From Digital to Physical Connections – The LinkedIn Example
Keywords – Digital to Physical
There is no shame in accepting that most business ideas are derivatives.
In other words, if we give you the task of pulling out a recent business that did something completely unique, you may not be able to come up with an answer.
And, if you do a Google search to find some examples, you will see businesses such as Rent-the-Chicken or Testicular Implants for Pets. This, in turn, raises more questions than answers. (Such ideas are both crazy and amazing – and that’s great).
Also, in all fairness, we can still argue that such businesses are derivatives, even though they are more novel than other ideas.
However, we have greater respect for businesses that go for an option for the greater good, even though it might hurt the business in the short term. One such idea is turning digital steps physical.
From Digital to Physical at Marketing Voice
This is quite different from some other businesses around us.
For example, many podcast producers will swear by the use of podcasting as a marketing tool. Fair enough.
However, within podcast producers, there are a few who pitch podcasting as the ultimate option. To begin, such an assertion is misplaced from a pure data perspective. Podcasting, as a marketing tool, at best, is merely another option with potential. It may work for your business if there is a clear goal that can be achieved through it. If a business assumes that podcasts will convert into sales, there are multiple steps in between that need to be taken.
And, even if we try to build a case for the best tools of marketing, the whole situation is argumentative and dependent on circumstances. Simply, there is no one best way of doing things. The actual value of a service comes from trying to understand the needs of the client and acting accordingly, while accepting that further changes will be required down the line. If anyone pitches you an ultimate solution to business challenges, we suggest turning around and running.
So, we could have spent all our efforts in exerting that digital is the future of social interaction. That would have actually helped our cause. But, that will be a lie.
At best, an assertion of digital being the ultimate future is an exaggeration. The reality is, the physical world still holds its place. Simply, the digital world has become an improved way of breaking down barriers to getting physical. In other words, you get to know the people digitally before meeting them.
Here, we believe that, at least in the long term, maintaining an open mind towards what works socially, rather than what works for us now, builds trust for us. And, even if we don’t make a sale, we come out holding our integrity on the other end.
Even away from sales, the whole purpose of our networking efforts or running workshops around marketing and digital psychology, has a digital to physical angle. We want to get in front of people and have discussions that will make a difference.
Interestingly, recently, LinkedIn has picked on such thoughts too.
From Digital to Physical at LinkedIn
LinkedIn has a massive 650 million users.
As a social, digital network, that is a massive clientele.
However, even though LinkedIn is a digital platform for networking, the company has never shied away from accepting that real networking happens physically. Accepting physical networking on one hand, LinkedIn has gone a step further now.
LinkedIn is going to facilitate in-person networking events through an Events Hub.
If you have been active on LinkedIn in the recent past, you may have noticed LinkedIn events. These were mainly run in New York and San Francisco, with some other sessions popping around the world too. Such events, hosted by LinkedIn, have acted as a pilot study to the launch of Events Hub.
To begin, LinkedIn is providing a free option to build an event page, without the option to promote. This means that the options, at least for now, are limited to inviting your first person contacts. LinkedIn is planning to extend the options with further demand.
Further, in order to improve its services, LinkedIn is taking the threat of aggressive connection building seriously. An extension of this then is cutting down on malicious events and keeping digital connection building clean.
It goes without saying that launching an Events Hub is one of the most major steps taken by LinkedIn in recent years. LinkedIn has been known to take its sweet time to make changes. But, hopefully, this turns out to be a positive one, extending the use of LinkedIn even further.
To learn more, get in touch with us today.
And, to learn about other connected areas between marketing and events, check: