Death & Habit


Durarara!!

The death of the click, as such, sounds dramatic:

For the past 10 years, we’ve operated on the premise that the most important digital metric is the click that refers a person to a website. That click usually comes from a social distribution channel, like Facebook or Twitter, or a search engine, like Google or Bing. But according to industry experts, the click referral is becoming an idea of the past, soon to be replaced by content exposure.

It would behoove us to pay attention. To the one, it is already happening. To the other … er … ah … well, yeah, there is, in fact, a point to wondering what the big deal is. But that’s the thing. As the Axios report explains:

Clicks look like a high-performing tactic, but a lot of work is done to get you to type something into a search bar to begin with,” AdRoll President Adam Berke tells Axios. Marketers are starting to attribute marketing success towards content exposure that drives you to click something, instead of the click itself. Two key formats increase content exposure: video and passive scrolling. Google and Facebook are investing heavily in products that embody these formats: YouTube and Instagram.

The bottom line is that your daily habit isn’t going to change for evolving necessity; rather, how you interact with the world will become more and more bound to theses of behavioral economics applied within a marketing context intended to backfill its justification post hoc―that is to say, your behavior will change to suit someone else’s business model.

And, yeah, that might sound a bit dramatic, but most people probably won’t notice, except to grumble a bit, like they did with Apple and … I don’t know, that dating app.

Meanwhile, for the business community the definition of success becomes even hazier. Good enough for government work, is better redefined as, Good enough for the tech sector. Then again, the definition of government work might well be unsettled for the momemt, as well, so … you know.

Whatever.

____________________

Fischer, Sara. “The death of the click”. Axios. 20 February 2017.

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Loops and Tangles


It seems an uncertain question; there are, after all, trivial occasions and results, but what of habituation? To the one, you say to the child, “I am going to [do this]. What do you think?” To the other, you say to the adult, “[The child] wants [this].” When it is what one intends to feed the child, perhaps this isn’t a particularly important distinction. But it really does feel, in other moments when you tell people what the child wants about various things, like a setup. And at some point amid the repetition it does occur to wonder: Is it that you don’t think I hear? Or do you really think telling a child something and then asking a binary question establishes what a child wants?
     To the one, we are all human. To the other, that this is not necessarily uncommon behavior is part of the point. Or the problem. The rest is less certain; perhaps there are occasions when the child says no, but on the occasions I do, in fact, hear, it seems a pretty predictable process.