The Second Dimension - The eUniverse

(Originally written in 2016)

Why do I call this the second dimension? Because this is a reality in that it is as much an extension of the string theory of multiverse. (Big Bang Theory is quite educative on that with loads of fun!). Physicists would have us believe that there are parallel universes. And they might be true or not but one parallel universe that is very visible and real is the secondary universe of the internet with a multiple identities for everyone. 

Unlike the other parallel universes where either do not meet, in this arena, the parallel universes not only interact and co-exist, they influence each other drastically. Our identities in the other universe - the virtual world of the internet - which I term the second dimension, is now getting more powerful influencing decisions. In more ways then one, the internet is not just a medium, or a channel it is a second dimension of our lives creeping into effecting real life in a big way. 

Me thinks that in the coming days, we will require a more special world to encapsulate the world digital, the internet as we know it. Comprehending that it is more than a medium and more like parallel universe, we have to come up with something unique and conceptually so clear that it gives us an idea that we are talking of a metaphorical world that substantially overshadows the real life.

I would call this the eUNIVERSE. 

In reality the term may not catch up immediately but in the future when marketers and physicists want to refer to the identity of the people online and the whole world that inhabits this space, they will refer it to as the eUniverse.  

I will start right away. India's eUniverse is a mind boggling scenario. Nearly 500 million Indians are now on the internet. Some still far from being net savvy. But of these nearly 70 percent are on whatsapp and another 50 percent are on FB and know what Google does.

In the Metros and other larger cities of India, more than 200 million people are connected to the net. By 2021, experts predict that India will have more than 800 million people with access to the internet.
People are ordering online. More and more. Food and clothes and medicines and condoms. There is no limits. 

Study, learn, work, play, romance and go further. (yes, sadly stimulate sex life - fact of the matter being that porn remains the number one sector that draws the most crowds and is a multibillion dollar industry)

But the dark side apart, there is no denying that the boom that the dot com industry is now seeing is here to stay and is not a mirage that early 2000 saw. Today the industry is backed by logic and rational: a smart generation with smart phones, steady incomes and growing affluence is marked by the ability of firms such as Amazon and Flipkart yo deliver results. Amazon is investing billions of dollars in India. And the result will be income in trillions in the near future.

So can we afford to ignore digital marketing India?

Thats would be suicidal and moronic.  

So buckle up, pull up your socks and take a dive. The Second Dimension is a reality in India. Your customers live in another eUniverse and the only way you can reach out to them is by entering this eUniverse yourselves.

And like you wooed and fought for their loyalty in the traditional world, you need to do it in eUniverse.

However, the dangers of the eUniverse is that it is far too easy to reach out to them. Thanks to targeted marketing, with every mail being read by robots you can tell your customer you are available and near by. Thanks to SEM and SEO and a host of other easy to understand and manage aspects of the internet and millions of service providers, your customer is a click away.

That brings us to the point - analytics and demography in places, enter psychometry and other hard to understand aspects of marketing that tries to analyse and interpret behaviours and actions and then  design communications accordingly. So what we have is content marketing taking into considerations other factors that will influence positively.

Accepting the whole new eUniverse that controls and manipulates the real people in this dimension is the beginning of your ability to make a difference to the single personality that traverses the two dimensions seamlessly.

And digital marketing has to blend seamlessly into the e-Universe to have the best impact.

I would like to hear from you. From any dimension. (: