Understanding the digital native's brain: How marketers can respond
Marketers are constantly bombarded with information on the latest digital opportunities, encouraged to allocate more of their budgets to digital media, and exposed to digital success stories. However, there is an important aspect that has been largely ignored: the digital environment has not only changed marketing practice, it has also changed the consumer at a neural level.
Extensive exposure to digital media changes the way the brain processes content, its receptiveness to different types of messages, and the general impact of marketing activities.
For brands targeting millennials,...