What does Netflix's Black Mirror episode Bandersnatch have to do with Inbound Marketing? Decision making. Incorporating decision making into your website and content helps you not only understand your audience, it also helps you guide them toward becoming a customer.
Learning Through Decisions
If you’ve ever written a story or taken a creative writing class you know that one of the best ways to learn about a character is by having them make a decision. Nobody likes a story where things just happen to a character, that character needs to make decisions so we can learn more about who they are and why they do things.
This is very similar to how something like Bandersnatch works and why it could be a useful tool for marketers one day. Rather than just shoving something into the faces of the masses, you can further fine-tune ads that have people make decisions, therefore learning things about them you never could before.
For those of you who are unfamiliar with the Netflix psychological thriller Black Mirror: Bandersnatch, it's an interactive film that allows the viewer to choose options that take them on different paths leading to a variety of outcomes. As digital marketers, this concept of allowing users to choose their own journey is very familiar. We had so many thoughts on what this meant for the future of television, marketing, and advertising: What will the adaptation look like and how will all that data be used?
Incorporating Into Content
We’re not saying you or your company needs to produce a two-hour choose your own adventure movie like Bandersnatch. But you can implement Bandersnatch-type ideas into your content creation and the buyer’s journey that you send your potential customers through.
You can use information such as:
- How many closed customers are watching a certain video
- How many are watching multiple videos
- How many are spending a long time reading blogs
- How many are signing up for email updates
By providing customers chances to make decisions you can start to understand what they want, what they are expecting, and what eventually leads them to your desired end-goal. Seeing that people are clicking onto your site is fine, but seeing that people are coming to your site and watching a video, reading a blog, or clicking certain links shows you what they’re interested in.
Constantly present your audience with a choice to continue along the path you’ve set for them, while also letting them pave their own way to your desired destination. Not every visitor’s journey on your site will be the same and not everyone will want the same things, so leave it open for them to decide and give them options. Provide a link or call-to-action on every video that leads them to another video, or pack your blogs with links to more information, blogs, or videos.