Did you know that reliance on search engines is changing the way we think? Perhaps even, our ability to think at all...

And what does this mean for marketing?

According to a study by Betsy Sparrow at Columbia University, we are re-organising the way we remember things.

Photo by Pixomar

 

Did you know that reliance on search engines is changing the way we think? Perhaps even, our ability to think at all...

And what does this mean for marketing?

According to a study by Betsy Sparrow at Columbia University, we are re-organising the way we remember things.

“Our brains rely on the internet for memory in much the same way they rely on the memory of a friend, family member or co-worker.”

The big deal is that rather than retaining knowledge, we’re relying on machines to retain it for us. When we need it, we go and get it…

What are the implications for marketers?

• An Internet presence is mandatory (out of sight, out of mind…)
• Content is king (people will rely on you to provide them with what they need to know…)

Finally, does this mean that what people are able to find through research, will become more important that perception?

Could it be that we will have less space to retain brand perceptions and, instead, take our cues from what we read online via articles and recommendations?

Perhaps even, we could forfeit our brand identity and perception completely to the machines...