body language allows marketers to determine which leads should be passed to sales at all. By applying the principles of lead scoring, marketers can leverage digital body language to determine the right buyer profile and interest profile of a sales-ready lead.
An understanding of digital body language provides crucial insights. Understanding signs of loss of interest in the audience’s digital body language can give us a warning that our audience is losing interest and engagement.
Contextual marketing and Digital body language
The website definition for Contextual marketing states that, “marketing your product in context to the interests of the customers”. Contextual marketing is the type of marketing in which an automated system generates ads on a website depending upon the content of the website. This system was first introduced by Google and is called Google AdSense. They have more defined goals and want their advertising to reach the right customers at the right time.
A website ad can be termed as contextual marketing. Because the user clicks on the ad, he likes. Nowadays websites have also started to offer targeted text ads. These are also in context to the interests of the user. They are also in relevance to the content of the website that they appear. Search engines have also started to display ads depending on the keywords that users search.
Let’s see more about contextual marketing and its features, business model, strategy followed, in detail in my next post.