It’s difficult to imagine living in a world without instant access to information at our fingertips.  The Internet has not only drastically impacted the efficiency of our everyday lives, but it’s also changing the way our brains work.

A recent study conducted at Columbia University explored the relationship between human memory and technology, challenging the myth that our access to the Internet is making us mentally lazier.

The study, referred to as “The Google Effect,” confirmed that the use of the Google search engine alters our brains and changes the way we organize and recall information.  Instead of relying on our rote memory (learning through pattern or repetition) to remember information, we rely heavily on external sources to find the information for us.

The Internet essentially serves as a form of transactive memory, or information that is stored collectively outside of our personal memory that we can call upon at any time.  Knowing that we can rely on Google to access information instantly, we often outsource our rote memory search to Google and eliminate the need for our brain to do the job.

Historically, humans have relied on other information reservoirs (e.g. other people) to help them out in recalling information.  Prior to the existence of the Internet and search engines, people relied heavily on “group memories,” or memories passed on from person to person within groups.  Today, Google acts as the primary group memory source.  We’ve become primed to defer to technology when tasked with recalling information or asked a difficult question.  Thus, we have lower rates of recalling information based on our own memory, but enhanced recall for where we can access information.

Simply put, if we know where we can find the information we seek, we are much less likely to put forth the effort store it in our own brain.

One of the key experiments within the Google Effect study asked participants to type 40 pieces of trivia info a computer.  Half of the subjects believed the information would be saved on the computer, and half were told that the items they typed would be erased.  Those that thought the information would be deleted were more likely to remember the trivia, as they believed that would not be able to access the information at a later time if they needed to recall it, indicating that people are much less likely to put forth effort in remembering information when they know where they can find it instead.

Further delving into how we use our memory in conjunction with our technological resources, researchers were curious as to what we think of first when asked to recall a piece of information.  Do we think about the specific memory first and dig into our rote memory to find it, or do we immediately jump to where we can go to find out?

Participants were asked whether there are any countries with only one color on their national flag.  What surprised researchers was that participants were better able to recall the folder on the computer where they had previously stored the information, instead of the actual information itself.

Remembering where you can find information, rather than the information itself, is referred to as our transactive memory.  Our brains rely on the Internet for memory in a very similar way as we rely on friends, family, co-workers and others to recall specific memories and information.  We remember less through knowing information itself than by knowing where information can be found.

The use of search engines suggests that human memory is reorganizing where it turns to find information.  We are adapting to new technologies rather than solely relying on our rote memory.  With new technology constantly being introduced and integrated into our daily lives, our brains evolve as we learn to use it.  Our brains will continue to evolve over time in response to the environmental stimuli that it is presented with.

While the Internet’s effects on memory are still largely unexplored territory, the Internet has become a primary external storage system, saving us time and freeing up parts of our brain to use for other, more creative endeavors.  It is easier to learn and understand complex concepts when we don’t feel pressured to have to remember everything.  By freeing up our mental RAM, we increase the speed by which we process other information.

Betsy Sparrow, psychologist and lead researcher on the Google Effect study, was quoted saying, “We’re not thoughtless, empty-headed people who don’t have memories anymore, but we are becoming particularly adept at remembering where to go to find things.  And that’s kind of amazing.”

by Rachael Glaszcz, guest blogger

Facebook will reportedly roll out a beta version of timeline interface for brands by the end of February. Is your brand ready? Are you set to detail your company’s accomplishments and perhaps (gasp!) public-worthy failures in glorious chronological order?

Facebook VP-Global Marketing Solutions David Fischer has said Timeline for brands will be “consistent” with the Timeline look for personal profiles, which is picture-heavy and scrapbook-like. If this is the case, companies will want to capitalize on the visual opportunities before them. For example, brands will be able to showcase big, bold photos or muted, clean colors- all depending on what their brand is, of course. Designers have jumped at the chance to mock up possible pages for major brands.

Another factor brands should consider is lifestyle apps and how they will come into play in the timeline interface. Right now apps such as Spotify and Pinterest show up in boxes on a user’s wall. Users “listened to” a song on Spotify and “pinned” something on Pinterest. This goes beyond Facebook users simply “liking” a brand. Spotify and Pinterest have found a way to engage users in a way that basically shouts, “Hey, this user used our brand!”

So with the prospect of the roll out before us, here are a few easy and brief ideas to get you and your brand ready to roll.

1. Consider the cover photo
First impressions are everything. That big, shiny picture will likely be front and center like it is on personal profiles. What is the first impression you want to make when people are perusing your page?

2. Talk about timeline
When was your company born? When did you have your first, major success? When did you attempt something that wasn’t successful at first, but it paved the way for something so successful you would’ve never dreamed it would become reality? How much of this do you want your fans to know? Perhaps you have video of these milestones that you want to share. Think about how you want to organize the information and how detailed you want it to be.

3. Mind your message
When the Timeline rolls out, what is the first thing you want to tell your fans about your new page? Talk about the best ways to showcase your hard work and come up with the messaging you want to use.

Ad Age reports Facebook Timeline for brands will debut February 29th, at fMC, its conference for marketers. What are you doing to get your brand ready?

Pinterest, pinterest, pinterest. Tired of hearing about it yet? Let’s face it, the web doesn’t really need another post about Pinterest; it’s pretty hard at this point to say anything about it that hasn’t been said. But it’s on a lot of clients’ minds. So…

…in the spirit of the Pinterest tool – visual bookmarking – I want to share this infographic from earlier this week that sums up why so much attention is on this tool at the moment. I know many people who despise infographics, thinking that they dumb down information. Well, if you’re anything like me, you may like a good, deep read as much as the next person, but with the information overload that we’re all under, not mind having something summed up for you now and then. So here you go.

We can testify to the *driving more traffic* part of this. We’ve got clients who are not themselves on Pinterest yet who are seeing Pinterest suddenly emerge as a top website traffic referral source.

To the question at hand: is Pinterest but a shiny object in the social media sky? I don’t think so. The passion for it among users is too immense. And the user experience is pure, simple and unique. Kids still love having bulletin boards in their rooms. And women LOVE pinning the things that turn them on. It’s a human truth that isn’t changing any time soon.

Metaphorically speaking, it’s not Jupiter…that would be Facebook, at least in terms of size, if not gaseousness. And its certainly not the Sun (your website). But I think it’s bigger than Pluto, a distant dwarf planet. It might be more like…Earth. It’s definitely an inner, rocky planet, versus an outer, gas giant planet. (Can you tell I spend a great deal of time with a geeky six-year-old?)

Depending on what your brand is, and who your users are, we do recommend that you consider adding Pinterest to your social media repertoire. Minimally, you may want to consider building the “pin this” button into your website.

What about you? Are you a pinner? Do you see a use for it for your brand? Where do you think it fits in the social system?

Given two studies on preference for mobile web versus mobile apps, I stand behind my previous post’s conviction: the mobile web is where brands need to be.

Consumers and advertisers slightly prefer the mobile web.

Consumers are pretty evenly divided on the debate when polled. It comes down to what they’re doing online. When shopping, searching and being entertained they gravitate to the web browser. Apps are preferred for gathering information and connecting, presumably with friends over Facebook and the like.

Consumer preference for mobile web over mobile apps depends upon activity

Advertisers slightly favor the mobile web, based on volume of ads served. Likely, because it’s been a more widely supported and stable ad platform to date. I imagine that when Facebook’s mobile ads start to run in March, the scale will likely tip back towards apps with Facebook’s 845 million global active monthly users, 425 million of whom are on its mobile version.

More ads served on mobile web than mobile apps

What’s a brand to do?

As I posted previously, the mobile web provides significant advantages for brands when it comes to development, management, cost and control of a brand experience. That said, brands do need to weigh these against the ability to deliver the best consumer experience.

Conclusion?

Given the lack of a strong preference by both consumers and marketers, plus the significant advantages to brands, I reiterate my position: not to app.

Where do you stand?

1. CG and special effects have infiltrated advertising and it’s not a good thing. All the complaints about feature films apply now more than ever to the medium of the commercial — with companies falling into the big explosion / historical biopic / action sequence formula. In the end, story — along with poignancy — is lost. The Kia dream spot is the perfect example — lots of money, lots of effects and a resounding thud of stupidity. In this spot an alternate universe is depicted in which a guy, in a dreams, sees a group of women in bikinis and just drives by.

2. Unfortunately, the 80s are back. Ferris Bueller, The Cult, Echo and the Bunnymen, John Stamos … and I’m probably leaving a few others out. What’s next, a Howard the Duck remake?

3. Copywriting is still king. I know, I’m biased here. But among my peers the hands down best spot was the Chrysler Clint Eastwood spot. Why? It’s well written — in a way that makes you feel something — and the brilliantly-shot film doesn’t get in the way of the message — it enhances it. Nice job tying the timing of the spot — halftime — with the actual theme of the spot, too.

4. A C-RV is not a Ferrari. A lot of people really like Honda’s Ferris Bueller spot. And there are a lot of good things about the spot. But I can’t help but think of the huge risk Honda took by putting their car in a place that was once occupied by a vintage Ferrari. That was Bueller’s great appeal and the thing that created tension in the original movie. While the C-RV is a nice car, it is the symbol now of ho hum forty something adventure riding — an “adventure” that leads to carnivals and museums.

4. Sometimes the client wins. I liked the Chevy Silverado “2012″ spot until one of the guys asks “Where’s Dave?” and a guy answers, “Dave didn’t drive the longest-lasting, most dependable truck on the road.” It’s about as ham fisted as it gets. It FEELS like the client wrote it. I have to believe there isn’t a creative person anywhere that would suggest the line and I could picture them begging — “can’t it be type on the screen?” “I’ll compromise — how about an announcer read?” “Isn’t seeing the product drive out of an apocalypse-ridden city proof enough that it’s dependable?”

5. The truth always wins out. The new VW Beetle spot featuring a fitness-crazed dog paled in comparison to last year’s Darth Vader spot because it simply doesn’t ring as true. A kid in a Darth Vader costume is human and resonates on an emotional level. A dog that works out just to make a point has the “cute-dog factor” — but isn’t nearly as entertaining, or as endearing. Great looking car and on the bright side, they do a great job of keeping things simple. Which leads me to ….

6. It’s incredibly hard to keep it simple. But when you do, good things can happen. Take the Toyota Camry spot that stays on point with the “reinvent” theme. It’s a great spot because it uses a simple concept to get across not just an idea about the car but about their philosophy as a company — and it works. You’ve got to love a spot that ends with “you’re welcome.”

7. Whether you like it or not, Coke must be recognized for being the only company that has a strong “brand.” I’m not a big fan of the polar bears. But they’ve got a theme and they’re sticking with it. It makes Coke stand out and get a little more brand recognition than others. Can you tell the difference between a Hyundai spot and a Kia spot? Or a Best Buy spot and a Samsung spot?

8. When done well, a simple, tried-and-true testimonial still works. Take GE, which has its employees tell the story. Well shot and nicely executed, these spots aren’t groundbreaking by any means, but they do a great job in what by all accounts should be a tired formula by now. I think it speaks to authenticity when a company’s employees can tell the story — it feels more “real.”

9. And lastly, for us ad folks, the game feels like a mediocre commercial for the NFL. All the buildup, all the hype, all the chatter about the game — and when it’s over it was just that — a game. This year it wasn’t extraordinarily well played, and the miscues overshadowed the big plays. I guess that describes the state of the commercials too.

So what do you think? Did you have your favorites? Do you agree or disagree with me? Let’s hear it.