At a recent event I learned a new word... "kinesics". The word was not something I had come across before, but the theory behind it was something I really appreciated.
A quick google will tell you that....
"Kinesics is the interpretation of body motion communication such as facial expressions and gestures, nonverbal behavior related to movement of any part of the body or the body as a whole. The equivalent popular culture term is body language, a term Ray Birdwhistell, considered the founder of this area of study, neither used nor liked (on the grounds that what can be conveyed with the body does not meet the linguist's definition of language."
Now I'm sure you know a little about body language and we all tend to read it whether its consciously or unconsciously. What I think is interesting is the idea of applying this theory to digital marketing.
Every single day your customers and clients are sending you kinesic communication signals and its about time that we started tuning in to them. An example I heard that put this into perspective for me...
A man walks into a bar (don't worry this isn't the start of a bad joke I promise)... You are the barman and this morning your boss told you to tell everyone about the amazing wine selection available. So, this man walks in and walks straight past the wine list and over to the beer taps... what do you do? His kinesic communication is telling you 'this isn't a man looking to drink wine, he's clearly interested in beer.'
You have a few options here, follow your instructions to recommend the wine knowing its probably a bit of a waste of time, or use of the signals to talk to the man about what he has already shown he is interested in and make the most of that opportunity to sell.
This story is applicable in so many marketing scenarios, no matter what your business, service or product. Remember, your audience are sending signals all the time, you just have to tune in and listen.