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, ...
Get The Context Marketing Revolution now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
