In a very mum-like way (i.e. a mortal fear of SMS; still referring to films as videos; the words 8-track still forming part of their vocabulary) I seem to be coming across more and more people shunning online and technology in favour of older, simpler methods (why is simple always used as a positive word? ‘Ohh, they were simpler times back then’. Simple means stupid. Period.)

Working for a digital agency I am all for technology and new advances that make doing your job, marketing your company and generally living in a new world that little more exciting. And I am not necessarily referring to cow/human embryos (although at Magnitude we have been trying to create a hybrid cowman for some time – but Daisy says Larry isn’t loving enough and James is too handsy) but more cool gadgets that allow your mobile to know which people you do and don’t want to talk to and quietly tells them to ‘do one’ accordingly (I am working on that one at the moment).

What is a bit more worrying for us though, in an industry solely reliant on positive reactions to technological methods, is that people will go back to more traditional means of marketing.

However, it isn’t all doom and gloom and luddites of the world should take note. Online now creates an environment where you can recreate the traditional tools of communication in an online forum, and the latest technologies, when deconstructed, are usually new and improved versions of older methods.

Cases in point. What is Facebook other than a schoolyard popularity contest, with the prettier kids with all the friends making all the lesser mortals feel inadequate (and surely being quietly stalked and plotted against?) And what is a successful viral other than a game of Chinese whispers, slowly building up speed the funnier or more shocking it is?

So there, don’t fear technology. Look beneath the surface and it is the old familiar, simple ways – jazzed up to make them interesting again.

Jude xx