Purposeful Marketing At Scale
The business model of today’s monopoly consumer platforms that are serving as our critical information, emergency broadcast systems, profit from collecting highly valuable personal data and then use it to market to users in order to sell people at their most vulnerable moments of their daily lives. This has proven to be a very lucrative trade off for the trifecta technology partnership between data miners and advertisers and unknowing users whose collected data is the commodity being traded.
This business model orients digital technology towards a market-based system of profit. Amazon uses personal data to segregate us into different audiences of consumers by recording everything you view and purchase to generate specific ads and different pricing based on where you live and other personal data. Google has a log of all your search histories, emails, YouTube views and your locational information using maps, which is used to generate personalized advertising. Every Facebook like and share buttons are actually small pieces of code instructing the browser to contact Facebooks’ servers when you land on the site. YouTube videos do the same, feeding data back to Google. These browsers are tracking you, even if you are logged off the sites. All of this information creates a database of your habits and interests that together revel a digital physiological identity. The more time a user spends on a particular platform, more data can be generated about your personal vulnerabilities, which makes you a more valuable comedy for marketers to buy.
No two people’s experience on the web is the same. People are categorized into more than 1,300 categories of users and ushered through the internet based on their preferences which narrows the ability to discover diverse information, but it also segregates based on socio-economic standings, gender, race, education, income. For these reasons no two people’s experience of the web is the same. There is no common narrative stream of critical information for a society addressing the shared purpose of today’s global grand challenges — regulations and new norms for life moving forward with COVID-19, climate change, reskilling for humanities digital transformation, understanding the importance of becoming digital intelligent not simply a digital user. This artificial social system overpowers human nature.
Enter the Digital Public Park
Our Digital Public Park is built with intentions to protect the mind of humans and replenish society. We have new goals — to inform, enlighten, educate and empower, new metrics – purposeful marketing at scale, and a new business model that supports our individual and collective wellbeing — new media supply chain for a stakeholder capitalism economy.—ESG Branded Storytelling.
For the first time in the internet’s history we are experiencing a shared purpose. The power and scale of the global common narrative about COVID-19 is living proof that given a shared purpose the internet can bring society together to address global grand challenges. The collective participation, compassion, and outpouring of goodwill signals that people will stand proud to do their part for the betterment of society.
We are at a critical moment where we can capture, nurture and strengthen our global shared purpose moving forward. Media and technology have a role to play in guiding society out of this crisis and into an unforeseen future by telling stories and presenting content focused on our collective human spirit. Content that looks at global grand challenges and how personal participation is necessary to achieve shared global goals, and most of all narratives of hope, purpose and promise.