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Achtung! Google Analytics is illegal, say German government officials

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Laut einer aktuellen Prognose des Statistischen Bundesamtes – Details gibt es hier: http://bit.ly/3h2CR6 – wird Deutschland in 50 Jahren 17 Millionen weniger Bürger haben als heute, zudem wird jeder dritte Deutsche älter als 65 Jahre sein. 100 Erwerbstätige werden 67 Rentnern gegenüber stehen. Das bedeutet auch, dass die Produktivität der Erwerbstätigen erheblich gesteigert werden muss und das geht nur durch Bildung. Im Vergleich zu anderen führenden Industriestaaten hinkt Deutschland in den staatlichen Ausgaben für Bildung hinterher – es ist an der Zeit, dass sich das ändert.

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In 'Consuming Life', the Polish sociologist Zygmunt Bauman describes how people are goods and practice marketing. They mutate into products capable of generating attention as well as demand, in order to obtain what he calls social gratification.

We see this happening every day in new media and in particular in social networks: Followers, friends, retweets, feedbacks etc. are just a few examples of social gratifications. The fact that these gratifications are often instant adds to their value.

Whether we want to admit it or not, the majority of us is and always has been very receptive to social gratification. In my opinion this is another major reason for the popularity of new media. After all, how could the average human being obtain social gratification in old media?

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Spiders have existed for much longer than brands. For over 140 Million years many species have been around building webs. Not all use webs to catch their prey, but for those that do, the web has the great advantage that the spider can catch the prey without having to hunt it down. The spider just needs to be patient and wait. When the prey gets trapped, the spider senses the impact by vibrations transmitted through the web. This behavior reminds me of many brands in the 'other' web – they build websites and wait for the consumer. If the typical prey of a spider would behave like today's consumer, the spider would starve to death while waiting. And brands?

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This morning I was in a hurry and called the taxi stand close to where I live. A guy picked up the phone and I gave him my address. Apparently he did not understand me and confirmed a different street name. I repeated my address, he still didn’t get it and responded with yet another street name. I repeated my address again, he still didn’t get it and asked me, whether I was sure to have dialed the right number. I confirmed, repeated the address and this time he understood. He showed up 5 minutes later and told me that he’s been driving a taxi in Munich for over 30 years and knows every street in town and insinuated that I had ‘mumbled’, which is why he didn’t understand me. If I can, I will obviously avoid this taxi driver in the future. After all, he tried to make me feel like an idiot. Brands often behave the same when ‘dealing’ with their customers. Like the taxi driver, they consider themselves to be ‘perfect’. If something does go wrong, it must therefore be the fault of the customer. Sorry is not just a word, it reflects an attitude. People don’t have a problem with taxi drivers or brands because they make mistakes, as we all make them. We have a problem, if they refuse to admit it and try to blame us.

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With more and more brands sending more and more advertising messages daily, consumers are increasingly switching off. With approximately 5.000 advertising messages being presented to us every day, this is hardly surprising. Brands are loosing their relevance and trust at alarming rates. Besides the sheer amount of ads, the content is a major reason for this development. Many brands aim to differentiate themselves from their competitors, but forget about people’s needs. Brands need to deliver value, solve problems and enable people: People want the hole in the board and not the power drill.

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The Next Generation of Leadership.

Wikipedia defines 'social' as 'attitudes, orientations or behaviors which take the interests, intentions or needs of other people into account'. Media in turn is ultimately nothing more than a platform used to store, receive and transmit information. Let's look at a refrigerator, which is a cooling appliance used to store foods and drinks (at least for most people). Would we ever think about calling this appliance a social refrigerator? Of course not. Social is keeping in mind what others living in our household like to eat and drink and restocking the fridge accordingly, rather than concentrating on our personal favorites. People are social (or unsocial), but not the appliances, platforms and other tools that they use.

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The Game Changers | Chris Anderson | Big Think.

Das ist das Ergebnis der aktuellen Delphistudie "Zukunft und Zukunftsfähigkeit der Informations- und Kommunikationstechnologien und Medien". Die komplette Stuide gibt es auch zum Download: http://bit.ly/2tFcqy

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