Involvism Method 6: Convergence
This is the 6th method of Involvism. The entire series published to date can be found by clicking here.
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Mantra
Citizens choose media channels for consuming and experiencing content due to ease, convenience, context, price and availability. As the capability of technology increases, the approaches to specific media channels must de-silo. The convergence of technology must be matched with a convergence of approaches that typically were unique to each channel. As media devices become more capable, personal and contextual, a convergent methodology centred around remarkable experience, rather than single-channel engagement, is a fundamental component of enabling value, efficiency, productivity, profitability and scale.
Key Actions
1. Start communication approaches from the point of citizen experience rather than channel choice
2. Set minimum user experience guarantees as a priority over revenue generation
3. Simplify ways for people to interact, collaborate and share
4. Show a unified and ethical approach in all channel usage
Involvist Viewpoint
One would imagine that it’s unlikely that people feel positive about something via one media channel but negative via another. For instance, if a particular product or service is disliked when viewed on television, one would assume it’s most likely to still be disliked if seen on a billboard. Alternatively, the love of a particular make of watch that one views in a shop window, is apparently likely to continue when one sees the same make of watch in film.
However – our experiences of things we like or dislike are affected by the methods in which they are transmitted. An unexpected, un-demanded interruption of experience is likely to be met with similar distaste, regardless of prior experience. What this means, is that assumptions cannot be drawn as to brand preference without context. Context can be simple to ascertain (read: behavioural), like whether you are at work or at home – or as complex to ascertain (read: emotional), like whether you have recently fallen in love.
Involvism suggests that a communications approach across multiple channels must converge, so that the common thread is one of remarkable experience, rather than a number of specific approaches governed primarily by media channel choice.
To do this, the starting point must be at an experiential level for citizens. At this stage, many state out-dated mindsets like ‘getting the consumer to do what we want’, or, ‘working out what we want the consumer to experience’. All of these mindsets have an implied hierarchy that positions the citizen as a sub-dominant bitch.
These mindsets start with an ‘us and them’ approach, hence putting the so-called ‘end user’ as the final point of a value chain, whereas in real life, people are the value chain and everything else is a servant that may or may not win the attention of people.
There has been criticism levelled at my viewpoint on this matter – largely around themes like ‘you may be right but we are trying to make money in today’s market’, or, ‘it’s fascinating to have such generous and socialist opinions but the commercial world doesn’t work like that’.
My observation as an involvist is:
1. Today’s market is fundamentally different from yesterday’s market where people didn’t have the tools and ability to converse with each other as widely and quickly
2. The fact that most commercial enterprise doesn’t understand point 1 is an enormous opportunity if you are in an organisation that does
Involvism guides us to setting minimum user experience guarantees as a precursor to revenue generation. The mantra sets out a determinant factor of personal devices for which remarkable user experience is mandatory. This point doesn’t mention mobile as it is thought that mobility-enabled devices include the delivery of all 6 mass media prior (print, radio, recordings, cinema, TV, internet).
In a converged approach, a key factor is for people to be able to interact, collaborate and share across all media. We must accept the idiosyncrasies of each channel for now – but increasingly we must work with tools that enable an equally interactive and remarkable experience regardless of media channel.
An Involvist company would set out a unified and ethical approach in all channel usage that colours the texture of each media touchpoint. For many, this may look like standard brand management – but Involvism suggests elsewhere that brand’s are now controlled by citizens rather than companies so the theory that an organisation can create and implement such convergence without citizen involvement is an abhorrence.
This convergent approach of harmony and resonance with human life will probably be ridiculed by those who secretly fear for their jobs, whilst Involvist companies quietly enable the fundamental components of enabling value, efficiency, productivity, profitability and scale.
