Neither is the fact that lots of marketers have struggled to keep up with these changes — especially when it comes to creating and maintaining digital marketing strategies.

So why not hand over the reins? Or learn from the people who intuitively consume and create digital media because they’ve never experienced a world without it? Would that make things better? Maybe so.

The value of new perspectives

Digital natives (people who’ve grown up around technology and social media) are incredibly lucky to have been exposed to these things from a young age.

They have a knack for how the digital world works, which is why they have no regard for outmoded processes and hierarchies that really don’t do your marketing objectives any favours — unless your only marketing tactic is newspaper ads.

If you’re in the 21st century, then you should know that things are always changing. People are always looking for the freshest thing to come out of social media, and so, marketing companies need open channels of communication.

In this regard, traditional folk can learn a thing or two from digital natives in marketing. It’s a no-brainer — people should want to implement the most efficient strategies and communication channels if they aim to stay relevant.

Natural born marketers

Being tech savvy and born after computers isn't some kind of special talent. It doesn’t make anyone more equipped to take on the role of creating a solid and effective strategy to get a brand noticed, sell a product or service and build a relationship with that client base — that stuff is learned through experience.

In fact, the inclusion of digital natives as decision-makers in marketing departments isn’t some ageist attempt at completely alienating the non digital natives.

If anything, anyone could argue against the benefits of good old-fashioned experience. However, the integration of that experience, along with the natural knack for digital that this group has, is what's important. 

Collaboration is key

The idea is marketing to everyone, at every age, everywhere. This is the essence of omni-channel marketing — something that can be a hit or miss, depending on how well it’s done.

If your content is going to be consistent across platforms, and easy for every segment of your audience to consume, then the strategy has got to be pretty cohesive. You’re going to have to understand each platform and use the data to intuit which 'you' your audiences expect to see, as well as and where and when.

And who better to help you than the very people who’ve created their entire identities around the technology and platforms you use to promote your business?

This isn’t so much a case for letting digital natives take the lead; it's an argument in favour of collaboration and doing away with the limiting tradition of working in silos.

If the traditional media and digital are operating as two very separate bodies, how can we expect the brand to have one cohesive voice and message?

Having people who are digital natives on your team isn’t what’s going to make your strategy a winning one. But, the ability to embrace the spirit of collaborative efficiency that digital natives need from a workplace — coupled with the knowledge of traditional marketing — can be the perfect environment for creating a marketing strategy that works across different channels, leaving no one behind.

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