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In this hyperconnected world fixated on a 6-inch screen, it’s getting harder to distract, to stop or to draw your attention. In just under 1 year, Tinder ( the famous dating ) app dethroned 2 of the largest dating sites in America with a swift knock out blow that no one saw coming. In the article Dating disruptions – How Tinder Gamified An Industry, OkCupid and Match.Com were thrown a knockout punch that defied the traditional view of the online dating industry. (Abolfathi & Santamaria, 2020)
So what can we learn here? In about the same period of time, Elon Musk shared a similar identity with his SpaceX program going up against the big boys with unwavering determination. The successful launch of SpaceX Falcon 1 rocket broke all records in terms of rolling a commercial flight just about 6 years from conception and selling dreams of being the Southwest Airlines of space launches. Or contextually in this part of the world the AirAsia of Space Transportation.
In my opinion, one of the key insight behind this brilliance is focusing back on the strategy and insight. In the chart below, the founders of Tinder began poking holes understanding the segment of the market across 6 key metrics. They were user quantity, matching quantity, Fun, Advanced
features and Social Media. The trick here is how they manage to draw a different perspective of their new potential consumers ( Young Americans). The author explained the companies tend to focus on what their consumers are currently consuming their product rather than asking a simple question why the consumers are not consuming their products. Clearly, in this app measurement dimension, Tinder saw a niche in attacking young consumers who are drawn to social media and loves to have fun interactive moments. Tinder managed to crack the code and interjected fun through swipes rather than accuracy of matching quality.
Source: Abolfathi & Santamaria (2020)
How does this apply in your digital marketing strategy? Understand your consumer journey well. You can draw experience in attracting or intercepting your consumer journey by mastering the various touchpoints. By ensuring that you are able to articulate and verbalize their journey, your advertisement campaigns should provide broad coverage on your touchpoints.
However, the learning above also suggests that we need to be able to approach our future consumers who have not started their journey of consumption yet. We need to remove that friction point. This goes beyond delivering a digital marketing message, it involves listening and running research to uncover the other dimension of consideration. Go back and listen to your consumers and discover ways to reach out to your future consumers. This ties back in deploying a social listening activity that will assist in listening to your brands and your competitors. What is even meaningful, track it intentionally and make effort to decipher it.
Be constantly aware of your environment, someone is always on a lookout to grab your lunch. SpaceX, Tesla and Tinder has disrupted consumer consumption by changing the game. Let’s be sharp in our gameplay.
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References
Abolfathi, N. & Santamaria, S., 2020. MIT Sloan Management Review : Dating Disruptions – How Tinder Gamified an Industry. [Online]
Available at: https://sloanreview.mit.edu/article/dating-disruption-how-tinder-gamified-an-industry/
[Accessed 13 Feb 2020].
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author
Doh Hau Goh
Goh Doh Hau is in the leadership team of Garganto, a boutique style digital marketing agency and ecommerce builder. He enjoys marrying evidence-based research with observation insights to curate gems of practical information. He is a MBA graduate from Sydney Business School (University of Wollongong)[/vc_column_text][/vc_column][/vc_row][vc_row equal_height=”yes” content_placement=”middle”][vc_column width=”1/6″ offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”1715″ alignment=”center” style=”vc_box_outline_circle”][/vc_column][vc_column width=”5/6″ offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]
author
Doh Hau Goh
Goh Doh Hau is in the leadership team of Garganto, a boutique style digital marketing agency and ecommerce builder. He enjoys marrying evidence-based research with observation insights to curate gems of practical information. He is a MBA graduate from Sydney Business School (University of Wollongong)[/vc_column_text][/vc_column][/vc_row]