Influence

From a libertarian perspective the web is a perfect example of unfettered free market enterprise. The governments around the world which allow access do not control nor do they manipulate the flow of usage. Information is shared and communication transmitted instantly. It is easily the greatest invention of my lifetime. But it comes with a footnote.

It is changing forever how people communicate and thus how they are influenced – good and bad. From Muslim Jihadist multiple beheadings to children storybooks, online shopping to social media. There is a vast array of information – provided free. Cults and nutters, the good and evil – share equally and governments can not keep up with the speed of change. But they do not have that on their own, businesses need to adapt and adopt, and the education system is in the same dilemma. Every function of society is now either heavily embracing digital communication or is strongly influenced by it. Information is at the fingertips of an eager participant.

With information comes the ability to persuade and influence, and with the technology which enables comes the transmitting and receiving capability. African tribesmen to naked TV stars, eager teens to dirty old men, conservative business owners to confident ‘start up’ enterprises – all using the same facilities and getting the outcome for which they are personally motivated.

The ‘great’ companies of the world are strongly intertwined and/or responsible for web development and the IT industry is sweeping all before it in changing how business is transacted or in creating employment for a complete dichotomy of talent. Technicians to marketers. Never before have we seen such a mix of differing skills, talents and personalities complimentary to such a growth industry.

From a business perspective the big question for marketers is whether their approach to selling fits with the way people are using mobile devices.

“Marketing is so much more than just ads now. It is an app that gives extra features to sell a movie, it’s a way to get a voucher for a free beer, it’s a way to check your heart rate and sell some Nikes along the way”. 1, 9 million Kiwis are shopping online – walking to work, shopping online, sitting up in bed ordering a new wardrobe, checking out the next restaurant to be seen in, 47% of respondents to technology research firm IDC would prefer to shop online than a physical store. 17% would prefer to watch a movie alone on their tablet. This is mind changing and behavioural changing stuff. Are we in fact – hiding behind a screen? Missing out on personal debate and dialogue. Almost half the population uses the internet on a smartphone, sharing pictures, emails and messages and of those communicating online, activities were most common with those aged 14 to 34 years old.

Are there some down sides? Yes, I think there are: the number of prescriptions for attention deficit disorder increased from 5,000 in 1983 to almost 120,000 this year, according to Pharmac. In the past 5 years there has been a 30 percent increase in prescription for drug commonly known as Ritalin, which treats attention deficit disorder. A Pharmac spokesman said the vast majority were for children and teenagers. I’m sure I’m not the only one questioning why groups of people ‘socialising’ are online whilst supposedly showing interest in their neighbours’ conversation. I know because my business demands so, that people’s BMI (body mass index) is markedly different now to when I joined the business 40 years ago.

Yes I think there is a link between Health, Wealth, Relationships and Habits of which society is now interacting and behaving through social media and digital communication. Transfixed by slick advertising and online shops. We are enjoying the upside in many ways – but at what cost. Some attention to the effects of how we are influencing our children could be in order. But that’s always been the case. The capability to influence is now so much more powerful because the receivers – the hand held devices – are so readily accepted as a function of necessity. Speech and well articulated rationale is rapidly being overtaken by apps and text, twitter and Facebook. Information is certainly more freely available now, but it is intelligent conversation which allows interpretation and meaning and ultimately, understanding. Young, heavily influenced western Jihadists (both male and female) are not racing to Syria and Iraq because they understand the Koran, and wish to know more about Muslim fundamentalism – they have been influenced by ‘online marketers’. By persuasion rather than by force, but ultimately a measure of the internets power – let the buyers beware.