All in the Digital Family

stick family“Welcome to the family!” chirped my new Inbox message. It was filled with so many little hearts and emojis I initially felt I must have been adopted into some friendly group sharing my religious or philosophical leanings. Its presentation, which would have been entirely fitting for such an invitation, was overwhelming in its warm-fuzziness.

Actually, all I had done was order a watchband.

Unwilling to pay the highway robbery prices that the digital watch people wanted for a replacement band at their store, and tired of my cute young manicurist wearing herself out with futile efforts to clean my old watchband, I had gone on an online search. watchbandsThere are more watchband choices out there than lipstick shades. But I persevered. On about page 43 I found a band identical to the highway-robbery-priced one, clicked off my $12.99 and hit Send. That, apparently, granted me entrance into the family.

Actually, this is not exactly a one-time thing. It appears that every online purchase I have made, plus just about every cause I have supported, has brought me into the circle of extended-family items (Watchband? You’re going to love these earphones!) or communications. “Thank you for your support” tends to be followed by daily updates and hourly pleas for further support, not to mention invitations to support like-minded causes. And if you’d like to keep your watchband selection private? Forget it. digital marketingFacebook now knows. Every company related to watchbands now knows. You will be so bombarded with watchband-related ads in between posts from your real life Facebook friends you may find yourself saying, one day, “What the heck, maybe I should order that power cord; my power cord is frayed . . .” Resist that urge. Go to Walgreen’s and buy it; they already know everything about you from all those Club Card purchases anyway.

Here’s the thing. Who among us has not purchased something online, Liked something on Facebook or Instagram, or sent off a contribution to a worthy cause? In truth (unless you subscribe to Rudy Giuliani’s assessment that truth is not truth) each of those transactions immediately welcomed us into some extended, digitally-connected family, and 99% of the universe is, by similar fates, right there with us. It is a downright incestuous situation.

international-peace-doveBut we should at least have world peace.