As a parent we learn our children that it is cool to use the computer. So when you are 3, you are playing a Winnie the Pooh-game, and when you’re 5 you will start surfing the Internet. Then it’s tike for a mobile phone when you are 8, a MSN messenger tag when you are 10 and you will open your own blog at Myspaces, LiveSpace or Hyves when you are 12. Kids are being digitalised and we like it. It is the future and the way they combine media and digital tools even make us proud.
We also explain them that there are many lunatics on the Web and that they should never, ever give their real name, phonenumbers or adress. And they listen wll because the trend is now that everybody has another identity on the Internet. And it’s als becoming more and more fun to be more then one somebody else. So MasterBlaster is FantasyGirl is Nomore is Notshy. Databases are filled with all these names and tags. For marketeers something to realise that 1.000.000 names in your community website might sounds good to your sponsors, but if you check IP adresses as well, you will discover that maybe 25% is a double identity. I think that the upcoming trend of a fake-identity will make it more difficult for us as marketeers to know who our on-line vistors are. There is only one solution for a company apperance; be real, and you will get back what you are!
