Article

Chris Marquardt
Chris Marquardt 7 April 2016

The Native Advantage

Throughout history older generations have found reason to deride their younger-fellow-planet-dwellers. Justified or not, younger people "just don't know how easy they have it" and would never have survived what their parents had to suffer through.

Today's Millenials are no different. "Entitled!" "Impatient." And, yes, they "just don't know how easy they have it."

Leaving some of the stereotypical insults aside we thought it might be useful to look at how the perspective of the "digital natives" may indeed differ from their parents in positive and negative ways, and to think about what that means for professional helping to design new digital experiences. We surmised that one big difference between the millenial generation and their forbears is that for them digital experiences were not about the "tech."

Technology considerations are, relatively speaking, new to the world of advertising and the industry has had a lot to absorb in a short period of time. Unfortunately for those averse to change, advertising is not just technology, creative writing, design and media planning. More important than all of that is understanding the sociological changes that technology delivers through constant connectivity at your office, home, and now, well, pretty much anywhere for those with smartphones.

Those of us who remember a time before computing, never mind connected computing, also remember the early struggles with using the technology. My generation had to master computer commands or rely on “keyboard overlays” (don’t ask) to explain how to complete the most basic task. Once the internet came around, understanding what a web page was and why we wanted it had to precede our search for understanding about how the ability to richly share information – live, 24/7 – would help, or hurt, how people ‘felt’ about companies.

The internet immediately created new ways for delivering products and services. Almost overnight the sales and distribution mechanisms for travel-related industries were completely transformed.A lot of attention was given to making sure the designs of the new offerings were “on brand” but not much consideration was given to how much 24/7 connectivity changed what customers expected of the brands whose products and services they purchased.

The questions millenials and subsequent generations encountered when first coming to terms with connected computing can pretty much be boiled down to “who’s out there and why do I care?” not “how do I work this?” Marketers have had to relearn the art of conversation (unnecessary when broadcast was preeminent) in order to deliver effective advertising. Ironically a lot of the skills truly important in today’s marketing mix (responsiveness, good nature, an understanding of the individual needs of people) could be better taught by our 19th century predecessors than our broadcast parents. Digital natives were faced with the sociological challenges inherent in connected computing from the beginning.

In my industry I work with a lot of young people, probably at more senior levels than other major service industries. I know popular themes in the media about digital natives are that they are more selfish and entitled, but in general I find colleagues in those age groups to be more curious, entrepreneurial, and appreciative of the full ecosystem of marketing tactics than my older colleagues. And I think one reason this is so is that the digital natives in our industry were driven to it by a curiosity about how messaging, dialogue, and the full suite of touchpoints available to the modern marketer influence decisions.

Don’t get me wrong, I very much enjoyed and am proud of my early experience in interactive marketing and know that the ‘how’ of communications technology will remain a central, essential part of the modern-day mix of marketing skills. It’s just that now more than ever the softer talents are more important in interactive marketing leadership than an understanding of and appreciation for technology.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Promote Your Blog On These 30 Places

Promote Your Blog On These 30 Places

Social Media channels are one of the best ways to promote your blog content, but you shouldn’t stop there. Besides Social Media, there are more available places on the web which can be a great marketing tool for your blog promotion. I’m bringing you 30 proven places where you can promote your blog content and get great results.

Aleksej Durdevic
Aleksej Durdevic 7 December 2016
Read more
Top 10 Digital Branding & Marketing Trends for 2017

Top 10 Digital Branding & Marketing Trends for 2017

It’s time to re-evaluate and rebalance the digital approach for your company. Here are the Top Digital Branding & Marketing Trends for 2017 to watch for. The probing minds at the Borenstein Group, a Top Washington DC Digital Marketing and Branding Agency, have done the homework for you. Use it or lose it.

Gal Borenstein
Gal Borenstein 7 December 2016
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
What Mobile App Design Looks like in 2017

What Mobile App Design Looks like in 2017

They say ‘move with the time or the time will leave you behind’. Being a startup it is important for you that you understand the trends, and amalgamate them in your business in order to attain the targets.

Nasrullah Patel
Nasrullah Patel 6 December 2016
Read more