I have noticed a shift in my work in the past few years: it involves more mentoring of communications resources and brand stewardship than in the past. This shift likely reflects the reality that experienced, full-stack marketing and communications resources are a dying breed.
As a member of “Gen X”, my colleagues and I cut our teeth on the first digital transformation. In marketing and communications, we shifted from brochures, print ads, editorial inches, and tradeshow marketing to online communication. That meant figuring out email campaigning and the commercial world wide web first; then came search/SEO, YouTube, social media and apps. As “expert DIYers”, we were the pioneers!
We learned one unfailing truth: the tactics may change but the best-practices of strategy remain. Human psychology doesn’t evolve much, though our tools and technology do.
The new digital divide in marcoms isn’t due to the rapid transition into social media and apps. Those are new tactics and platforms to be learned and executed. The new digital divide is the new cohort’s lack of strategic frameworks and best-practice knowledge acquired through the experience of several digital transitions.
The new digital divide in marcoms isn’t the rapid transition into social media and text, it is the lack of strategic frameworks and best-practice knowledge acquired through the experience of several digital transitions.
And, while digital marketing and communications is critically important today, many organizations still need effective print materials and to engage in-person. Very new career entrants may not even use and understand email campaigning or websites because they conduct their own business and professional lives primarily on social media and use apps rather than websites.
Fortunately, myself and many of my fellow Gen-X cohort enjoy mentoring and have a desire and ability to pass on their knowledge to energetic digital-first generations.
For organizations with stakeholders that still engage using “old-school” (haha) channels, mentorship and strategic brand stewarding can be an excellent means to cover all the bases.