The Internet Has Changed Nothing

The Internet has profoundly changed everything. While it’s true, this morning I just happen to be sick of reading it. I think the camel’s back broke today. Poor bloody camel. Give the blighter a cup of tea and a sit down (and a back brace.)

The truth or irony is that the internet has profoundly changed shallow things. It has made at best a shallow impact on profound things.

This is true, at least, for marketers, because marketers should be interested in the motivations, needs, and behaviors of people. People haven’t changed that much in the last twenty years. The internet’s changed the way we do things, but not why we do things. Because the internet revolution is primarily about the exchange of information, it influences our cortex more than other parts of our brain. The cortex is the least influential part of the brain in determining our behavior.

Here are some of the more profound things the internet has not changed at all:

- Our brains still have to filter the deluge of sensory input.

- People create stories and meaning out of that highly restricted input.

- People live inside these stories and generally believe them to be the ‘truth’.

- Through these disparate stories we strive to find connection and a shared reality.

- Only deeper listening and more authentic dialog facilitate this.

- The more deeply we are entrenched in these stories, the harder it is to relate to others with different stories.

- Our thinking mind still takes credit for everything, believing itself to be in charge.

- 99% of brain functioning happens outside of conscious awareness.

- The role of the emotional subconscious in creating motivation.

- People are still influenced by mass media.

- The more people who buy your brand, the bigger you’ll be.

- The combination of moving pictures and sound is still the most powerful way to tell a story, provoke emotional response, and build a brand.

- People don’t care much about brands.

- People still buy brands without ‘engaging’ with them.

- Or — shockingly and appallingly — even being aware of the brand name!

- At some point people who write lists that could go on for ever have to stop writing them and get on with their lives.

Matthew Wilcox in The Business of Choice, explains that in speaking engagements he begins by saying he’s not going to talk about the latest 6-week (or 6 day) trend, but rather about stuff that may not have changed in 600 million years (I paraphrase.)

It’s an important point I urge us all to focus on. At 3frequency, for example, our core focus is on the decision-making mechanisms in the brain, and bringing together world-class expertise to reliably influence decisions.

The internet has changed everything, and it has changed nothing. For effective marketing — and for the things that make us most human — the things that it hasn’t changed are far more important than the things it has.

— — -

3frequency uses science to take the risk out of marketing and hit consistent home runs. We focus on how toinfluence decisions, not marketing orthodoxy, to reliably deliver the outcome you need.

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