Stop being scared of the digital natives and do the marketing you're paid to do

Martin Hayward

In this article, the author argues that marketers should start with the desired customer experience, not with all the new technology available.

Stop being scared of the digital natives and do the marketing you're paid to do

Martin HaywardHayward Strategy & Futures

You know that situation where you find yourself in the same meeting with someone you've met several times, but find it too embarrassing to ask their name at this late stage?

For many marketers, digital is that person. It's a mysterious clued-in presence that turns up everywhere, looking cool and monied, but we're just a bit too scared to ask exactly who they are, what they do or to question whether it makes sense. So we pretend we know...

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