Ignoring the online/offline divide
So there’s one reason I tell people I do social marketing instead of social media marketing is that I have been living my life as an IT-person ignoring the online/offline divide. Why is the ignoration of the online/offline divide important ?
Because I have also lived with the feeling that the divide would become less and less significant as the internet became more and more mainstream. I hardly feel that there is a divide anymore. Is there ? and if there is – where is it ? The divide might actually be the computer as the portal to the internet, but that is going away too with continously upcoming peripheral devices and transitional web apps. =)
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A few thoughts:
Imo, the divide is still there. And it’s primarily cognitive & epistemological in nature, and, thus, to be located in the mind of the (non)user.
Blaksmark’s got a few good insisghts in this article about (lack of) media integration (i.e. online & offline), see esp. the last two paragraphs:
http://whywebattle.wordpress.com/2009/01/23/medieintegration-battle-and-bounce-positionering/
(The article is in Danish, but somewhat google-translatable).
Thomas Rosenstand’s got a interesting piece that illustrates that many leading Danish companies could optimize online presence quite easily (and his perspective is primarily & limited to SEO)
http://www.thomas-rosenstand.dk/digitalt-tv/
Similar examples are legio, which seem to illustrate that except for first-movers and very media/tech savvy people, the onine / offline dichotomy is still very much there…
/Kasper