Millennials And Execs Don’t Think The Same And That Means Big Headaches

Millennials And Execs Don’t Think The Same And That Means Big Headaches
SHARE
THIS



There is a generational gap in the media landscape, said Ira Kaufman, CEO of digital strategy company, Entwine Digital.

Speaking at the digital disruption conference, Daze of Disruption in Sydney, Kaufman explained to the audience how the digital landscape has very different values to the traditional landscape.

“The world of digital is a little bit different,” he said. “The society, the culture, which is a global society, has a different set of values. They have values where transparency rules the way they live, the way they post, the way they communicate – it’s a different world.”

Millennials have grown up with this digital era, and have become accustomed to these altered values.

“What about the executive?” asked Kaufman. “The traditional executive who’s marketing to these guys, to these millennials and connected generation.

“You’re dealing with a group of traditional executives who covet information, and market it to a whole connected culture which is transparent about this.”

Many CEOs and the C-suite of employees are very traditional in their values, he added, “very traditional, very happy for making significant profits for the last five years, very happy with their marketing strategies…very egocentric about it”.

“But what about the Millennial,” he said. “They want to change everything. They don’t believe in that strategy. They want to communicate differently.”

So we have two cultures which aren’t thinking on the same wavelength, argued Kaufman.

“One is marketing to another culture that doesn’t even understand how their culture thinks, or doesn’t accept it.

“Let me tell you, everybody in this room knows how hard it is to change your values and operations. It’s a hard process. But if you really want to find success, you’ve got to begin to work in this area.”

One video Kaufman believed summed it up nicely, was one created by Microsoft, below.

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]