Set the table – Digital Citizens and Tourists are both invited

Lori Alba Written by: Lori Alba

Depending on how long you’ve been in the working world, you either have a strong grasp of digital technology or you feel like a kid in a toy store, with so many flashy new toys around you that you can’t decide which one to play with first.

A recent post on the HubSpot blog likened it to scholar Marc Prensky’s terminology, describing “digital natives” as “people born into the digital age and indigenous to new networked technologies” and “digital immigrants” as “people who had to adopt these technologies."

If you fall into the first category, you were raised on the Internet, understand the elements that create effective Web sites, and are very comfortable receiving information or advertisements via e-mail, Web banners and search engine results.

If you fall into the latter category, you’re just now trying to harness the multitude of digital options available and define the relevance of each option as it pertains to your individual personal and business needs. Then just when you think you’re finally starting to get it, something new pops up and you suddenly feel overwhelmed.

Regardless of the category in which you see yourself, it’s important to remember that you bring valuable insight and tools to the table. Digital technology was built on strong advertising and marketing foundations – before the digital revolution. Technology has pushed those foundations farther, making it possible to target and reach more individuals and groups than ever before.

As proven in many intercultural communication studies, there is much to be learned and shared when the “natives” and the “immigrants” sit down at the table together. In our industry, imagine the possibilities that exist and the results that can be achieved when strong foundations are mixed with digital technologies in an effort to discover new ways to send messages, reach people in their most comfortable surroundings and deliver messages that hold meaning for specific groups of individuals. Let the party begin!

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