March 2020
Intermediate to advanced
272 pages
6h 29m
English
Content preview from The Context Marketing Revolution
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2.
New Consumer, New Consumer Journey
Marketers have argued for more than a decade about how to bridge the gap between digital natives (people born after 1995) and digital immigrants (older generations forced to migrate to digital from an analog world). Those terms, coined by Mark Prensky in 2001,1 have mostly been replaced with millennials versus Gen-Xers and boomers, but the marketing debates continue just the same.
In the infinite media era, however, those distinctions aren’t relevant, not when it comes to how we motivate consumers. Similarly, the difference between B2B and B2C marketing has completely dropped away. Why? Because “the medium is the message,” as Marshall McLuhan put it.2 His idea, published decades before the dawn of digital, ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.