Thursday, May 07, 2009

Digital Body Language!

This is impressive!. It's a new term that is floating in the Internet for quite sometime. One of my colleagues was recently discussing with me about eCommerce merchandising trends. And When I had to do little bit of research in that context, I came across this book.

Digital Body Language is defined as the art and science that revolves around detecting and understanding prospective buyer's signals and intentions to better communicate with them. Here, we are referring to buyers signals that are made online. But, wait a min - Aren't we used to this idea before?. Is it just an old idea just re-incarnated with new name?. How is it different from clickstream analysis, deep personalization, user profiling and segmentation?.

In the conventional sales cycle, the sales executive meets the prospect and tries to read his body language to derive insights on the need, timing, authority or any concerns. Now, with the DBD, these traditional techniques are not just adequate, for the simple reason being that buyer have become much more smarter. Buyer has access to information, intelligence and fellow customers' network like never before. Before venturing into a purchase, buyer performs a significant research online and forms a opinion about the product. Does the sales executive has enough clues on the prospect's signals?. Digital Body Language is the new set of concepts, tools/techniques to decipher the propspects interests and act accordingly.

For the first time, I am seeing somebody seeking to understand a customer's behavior far more deeper in a specific business context, correlating real-word experiences. The approach itself is so humane! And that's where it impresses!. The conventional techie approach - eCommerce COTS products/tools - typically address the marketing needs by providing pointed solutions. And that usually works only when those prospects visit "your" site, and not when they visit "other" sites.

In this case, the concept has been applied for Sales and Marketing. But, I see this as the beginning of period where the businesses try to understand and carve-out a 'Digital Persona' of a prospect. The very thought of understanding the 'persona'of an Internet user is exciting!. Here, the 'persona' is constructed as a synthesis of prospect's signals and intentions registered across a wide array of channels/websites.

In the case of sales/marketing, I look forward to see sophisticated internet tools that enable capturing and deciphering digital body language. In the long term, I strongly believe DBD has huge potential to be applied across business functions, not just sales/marketing.

No comments: