Buzz About the Book

Part II: What is the Ignorance Economy?

November 9, 2007

Anthony Robbins

“In the modern world, information is the commodity of kings.”
Anthony Robbins

As I suggested in Part I there is an unrivaled, growing demand for “not knowing” in the digital media and advertising industries. The rise of the World Wide Web has led to the unbridled enrichment of few at the expense of many — from marketers themselves to common Web users. So how are marketers and common Web users being ripped off?

As consumers rush to immerse themselves in a newfound, digital playground (everything from iPods to Facebook) marketers are giving chase. Marketers don’t understand this new realm but young, technologically capable specialists are stepping up to provide help. These digital guides are telling marketers, “you don’t need to understand… we DO understand and will help.”

Who are these elite “digital helpers?” Think Google, Yahoo, Doubleclick, Advertising.com — Web advertising networks and thousands of affiliates they employ, search engine optimization firms (SEO), etc.

Here’s the interesting part: In short time these “consultants” are converting into opportunists. Behind the scenes, this geeky sub-culture is transforming into a digital cabal… quietly sacking away cash, creating dangerous addictions. Your addictions. Today, these digital elite are preparing to dominate the media and advertising landscape moving forward. They mean business.

Dogs Eating Dogs
It’s “dog eat dog” out there as scrappy Web entrepreneurs suddenly find themselves steering mighty Goliaths. In-fighting is breaking out and many insiders are taking a stand. They’re “coming out. ” Says search marketing expert, Aaron Wall…

“It all feels a bit like the mafia, but this is Google’s way to extort you and kill smaller market players without being branded as a corporate criminal.”

Today’s Internet elite are moving beyond helping marketers navigate the digital seas. They are, in fact, producing ignorance as a commercial product. They’re getting rich and quick.

Marketers: Enjoying the Fruits of Digital Pollution
Thus far marketers are willing, enthusiastic participants — playing into the hands of opportunists and their dubious, highly interruptive Web marketing tactics. Many marketers are blissfully ignorant and actively look the other way as they seek to acquire customers and drive sales upwards using the Web. They’re shooting first and asking questions later (if ever).
The resulting digital pollution is everywhere: adware, spyware, spam, phishing. These lucrative practices are in high demand by some very big names — not just cyber crooks. Companies like Travelocity, Cingular, IAC/InterActiveCorp, Dell, Time/Life, DirectTV, Sprint, University of Phoenix all enjoy the elicit fruits. What marketers pretend to not understand cannot hurt them, right? What they actively choose to not trouble themselves with can’t hurt them, eh?

Yet can we blame marketers for hiring elite digital advertising, social media and e-commerce specialists? After all — like the rest of us — they don’t have the time or energy to understand all things digital.

The Consequence of Digital Bliss
Marketings actively choosing the convenience of “not knowing” has led to an opportunity of a lifetime for “in-the-know” e-helpers who, from time to time, find themselves under attack… their reputations diminished. Why? Marketers are catching on to their ruse — and the consequences of their addictions — but they have nowhere to turn. They’re literally locked out of learning — understanding fundamental digital marketing concepts.

Long-time Web site usability expert Jakob Nielsen has gone as far as saying,

“Despite the importance of search, most Internet marketers continue to be clueless about how to perform well in search engines.”

Indeed but why after all of this time? As I see it marketers remain in the dark out of choice… with a little help from their supposed friends (their digital helpers). Even the Federal Trade Commission has offered limited assistance. Marketers are blissfully ignorant mostly because they’re served up a plate of “the benefits of not knowing” daily. They simply cannot help themselves yet find themselves frustrated over time. Yet they DO want to know… they DO want understanding.

But what is it — exactly — that the Internet elite know and why is it so powerful, carefully guarded?