People - but which people
In the shift to online and mobile, direct marketers are ideally positioned to take the wheel.

“Digital advertising leaders don’t have enough information about their customers to make personalised ad-serving decisions in real time. That’s where direct marketers come in: they have the skills needed to bridge the gap between their organisation’s internal customer insights and their online advertising strategies”.

But while their transferable skills may place them in a better position than most, even direct marketers must adapt to take full advantage of digital opportunities. Given the need for an enterprise-wide digital mindset, fishing for talent in a sea of digital-savvy graduates may seem like a tempting fix for employers. But joining a headlong rush to youth is only half the story.

Equipping your experienced heads for the digital challenge is as valuable as adding the vitality of youth

A balance to be struck
Yes – invest in the energy, enthusiasm and, crucially, the native digital expertise that fresh talent offers, but for established brands wishing to prosper on the digital frontier, it’s important not to lose sight of where the insight resides.

Equipping your experienced heads for the digital challenge is as valuable as adding the vitality of youth. Enterprise-wide digital training to fast-forward your experts’ analogue mindset matters: you retain the marketing principles and the customer understanding that have served you well this far, while developing your capacity to apply those principles and insight effectively in a digital marketplace.

Whilst both natives and novices to digital have their respective strengths, they each need what the other provides – so, marry your digital natives to your experienced novices for the competitive advantage that will put you on track to digital glory.