Our fingerprints are a sure-fire way to identify us. We leave them everywhere, and we never give a second thought to it when we touch something. The same holds true with our businesses. We are leaving our finger prints on so many things that to trying to figure out all the places they could be is an impossible task.
Now, of course this may not worry you in the least, but it is beginning to worry me. As a strategist who works with businesses every day, and tries to find the most optimum way to gain market reach and exposure, or consolidate branding messages, I am responsible for leaving those fingerprints as well. If you haven’t yet figured it out, the fingerprint I am talking about is digital, the amount of data that is left on the internet, where today, any smart phone or tablet can access it. Like the “footprints” that were the buzzword only a few years ago, we are leaving these digital fingerprints any time we put any type of information anywhere on the web.
My fear is not that my fingerprint is using up valuable resources that will someday in the future affect the next generations, but that we are getting to a point of what I refer to as “Communication Smudge”. Just touch the screen on your device and the amount of information that we are bombarded with becomes a blur. Getting a message out becomes increasingly difficult. How do you market your product or service electronically and actually get seen? It often reminds me of Dr. Seuss’s Horton Hears a Who. Our message is like the tiny world that sits atop a dust speck on the top of a clover that Horton the Elephant finds in a field.
Each minute the amount of “stuff” added to the web is simply astounding, and causes the “smudge”, one message just melts into the next. A recent article posted by Neil Spencer illustrates in dramatic style what gets pumped online every minute of every day, and the finger print remains eternally. Here are some highlights:
- Over 204,000,000 emails
- 48 hours of YouTube uploads
- 571 new websites go online
- 684,000 Facebook entries
- 100,000 tweets.
I didn’t even mention the number of blogs, “likes” and apps that are committed to internet pipelines each minute.
Where and how it will it end? I don’t know. Your digital fingerprints are helping to clog up the system. Perhaps we will reach a point where face to face interaction will once again be the norm and business intelligence won’t come from a touch screen. Pass the Windex!