Jacob The digitization debate is a never-ending one. It’s also been in a heated rise with the popularization of artificial intelligence
This debate has always been divided into two camps. The first is pro-digitization and anti-stagnation. They often push for heavy usage of the internet. They’ll promote using digital tools for all kinds of tasks, while constantly seeking better upgrades.
Then we have those who fear it. They’re people (and businesses) who see technology as destructive to nature and our mental health. They see adapting and chasing after each new innovation and trend as tiresome and unsustainable.
The first camp calls for a digital utopia. And the second wants to promote slower and manageable lifestyles.
Now, each camp does have its share of valid points. So today, we’ll try to explore the arguments of each one. We will try to bring together the best arguments of each camp, giving you an idea of how to apply their ideas to your business!
Starting with Pro-Digitization: What Are Their Arguments?
Let us start with the fact that digitization improves collective intelligence. It allows people to research and find solutions to their problems, regardless of scale. The internet for example is a problem-solving tool, not just a source of entertainment.
Also, digitization encourages improved literacy. It forces humanity to read and listen to high quantities of information. Over time, this should improve our literacy rates, and our capacities to better express ourselves through imagery and writing.
Those forms of self-expression reflect positively on all societal levels. For example, they’re excellent in our professional lives, allowing us to demonstrate the ability to better handle and present data. This comes up a lot in marketing, negotiating deals, creating plans, etc.
On a collective level, this encourages intelligent activism. It allows different opinion groups and identities can better articulate their demands to the public. In fact, this goes as far as alerting people to some of the world’s biggest problems without worrying about border barriers (as with the current coronavirus epidemic).
On the topic of collectivity, digitization encourages people to work together. With a tool like the internet, like-minded people can better find each other. They can better share their expertise together on an amateur or even professional level.
Are Those Arguments Valid?
They are, but there are a few side-effects to excess digitization that most of its supporters do not see.
For starters, since digitization allows for easy spread and access of information, anyone can be an expert. Specifically, anyone can proclaim self-expertise and authority status without the actual experience.
It’s one of the reasons why so many industry gurus are on the rise, selling information that might not produce good results in reality. This makes it difficult to tell apart good from bad role models.
But that’s not all. Being bombarded with too much information comes with a set of cons, which is what the next camp looks at…
The Anti-Digitization Camp: What Are Their Arguments?
A go-to argument of this camp is the lack of privacy. Much of our personal information is stored online, on devices, or in browser systems, and it can be hacked and used against us by malicious parties.
Another privacy issue is the lack of free space to disconnect from others. Digitization has brought us social media, the ability to contact people immediately, and a culture that bombards the brain with too much information everywhere.
The extreme reverse is also a problem. Some people have too much space and free time, and with digitization, they end up being addicted to the information presented to them non-stop. As a result, we see problems such as:
- Addiction to social media (wasting hours non-stop on media content)
- Addiction to content and information that lacks practical purpose.
Does the Anti-Camp Have Valid Arguments?
They do, but we do not think that digitization causes those problems. Its people’s choices and habits make them susceptible to being overpowered by digital tools.
That is, the issue is entirely related to the human brain. The human brain is elastic, malleable, and our neural patterns can be rewired by what we’re exposed to. So it’s up to us to use our digital tools correctly. They shouldn’t be a source of quick stimulation. Nor should they be a channel that people use to invade our privacy non-stop.
As a Business: What Should You Do with This Information?
You should try to find a mid-point.
You need to digitize your services, products, and media presence, without harming your consumers’ health, or spreading misinformation. But you can also leverage the appealing aspects of digitization to get more customers.
You can use it in your marketing, where digitization allows you to present your brand in a way that is engaging and fun. You can also apply this as you build your business’ online platforms, whether it be a subscription website, a blog presence, or an online store that you plan to launch.
Also, don’t forget employees. You need to better train employees on the use of internet tools that make them more productive without exhausting them, all while giving them a sense of challenge.
Method: Gamification
A good practice (which works for both customers and employees) is to introduce an element of gaming into your business. This is called gamification in marketing, and it’s a way to keep customers around.
One real-life example is the My Starbucks Rewards system offered by Starbucks.
It comes in the form of a mobile app, which you can download, signup for, and access with a personal account. It’s a loyalty program that awards stars that are redeemable not just for drinks, but also for special prizes. This turns consuming the service into something like a game, where you win an award the longer you commit.
You can apply a similar concept to amass a large customer base. You don’t have to try to make your service as addicting as possible. But, your goal is to entice consumers into being long-term comebacks.
How Do I Gamify My Business?
You need to design an online platform.
Online platforms let regular customers enjoy the fun side of your business. Plus, having an online platform allows you to better collect metrics and analytics on your consumers.
It is a way of getting free accurate information on customers, without guessing perception rates by hawking news sources, and constantly launching surveys.
As for the exact process, that will be for another article. For now, it’s best if you lay the groundwork as to how you’ll gamify, and how to make them stick around!
