“The theory of Technological Determinism relates to the studies conducted by Marshall McLuhan who states that we are living in a new age of technology that has never been experienced before. Studying media and culture in England, McLuhan found himself trying to decipher the media environment that surrounded him. The people that lived through the inventions of the phonetic alphabet, the printing press, and the telegraph saw drastic improvements in the way people were able to communicate. Sometimes known as the “Oracle of the Electronic Age,” McLuhan is telling people that the new electronic media is changing the way people think, act, and feel. McLuhan suspects that the current technological environment, when looked back upon, will be seen as a major turning point in the history of communication.”

True to his prediction, today people have a wide choice available to them through the digital media world for any information they are searching for. Internet medium, when began was aimed to serve the purpose of education, humanity and thus bring the world closer. But today, we see a culture that internet is reflecting on it users and thereby to the society. Its so true that the new media is evolving as a culture now. Its no more a FAD, no more considered just a tool of medium available to an individual, rather, it is part and parcel of everybody’s life. 

But how did this revolution happen?? Google. 

Google is undoubtedly one of, if not the single greatest enabler of this revolution to happen. It has almost single-handedly facilitated that initial vision of the internet and completely removed problems with finding relevant information on a global platform with billions of pages. Indeed, so good is Google at what it does that it has brought about a shift in how people use the web. No longer do we want help finding information on the internet; we now want help choosing between the mass of information that is delivered to us in less than or around 0.4 seconds.

As a result of this, it’s no longer enough to be on the first page of Google, once considered the holy grail of SEO. Now we have to provide guidance when someone scans that page and clicks on our links; people want evidence that our website provides them with the answers we’re looking for, whether that be that that those shoes are indeed fantastic and we can deliver them in two days, that the advice we’re giving them on their rash is accurate, or that we are the very best PR agency for the job.

The impact on marketing strategy of this cultural shift is significant, and this is where social media comes into its own. People are now looking for recommendations to give them confidence and to back up what they read on a website. Being listed is no longer enough and, whether they be e-retailers, corporate websites or even internet directories, those sites that can offer genuine opinion from consumers are the ones that are going to get ahead. Put simply, social media provides access to such opinion.

As observed in a post, the social web is all about sharing, social media is the biggest form of word of mouth the world has ever seen, connecting friends, colleagues and strangers and building trusted relationships across thousands of miles. And marketing communications has strived for word of mouth marketing (now known more commonly as viral marketing) since day one. Social media provides a solution to the paradox of the web now giving us too much choice, from a friend’s recommendation on Facebook to a stranger’s opinions on a forum to a review on a directory site.

This trend will become even more significant for marketers as web 3.0 becomes reality. The concept behind the semantic web is that computers will be able to define the meaning of information on the internet without guidance from humans; the web will be able to define context and sentiment, and computers will be able to analyse content and links rather than merely connect. Given this, the influence of the social web can only grow. There’s no going back, and the sooner marketers fully understand this, the better.

So what next? Social Media 4.0 or direct jump to version 12.0? How effectively can we use this social media for? For what purpose? Share your views.

Be creative, Be innovative. Its in you !


  1. Preetha

    wow..really got me thinking.. what were doing before google?? it really sets me thinking what would we have done without it?? Whether you like it or not New Media is is definitely here to stay..

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s