Three Minds On Digital Marketing @ Organic

This conflict between the pursuit of individualism and human's innate social nature was also the subject of a book called Herd: How to Change Mass Behaviour by Harnessing Our True Nature by Mark Earls. In the book, Mark explores how Western culture has greatly misunderstood our own human nature and the way social movements arise. Mark used Exactitudes as an example of his theory:

"The tattoo section shows that even when we think of the most individualistic fashions - having someone draw on your body - the individuals are clearly doing something what other individuals are doing and not being 'different' or unique. Our efforts to be individuals are ultimately in vain."

Many are using this "herd" theory to apply to a new method of advertising in this highly socialized medium. Faris Yakob explains why advertising has the ability to become cultural phenomenon:

"The ultimate aim of all commercial communication is to spread ideas that elicit a behavioural response. Specifically, we want to influence mass purchase behaviour. But if a brand can propogate some intermediate behaviours, like getting people to shout 'Got your number' or 'Wassup!' at each other, then you get a whole host of additional benefits.

Before consumer generated content was a thing, people made hundreds of 'Wassup' spoofs, spreading the message further. In a person's head, the behaviour recalls and reinforces the brand, and vice versa, keeping the brand salient. And, of course, behaviour is viral. Humans are hardwired to learn by imitating. The drive to copy is so powerful, when children are shown behaviours they know are pointless to achieve the required goals, they imitate them anyway.

If you want to influence people's behaviour, give them something to copy."

Thanks to Mike Glowacki for starting this discussion.

Marta Strickland