The Beginnings
As a large portion of the world is taking tremendous strides
in technological advancements ranging from self-driving cars to augmented
reality, an even larger portion of the world is left behind. Whether by
stubborn choice or unfortunate circumstance, many people do not have access to
technological resources. There is a growing disparity between people who do and
do not have ready access to computers and the Internet—let alone the skills to
use them.
(International Telecommunications
Union, 2013)
23% of people in developed countries do not have Internet
access, in comparison to 69% of people in developing countries (International Telecommunications
Union, 2013). Digital access impacts education, employment, health and much
more in individual’s daily lives. Therefore, technology and understanding how
to utilize it are some of the major drivers to success in today’s increasingly
globalized world.
So why isn’t everyone online?
Aside from the disparities across developing countries, many
people in the United States, a developed country, are not online because of technology’s learning
curve. Technology can be intimidating when not second nature. As a member of
the Google Community Leaders Program, I seek to conquer the digital divide in
the local areas of Ann Arbor and Detroit. My job is to reach out to local
businesses and teach them Google tools such as AdWords and Analytics to help
grow their businesses and optimize their functioning.
But before I teach, I must change their perception.
Perception refers to consumer’s awareness and interpretation
of reality (Babin, 2016, p. 51).
Perception serves as a foundation upon which consumer’s learning takes
place. Often times, a business owner’s perception of reality in regards to Google
tools is filled with self-doubt. They believe that the tools are “impossible to
understand”. Below are some examples of
emails I received just over a week ago from perspective business owners
seeking Google CLP’s help that demonstrate this negative perception of both
Google tools and their own technological ability.
Consumers believe that the Google products are not just
complicated but impossible to understand. Often I combat these misguided
perceptions by shaping their behavior. Shaping is a process through which
desired behavior is altered over time in small increments (Babin, 2016, p. 66). Because these
consumers have such strong negative perceptions about the product and their
abilities, slow and small achievements make them more receptive to eventually running
their own online marketing campaign. Often, these
small advancements are enhanced through the mere exposure effect. The mere
exposure effect leads a consumer to prefer a stimulus to which they have been
previously exposed (Babin, 2016, p. 60).
Many of the business owners that I work with have never even looked at the
AdWords or Analytics interface. I often tell these business owners just to go
home and “mess around”—at least before they put in their credit card
information, just to be safe. I tell them to click buttons and scroll over
definitions to understand the vocabulary and become more familiar with the tools.
The mere exposure effect has applications both in consumer learning and
attitude formation (Babin, 2016, p. 61).
As the business owners become more familiar with the tools, their
attitudes toward them become significantly more positive. I observe this with
all attributes of the Google tools (Babin, 2016, p. 12). As business owners become more familiar with
different features involved in each tool, they have a more positive outlook on
the potential benefits they could receive by utilizing it.
More often than not, conquering the digital divide often
begins with conquering consumer’s perceptions toward Google tools. With their
small businesses, owners often find it very intimidating to use a tool associated
with the empire know as Google. However, Google’s entire business platform is
centered on providing equal opportunity for everyone. Small business owners who
do not take advantage of the technological advancements around them are robbing
themselves of opportunity. Particularly in the United States, income inequality
is drastically increasing. Small business must equalize the business playing
field in any way that they can. By exposing
them to Google tools, CLP hopes to empower small businesses to reach their full
potential.
Works Cited
Babin, B., & Harris,
E. (2016). CB 7 (7th ed.). Boston, MA: Cengage Learning.
International Telecommunications Union. (2013). Percentage of Individuals
Using the Internet. Retrieved
February, 2017.
