How marvelous, the wonderful world of online…
…And how ironic that virtual society is evolving along the same lines as social behaviour in the real world.
Let us compare…
Think of moving to a new town in some exciting new country. It’s a brand new world, full of exciting new places and faces. Every interaction is an adventure. You get to know the supermarket staff, the postman, your neighbours, anyone and everyone you happen to come across in your brand new world gets a happy hullo and an enthusiastic smile.
But then with time, the passion subsides. The supermarket attendant short-changes you. The guy at the petrol station has a bad attitude. You wish the neighbour would control that stupid dog that howls the night away – every night – when you’re trying to put the kids to bed and get some sleep yourself. The homeless man at the traffic light pestering you day after day for change, food or clothes mutates from a worthy cause into a pest to your conscience and test of your patience.
No longer friendly smiles to all and sundry. Before long, your attention, grace, goodwill and hospitality is shared only with selective friends, everyone else relegated to aquaintances at best, irritations to be tolerated for the most part, and a handful of undesirables who most times would be better appreciated if they didn’t exist at all.
The degradation of appeal of our recently blissful new universe may predictably be attributed to basic human nature. Humankind suffers from an insatiable infatuation with novelty. Anything new, whether it be good, bad or indifferent, arouses our curiosity and stimulates our interest. The expression ‘the grass is greener on the other side’ is not without justification. However, with time every new treasure without exception loses its lustre, and when novelty fades, it is labelled and forgotten in the archives of experience and perception.
Facebook and social networks appeal to our preoccupation with acquiring,
So what does this suggest for the journey of online society moving forward, and more importantly, how is this relevant to online marketing?
History suggests that even online engagement will eventually mature and mellow to be consistent with natural human behaviour.
Radio when it first arrived, created a ripple, moving pictures created waves, …television had its day. Digital marketing is doing its thing, but inevitably, when the frenzy dies, response and impact will once again be governed by creative and effective use of the medium, not simply the attributes of the fad, fashion or innovation.
GAVIN MILLS – 2 March 2013