Monday, June 18, 2007

The interactive freedom.


What really makes this site http://www.mvm.com/en/index.htm stand out is that it goes way beyond only creating / generating a buzz. The content is interactive in the real sense of the word and will draw visitors, ensure that they try out the product – virtually and then buy. It provides an alternate (and may I say better) shopping experience.

While early adaptors of interactive content, like the Subservient Chicken, generated not only buzz, but a good amount of traffic for Burger King – my believe that a lot of “interactive content” pushed in by various brands and agencies is more to do with “me too” buzz rather than looking at an ROI from a good interactive web presence.

My belief is that success has to be found on combination of buzz (to drive traffic) and utility (to ensure ROI). Only buzz to me sounds very much like the “eyeball” game prior to the dotcom meltdown. The buzz needs to be taken over by usefulness or stickiness of the product and MY VIRTUAL MODEL achieves the same in a simple yet exciting manner. Anyone (some of my pals included) who has used this app (if I can call it that), have taken a few seconds to understand and then have stayed online, trying different brands, styles and colors and all on models which are their clones (well almost) – do you want to guess the average time that an individual can spend on this site?

Now imagine the “the long tail” of product line which can be retailed using this model – it is never going to be possible for a traditional retailer to stock the options.

This is the start of the end of brochure-sites on the web.

2 comments:

Jan C. said...

I agree, the my vertual model, is sticky and can be very useful for armchair shoppers.... excellent thoughts... coming back for more.

Kairen Shah said...

This is very useful, have subscribed... look froward to more such inputs.