The Brand Interaction Black Hole in Online
In Physics, we have all learnt that black-holes are created by a dying star, and is a place where even light can’t escape its pull. Similar is a situation in the online space. When information comes to you (as a company/brand) but do not get actioned or in extreme cases do not even get acknowledged, then it is sure sign of the brand becoming a dying star.
My past couple of digital experience makes me believe that many companies are yet to grapple with data that comes through their digital marketing. Direct responses/interactions to the company (@VodafoneIndia) like a Twitter messages goes into a loop of standard responses, without any logical end. More intriguing is submitting information in the online form (Airtel - MyPlan) also disappeared into the black hole.
Since actionable queries themselves are not actioned properly, I’m sure that data generated that need analysis for action (website data, campaign data, etc) are directly transferred into the black hole after the customary slide in the review meetings.
Let’s identify why this problem arises?
- The information/data is so much that the current response bandwidth is unable to manage it
- The response process is not proper
The solution to point (a) is either increase the bandwidth by allocating more resources, or automating through technology and create concluding solutions to various scenarios
If the problem is (b) then the common sense is to revisit the process to identify and plug all the areas where the information is getting leaked into the black hole
All these years brand interactions were transactional with little or low emotional value. Thanks to the Internet, the emotional values in the interactions have increased and the brands that fails to recognise the interactions and respond are sure to be doomed
Photo courtesy: www.business2community.com