Sometimes it is from sectors that we might call parallel that the most interesting ideas come to us, also for the Integrated Systems. With Tik Tok shopping is becoming a show, a mechanism that immersiveness and multimedia could make their own
Teenagers in London last summer were the first to receive an online invitation to the latest challenge in marketing and technology: the challenge is between TikTok, the Chinese social media company of the ByteDance group, and the web commerce giant, Amazon. And, since September, the 150 million US followers on TikTok can also buy products, while exchanging videos with friends or following well-known influencers. A challenge that Tik Tok has shifted to a different plane than the one where Amazon ‘plays’, which instead moves according to an all-too-traditional model, which makes us open the app when we need an object, not entertainment. Tik Tok, on the other hand, moves from this second position, actually combining entertainment, emotional involvement and emotional marketing. TikTok bets on the impulse of the moment: teenagers look at a scarf, a skirt, a shirt, shoes, promoted by a well-known person and, on instinct, proceed to buy. The slogan is ‘TikTok Made Me Buy It’.
It seems that the mechanism works very well and is leading to +18% ByteDance (the Chinese group that owns TikTok) against +2% JD.com, the Asian equivalent of Amazon. A tried and tested technique but one that cannot be exported everywhere, or at least not to several US states where, as we know, the app is banned.
Coming back to us, it is nevertheless a useful cue for our market as well and, in particular, for applications in the retail sector, at least for the method. If Systems Integration is a master in immersive environments, in emotional multimedia, it could ‘take charge’ of reconstructing, even in installations, that successful mechanism that Tik Tok is experimenting, and which leads from spectacle to emotional involvement, to impulse-driven purchasing. With surprising results.
