Stephane Lagrange talks about my work
June 1st, 2008 by bruno boutotIn his new blog, Steph Lagrange reports a conversation we had last April about my work: #
Proximity (i.e. “always available”) is another key concept to Bruno. Whereas in traditional media the distance between the ad and the store can be miles and/or days away, on the Web the distance has narrowed down to a mere hyperlink (i.e. URL). The call to action and the ability to take action are instantaneous, almost real time. #Stephane is really impressive: there was a lot distractions around when we talked but he didn’t miss a beat and he summarizes this whole concept beautifully. Thanks! #And this is exactly where most media companies miss the point. Too focused on page views and unique visitors to measure their online ad display revenue, media corporations miss the conversion to action stage. #
To get your customer engaged enough to act upon an ad with the intent of following through, remains the biggest conversion whatever the media. And then, what happens?
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Makes me wonder if I shouldn’t do like McLuhan: rather than spending months (years!) writing a book, I could just talk and collect the notes of people I am speaking with. :-) #
