Skip to main content

Gord Hotchkiss, Neuroplasticity and Kids

Search marketing guru Gord Hotchkiss wrote an intriguing post last Thursday on neuroplasticity—the ability of the human brain to constantly adapt to its environment. In Grandma Via YouTube, he points out while this happens throughout our lives, and is generally called simply "learning," "there are two phases where the brain literally reforms itself in a massive restructuring: right around two years of age and again as teenagers."Pondering the implications of this in an age of rapid technological advancement, Hotchkiss asks: "What happens when our children's brains develop to handle something we never had to deal with as children? Quite literally, their brains function differently than ours. This becomes particularly significant when the rate of adoption is very rapid, making a technology ubiquitous in a generation or less."

To put this in historical context, had you been born as recently as the late 1700s, your brain development likely would have differed little from that of your parents, or grandparents
, because your lifestyle likely would have been very similar. That's certainly not to say that there was no progress taking place, only that it was much more gradual than today with major technological advancements fewer and farther between.

Author Tim Harford chronicled the accelerating pace of technological change lucidly in The Logic of Life:

"Imagine compressing the last million years of human history into just one year. Three thousand years would pass each day...On this compressed time-scale, our ancestors first used fire sometime in the spring. Despite this early breakthrough, new ideas were slow to arrive on the scene. Until late October our ancestors were still wielding the most basic stone tools...About December 19, the beginnings of civilization were visible: cave paintings an
d burial sites. It wasn't until December 27 that there was much evidence of sewing needles, spear throwers, or the bow and arrow."

Harford also notes that human living standards (a rough proxy for technological development) have increased as much since 1880 as the did from the dawn of humanity until that point. It was the industrial revolution of the early 1800s that really kick-started the process of accelerating technological development.

Getting back to Hotchkiss, this means that neuroplasticity has created greater generational effects since the invention of the steam engine than before that. Still, those differences remained reasonably subtle for the next 150 years or so. They became much more apparent only in the last half-century. The term "generation gap" was first used in the 1960s. Of course, teenagers and forty-somethings had always possessed different knowledge, interests and attititudes. But by the 1960s, neuroplasticity and the accelerating pace of change noticably produced for the first time a far more profound effect: teens didn't simply think about different things than their parents, they actually thought differently. Their brains didn't work the same way.
Hotchkiss identifies television as the primary cause of this difference, though certainly many other world-changing technological developments of mid-century also may have played a role, from the birth control pill to transistors and space travel.

The continued acceleration of technological development means that the brains of today's children will be even more different from those of their parents than those of the "generation gap" adolescents of the 60s were from their parents'. This will have profound implications for many areas of life: family structure, politics, business, you name it.

The most profound, however, will likely be in education. Effectively educating today's children to continue our human progress may require much different approaches than those of even a generation ago. Their brains work differently, not just from their parents' but also from their teachers.' Content-wise, education must pass along the wisdom of the past (e.g., philosophy, natural law, economics) as well as the knowledge of the present. Methodologically, we are in uncharted territory; no one can possibly know what approaches will work best, but a freer market in K-12 education
—where innovation can thrive and competition can help isolate and hone the best ideas—would give us a much better shot at identifying and utilizing the best practices for all of the coming generations that just don't think like you and me.

*****


Contact Mike Bannan: mike@digitalrdm.com

Comments

All Time Greats

Top Notch Digital Marketing Tip: Google AdWords and PPC

MARKETING: 101 Looking for some online marketing strategy or social media tips to grow your business? Well, you’ve come to the right digital marketing resource! Web Market Central has been doling out the proper digital marketing advice for years. And as you already know, marketing to customers online is 100 times easier than using dated, expensive and traditional marketing tactics. Like seriously, who uses billboards in 2019? But you already know how effective digital marketing can be in the modern age. So now that you're totally convinced of what you already knew, let’s give you today's top-notch digital marketing tip! The Pure Unfettered Power of PPC (Pay-Per-Click) and PPC Campaigns Just like optimizing your site to rank for keywords, you can use our online marketing tips to pay to run advertisements on Google so that your business is shown on the first page of search engine results. Ranking this way is instantaneous whereas SEO (Search Engine Optimizati...

How to Use SEO: Leverage SEO To Be Found Online and Boost Your Online Marketing

All businesses that want to attract customers online, no matter the business size or age, have few options other than Search Engine Optimization (SEO).  SEO In The Box™ by Results Driven Marketing®, LLC There are roughly 1.8 billion websites online, and basic SEO allows Google to find and index or catalog your webpages.  After that, Google serves you up to searchers in the organic section.  The question remains: where they list your site, on page one or page 22 or further back? SEO controls your positioning. Do you want to be found online or not? If your business is online or you want your product or service to be found online, then Search Engine Optimization (SEO) is a must, and knowing how to use SEO to leverage the power of the internet is vital. Arguably, an effective SEO strategy gets you on the organic results section of the search engine results pages (SERP). Organic traffic is highly valuable and requires high-quality SEO. But even busines...

Top-Notch Digital Marketing Tip: Advertisements That Make Sense

MARKETING: 101 Looking for some online marketing tips to grow your business? Well, you’ve come to the right digital marketing resource ! Web Market Central has been doling out the proper DM advice for years. And as you already know, marketing to customers online is 100 times easier than using dated, expensive and traditional marketing tactics. Like seriously, who uses billboards in 2019? But you already know how effective Digital Marketing can be in the modern age. So now that you're totally convinced of what you already knew, let’s give you today's top notch-digital marketing tip! Advertisement Congruence If your business is running ads this is one of our most important online marketing tips! Ad congruence is when your ads and landing pages look alike or have the same message. Have you ever clicked on an ad and been taken to a page that looked nothing like the ad? When your ads look like the web pages they lead to, customers will feel like they are in ...

5 Painfully Common SEO Mistakes to Avoid For Better Results

Every company wants their website to show up well in search engines, and their marketing teams understand the importance of search engine optimization. And after the thousands of articles and blog posts written about search engine optimization , SEO is no longer the black art it once was. It's still a blend of art and science, but the basics should be well understood at this point by web marketers and designers. To their credit, many have integrated this basic knowledge. Yet there are still a surprising number of sites that violate some of the most basic principles of SEO, and pay a penalty in poor search position. Here are a few still-common mistakes that are easy to avoid. Header Tag Abuse: Although header tags have declined somewhat in SEO importance , they still have somewhat of an impact on rankings—and they are an easy thing to get right. Sites that use words and phrases like "Overview," "About Us" and "Our Services" in their h1, h2 and h3 h...

Email Campaign, Newsletter and Banner Ad Click-Through Rates (CTR)

When planning online advertising and email promotion budgets, it's critical to calculate the likely ROI upfront whenever possible, as well as to establish campaign benchmarks. The first step is understanding the average and likely range of CTRs for various programs. The growth in online advertising, the proliferation of enewsletters, the emergence of new forms of information delivery such as RSS and the emergence of social media sites have all affected CTR, so planning based on current data is crucial. It can be challenging to find current statistics, but based on several studies, these are typical CTR ranges for email newsletter ads, email campaigns (blasts or internally-produced enewsletters), and banner ads. Email newsletter advertisements Open rates range from 28-40%, with an average of about 33%—meaning that roughly one-third of the subscriber base is likely to see your ad. The Advertising Is Good For You blog tracks these statistics from DoubleClick . The average CT...

Fishing for B2B leads? Choose the right bait.

Fishermen (fisherpeople?) choose their bait based on the type and quantity of fish they hope to catch. On the lakes of Minnesota, worms and small leeches are great for catching sunfish, and if find a good spot, you can catch a lot of them in a short time. However, it's likely that you'll also end up throwing many of them back because they're too small to be "keepers." Bait such as sucker minnows or spinner lures will attract larger, more exciting prey like northern pike. These larger fish are more elusive, so you likely won't end up catching many, but each one will be larger and more fun to catch than a small panfish. The same principle holds true in b2b lead generation. Different types of b2b lead generation programs can be used to draw visitors to your landing page, but once there, your incentive for response is the bait that determines the quality and quantity of leads you'll "catch." The greater the involvement you require of respondents,...

What is CRO and How Can It Skyrocket Your Conversion Rates? Expert Digital Marketing Strategies Revealed

‍ Image Source: FreeImages‍ ## Introduction to CRO (Conversion Rate Optimization) In the world of digital marketing, Conversion Rate Optimization (CRO) is a crucial strategy that can significantly impact your business's success. CRO focuses on improving the percentage of website visitors who take desirable actions, such as making a purchase, filling out a form, or subscribing to a newsletter. By optimizing your conversion rates, you can maximize the return on investment (ROI) of your digital marketing efforts. Why CRO is important for your business CRO is important for your business because it can directly impact your bottom line. By increasing your conversion rates, you can generate more leads, increase sales, and ultimately drive revenue growth. Instead of solely focusing on driving more traffic to your website, CRO enables you to make the most of your existing traffic by ensuring that a higher percentage of visitors convert into customers. In addition to boosting your revenue, C...

The Wrong Way to Build External Links for SEO

Anyone who's worked on search engine optimization (SEO) for any length of time understands the importance of building relevant external links to a website. But whether you do choose to SEO internally, outsource it domestically, or offshore the effort, it's important to get this process right. If you're doing it internally, follow established best practices for this effort (including the information below). If you outsource your SEO, ask your vendor exactly how they perform their SEO work. I frequently receive reciprocal link requests for WebMarketCentral.com . Some of the requests are well-written, some inelegant, some spammy. But I recently received the following message, which was among the worst I had ever seen: Subject: Link exchange Dear Webmaster, My name is (name), and I run the web sites.: http://www.clickatest.co.uk/(PR>2) http://www.clickajob.co.uk/(PR>3) http://www.freshpromotion.com/ I recently found your site and am very interested in exchanging links. Y...