Ramsey Naja is chief creative officer, JWT MENA
“There are times when I feel I really would like to relocate to Ulan Bator, Mongolia. That’s assuming, of course, that Ulan Bator, Mongolia, sticks to its stereotype of being inaccessible and remains happily disconnected from all shiny things beginning with a vowel. You see, when you have finished packing your iBook, iPad or iPhone and wonder where is your BlackBerry, you know there’s something wrong with your life. Add to that the result of a day spent discussing the must-have apps, must-visit websites, must-connect-to social media forums and all the wwws you really can’t live without, and you reach a point where your mind yearns for something like agriculture.
The funny thing is, I don’t seem to be the only person wishing to move to Ulan Bator. With every new whatsit that’s catching on like wildfire in consumers’ lives, there is an advertising professional who is contacting the Mongolian tourism office. It is, of course, normal for an industry that seeks to understand everything a very large array of consumers are up to in their spare time. The problem with it is, quite apart from inflating the Mongolian national carrier’s (called MIAT – yes, I looked it up) business figures, is that this is sending us back up to the higher floors of the ivory tower.
What many of us are failing to remember is that every e-connected consumer lives two lives at the same time. His or her virtual self – which is generally far more attractive than its real counterpart – simply consumes the digital products strictly relevant to their lifestyle, in addition of course to the things that are not normally accessible to them in real life. And therein lies the rub: with virtual experiences available for almost anything we can imagine – and quite easily – what is left is the arena outside i-this and e-that: it is that of adrenaline thrills or playground fun; of exhilarating discovery or physical achievement. This is my metaphorical Ulan Bator, Mongolia: a place that enriches my real world self. A place where the dominant app is iGetalife.”
But actually Mongolia is among the most well-connected countries in the world.
11 percent, apparently. Should have gone for East Timor (0.1 pc, it says here). Doesn’t have the same ring, somehow, but point taken and humble pie duly digested. Should have checked my info (and avoided stereotypes!). There’s Congo DR, too, but frankly that’s even less conducive to a quiet life than East Timor. I am looking for iGetalife, not iMightdie, you know.
Whilst you and I may feel that its all a bit intrusive, and bemoan the impact your Ipad has on your social life, you also have to realise the profound effect that the Internet and in particular, social media has had on people that may not necessarily have had the opportunities we’ve had. Its opened up a consumer market that is way beyond what advertisers initially imagined, but more importantly, its also opened these people up to education, information and choice that they never imagined before. As always, us educated folk don’t realise how lucky we are. There is a proven and consistent correlation between communication (and more importantly) internet penetration on a country’s economy that can’t be ignored nor will it. This post, unfortunately, smacks of the cynical and blessed with too many options in a world where options are being created on a daily basis for people that never had any. Just my two cents 😉 And lets face it, how long will you last with no hot water, sushi, civil rights or fabulous shoes…???