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July 30, 2014
The Digital Divide
 
Marketers love technology. The way our industry has adopted all these new digital tools into its arsenal is not only impressive, but almost necessary when one wants to reach the typical American consumer. As GenZ continues to mature into a group with massive purchasing power, marketers will have to find creative and appealing ways to reach them.

As we've covered before, GenZ is a little different than our generation, the Millennials. Though we're both digital natives, they have more disdain for advertising and marketing than we do. And though GenZ is more likely than any other generation to be more tolerant of different groups, GenZ is terribly unaware of their own surroundings.

This can be an issue for local advertisers. So the digital revolution helps us connect to these folks, but when we do, they may not understand context, location, or even why they are being contacted in the first place. With a lack of awareness, most campaigns will lose on the "Zero Moment of Truth" factor.

Not fun at all.

What can be done? Do we then mimic the shallow, brief messaging this group is known for? Or do we shun swallowing our ego and force the messaging we prefer to do? Something has to give. If previous trends and shifts indicate a move, the way we do advertising in the next five years will be something all new.  

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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