Are you familiar with the addictive properties of digital communication, so, as a marketer, you can exploit them? How addictive is addictive? Think in terms of the Digital Panic Scale – the DPS. The DPS is measured by DEFCON ratings, which are scaled from 1 to 5, where 5 equals Armageddon Destroys The World As We Know It. The DPS scale goes up to 10, because the only thing more significant than the end of the world is the end of my MD – my mobile device.
DEFCON 1 – “Did I charge my device last night? Not terribly serious – I can charge it in my car or at my desk or at work or in the airport because I always carry a handy pocket charger.”
DEFCON 3 – “I can’t find my phone. ‘Honey, can you call my phone? I can’t find it anywhere.’ Gee, I hope I didn’t leave it on silent. Maybe I left it in the car, or it fell out of my pocket in between the seat and the door.”
DEFCON 7 – “IT FELL INTO THE TOILET!! Lord, does the hairdryer trick work? How about the put-it-in-a-bowl-of-rice-for-24-hours trick? Or voodoo. Will voodoo work?"
And the ultimate, the horror that has struck many of us…
DEFCON 10 – “OMG!!!!!! I left it in the taxi!!!”
You get the point, or rather, you share the point with gazillions of us. We treasure our MDs more than many members of our family. Maybe all the members of our family. Why? What is the force that has arrested us so powerfully over the last 20 years that makes us equate the loss or damage of our devices with the Destruction-Of-The-World-As-We-Know-It? Tune into next week’s newsletter to gain some insight that you can exploit as a digital marketer.