Bridging the Digital Divide

Digital is revolutionising the way we do almost everything in life these days, from devices converging in to one, to pervasive computing technologies being embedded into the least likely devices and society is being affected by these notions, some for the better and some for the worse.  The digital divide, is a concept that originated in the 1990s, and refers to “those who possess a regular access to technology and those who do not have this access” (Ellis-Christensen, 2010).  The differentiation of access is defined according to “gender, income, race and location” (Flew, 2008). Some view the gap as simply “haves and have nots” but others deem it to be much larger than that, and see it affecting entire countries, populations or races according to Tricia Ellis-Christensen, 2010. 

(Copeland Casati Media, 2009)

 

 

It is a known truth that, “we have more mobile phones on the planet than people” (No Digital Divide, No Date) meaning, we are without a doubt becoming a mobile society.  As phones are continually being upgraded with new features to connect users, such as instant web access, mobile marketing is emerging in correlation with this and is said to be in the future if not sooner “the biggest move in marketing, period” (No Digital Divide, No Date).  Another positive attribute of the humble handset is the argument that “no technology in history has been effective at fighting poverty like the mobile phone” according to Robin Hicks, who also adds that it has “given disadvantaged people access to information with which they can build business.”  There has been the shift from desktop PCs to laptops and now the smartphone revolution (predominantly the iPhone and Blackberry) is taking over.  According to the World Bank, “0.8% is added to the GDP growth when the rate of an extra ten mobile phones per 100 people is sustained.” “…the mobile phone can provide almost instant economic shot in the arm, which disperses in a self-sustaining bottom way up” (Hicks, 2010) So mobile phones are one way to bridge this gap, but what about the inclusion of poorer nations?

Can mobile phones close the Digital Divide? (Banks, 2009)

 

Many people maintain, “the wealth of information available to poorer nations through the internet could help improve lives and put an end to poverty” (Ellis-Christensen, 2010). This seems unattainable, but many organisations are stepping up to the mark and doing their part.  “…less than 1 in every 1000 people have access to a computer in parts of the developing world, compared to 600 in every 1000 in the developed world” (CNET Networks, 2010). One organisation, CNET Networks International, aim to change these statistics by collecting old computers, refurbishing them and distributing them to the less fortunate nations.  But even though there are many charitable associations that aspire to bridge the divide by offering computers or funding to get computers in poorer countries, it can be seen as an issue as “many feel that first efforts should go towards providing clean water, medical care and food as needed instead of giving people technology access” (Ellis-Christensen, 2010).

The question still remains, how can marketing bridge the digital divide? Currently, there is a separation between digital marketing and “traditional” marketing. But, this divide is shrinking, as soon enough businesses will no longer be able to differentiate between the online and the offline world and they will no longer be seen as “separate” (Miller, 2010), also in the source she claims that “marketers are integrating promotional offers via the website and in store, and breaking away from the traditional paid media towards online advertising via communities, networks, forums and blogs.” One organisation, Private Sector Partnership (PSP-One) have realised that accessing up to date knowledge, information and lessons learned in developing countries can be problematic.  They have identified that “social marketers in developing countries often find it difficult to access new and innovative information to strengthen and inform the design of their programs,” (Suchak & Eisengrein, 2008) Therefore, they have addressed these confrontations with a new online conference system, aimed to grasp large audiences across time zones and countries, with minimal internet access that is free of charge.  Users are able to “learn, share up to date information and engage their counterparts from across the globe online” (Suchak & Eisengrein, 2008). The online social marketing conference saves money, is better real time interaction and is much timelier and simpler to access the content submitted. 

Bridging the Divide (Optical Illusions, No Date)

 

Undoubtedly, marketers and various other professions will continuously aim to bridge this divide.  Social marketing is an excellent attempt, as more and more people that were previously sheltered from the online world, particularly generation X, are taking the plunge and going digital. The various organisations providing less fortunate people with the opportunity to be a part of the online world is another example of how this divide is slowly fading.  Yet, there is still an immense gap between those in developed countries and those in developing countries that are still dealing with poverty.  A focus must first be put on this concern, if we wish to truly eradicate the digital divide for good.

Bibliography

Banks, K. (2008, August 4). Mobile Phones and the Digital Divide. Retrieved November 23, 2010 from Putting People First: http://www.experientia.com/blog/mobile-phones-and-the-digital-divide/

CNET Networks. (2010). Bridging the Digital Divide. Retrieved November 24, 2010 from Bridge the Digital Divide: http://www.bridgethedigitaldivide.com/

Copeland Casati Media. (2009, March 3). Digital Divide. Retrieved November 26, 2010 from Copeland Casati Media: http://www.copelandcasati.com/labels/digital%20divide.html

Ellis-Christensen, T. (2010, September 9). What is the Digital Divide. Retrieved November 24, 2010 from WiseGeek: http://www.wisegeek.com/what-is-the-digital-divide.htm

Flew, T. (2008). Digital Divide. In T. Flew, New Media: An Introduction (pp. 25-26). Melbourne: Oxford University Press.

Hicks, R. (2010, April 27). Can Mobiles Close the Digital Divide. Retrieved November 24, 2010 from Asia Pacific Future Gov: http://www.futuregov.asia/articles/2010/apr/27/can-mobiles-close-digital-divide/

No Digital Divide. (No Date). Mobile Marketing. Retrieved November 24, 2010 from No Digital Divide: http://nodigitaldivide.com/mobile-marketing/

Miller, C. (2010, November 18). Bridging the Digital Divide. Retrieved November 24, 2010 from Edelman Digital: http://edelmandigital.com/2010/11/18/bridging-the-digital-divide/

Optical Illusions. (No Date). Acrobatic Engineering Optical Illusions. Retrieved November 28, 2010 from Optical Illusions: http://www.newopticalillusions.com/funny-optical-illusions/acrobatic-engineering-optical-illusions/

Suchak, N., & Eisengrein, D. (2008, September 3). Bridging the Digital Divide: Connecting Social Marketers Globally. Retrieved November 24, 2010 from Informa World: http://www.informaworld.com/smpp/section?content=a901874150&fulltext=713240928

scottnordq. (2008, May 30). The Digital Divide. Retrieved November 28, 2010 from Youtube: http://www.youtube.com/watch?v=qz7dw3pLr-U

 

Social Media Trends for 2010::Good Morning Marketers:: thunder::tech

Information as a Public Good in Marketing

(Davis, 2009)

A public good is something that everyone can access, “…a term used by economists to refer to a product (i.e. a good or service) of which anyone can consume as much as desired without reducing the amount available for others” (The Linux Information Project, 2006).  One of the most interesting examples of a public good is knowledge, which can also tie into the concept of collective intelligence.  A private good is one that has restrictions and limitations, and consumption by one reduces the available amount for others.  Previously, knowledge could also be seen as a private good, as “access to information was traditionally locked behind the gates of institutions” (Boyd, 2007).  But now with more of the world becoming online, information is becoming readily available and therefore access to anyone who wishes to share his or her knowledge, “individuals who know something can easily share it, even when they are not formally declared as experts,” (Boyd, 2007).  Information should not be kept hidden, “anyone can use as much as desired without reducing the amount available for everyone else” (The Linux Information Project, 2006).

There are several significant examples of individuals sharing their knowledge, opinions and therefore informing the rest of the world for free.  According to Danah Boyd, “Wikipedia is a fantastic example of how knowledge can be distributed outside of elite institutions.”  Although it is often regarded as an unreliable site by universities and schools alike, the fact that “those with editing skills can help the information become accessible” (Boyd, 2007) who’s to say these people are not credible? 

The Twitter Bird (Judd, 2009)

Another example of sharing information, as a public good is the Public Information and Marketing in Oklahoma City, America.  Information is provided to “help citizens better access and understand city services and policies” (Yager, 2009).  This is done through formal news releases sent via: email, Facebook, Twitter, the citizen newsletter and a television station City Channel 20, which broadcasts public meetings, news programs and interviews.  Wikipedia, although it is non-profit website and generates no income, “since its birth in 2001 it has become one of the most useful and biggest websites on the Internet,” (Heron, 2006), any marketers dream, because awareness for Wikipedia is all over the world.

My desired career will follow the path of marketing, increasingly marketing for businesses and organisations is done online or through a digital medium, similarly, the most common source of public information is online, as “online giving keeps growing” (Houchens, 2007).  Having the product, service or business message online is highly beneficial to a marketer as more demographics and specified target markets can be reached to accessibility ease as, “26 percent, of the worlds population is online,” (Ribeiro, 2010).  “…Marketing is an information tool” (Houchens, 2007) and in order to succeed one must “share relevant information with a relevant audience” (Houchens, 2007).  Ensuring that information is a public good in marketing will be highly beneficial with the growing popularity of social media that businesses are utilizing to get their message across, this can be done through blogs, micro blogs such as Twitter, Facebook and even Youtube. Businesses can ‘connect’ with their target markets and other potentially interested third parties, by posting updates via the various social media platforms and maintain relationships. Internet marketing is another means by which information is a public good through my sought after profession, “it is the business of both advertising and selling goods and services on the internet…and is growing in popularity as millions of people now purchase online,” (Tay, 2007).  Luring customers can be as simple as, “article marketing, blog marketing, email marketing, banner ads, pay per click ads and pop up ads” (Tay, 2007). 

“Often, it is believed that information, if it is not protected, can be stolen and claimed to be another’s,” (Davis, 2009) but a creative commons license can help prevent this, whilst still allowing people to access the information.  “…a creative commons license lets you dictate how others may use your work… and allows you to keep your copyright but allows others to copy and distribute your work provided they give you credit and only on the conditions you specify,” (Webopedia, 2010).  There are four guidelines that information consumers must follow in order to comply with a creative commons license- “attribution, non-commercial, no derivative works and share alike” (Webopedia, 2010) the source also mentions that having a creative commons license, “…allows you to keep your copyright but allow others to copy and distribute your work, provided they give you credit and only on the conditions you specify.”

Overall, is it evident that information is a public good, especially in marketing.  It can be viewed as an integral element in connecting with your target market, which in turn leads to success for a marker.  Social media is continually increasing as a means of getting a businesses message across and raising awareness.  With the current growth rate of Facebook, Twitter and YouTube and so on it is not an option for a business to provide information publically and to go online, it’s a necessity.

Bibliography

Webopedia. (2010, April 1). Creative Commons License. Retrieved November 7, 2010 from Webopdedia: http://www.webopedia.com/TERM/C/Creative_Commons_license.html

Yager, K. (2009, May 12). Public Information & Marketing Office. Retrieved November 7, 2010 from The City of Oklahoma City: http://www.okc.gov/pim/index.html

Video, T. T. (2010, January 3). Social Media Trends for 2010: Good Morning Marketers. Retrieved November 8, 2010 from Youtube: http://www.youtube.com/watch?v=DJsCU56Tbtw

Analytics, V. (2010, February 6). Marketing 2010. Retrieved November 8, 2010 from Youtube: http://www.youtube.com/watch?v=TQbmVaqSV9k&feature=related

Antin, J. (2009, April 7). Twitter Bird. Retrieved November 8, 2010 from Technotaste: http://www.technotaste.com/blog/page/4/

Boyd, D. (2007, June 26). Knowledge Access as a Public Good. Retrieved November 7, 2010 from FutureLab: http://www.futurelab.net/blogs/marketing-strategy-innovation/2007/06/knowledge_access_as_a_public_g.html

Davis, P. (2009, April 9). Information as Property. Retrieved November 7, 2010 from Scholarly Kitchen: http://scholarlykitchen.sspnet.org/2009/04/09/information-as-property/

Heron, A. (2006, September 12). The Benefits of Wikipedia. Retrieved November 6, 2010 from Film Detail: http://www.filmdetail.com/2006/09/12/the-benefits-of-wikipedia/

Houchens, C. (2007, March). Selling Good Works -- Marketing a Non-Profit Organization. Retrieved November 6, 2010 from Shotgun Concepts: www.ChrisHouchens.com

Ribeiro, J. (2010, May 25). More than One in Four Use the Internet Worldwide. Retrieved November 7, 2010 from CIO: http://www.cio.com/article/595014/More_Than_One_in_Four_Use_Internet_Worldwide_Says_ITU

Tay, M. (2007, August 18). What is Internet Marketing. Retrieved November 5, 2010 from SlideShare: http://www.slideshare.net/kamarvin4/what-is-internet-marketing

The Linux Information Project, P. (2006, February 16). Public Goods: A Brief Introduction. Retrieved November 6, 2010 from Linfo: http://www.linfo.org/public_good.html