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.
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]