Category Archives: Advertising

Digital Natives

What is a Digital Native? How do they differ from Non-Digital Natives or ‘Digital Immigrants’? What impact will this generation have upon society of the future? and how might society adapt to the new, more technologically advanced generations?

What is a Digital Native?

Digital Natives are outlined as “Digital Natives – People who have been raised on the Internet since late 1990 – will relate to the internet in markedly different ways than do most of today’s adults. Members of these web-savvy ‘Net generations’ will tend to view the Internet as an extender of their own cognitive capabilities and as a portal to a virtual experience.” (Chaffey, 2012) (Rueda-Sabater, Derosby, 2011).

The Digital Marketing Room - Digital Natives - Digital Immigrants

What is a Digital Immigrant or Non-Digital Native?

The definition according to the Oxford University Press: (Noun) “A person born or brought up before the widespread use of Digital Technology: Chances are many Digital Immigrants will find managing online privacy a daunting prospect”. (Oxford University Press, 2013).

Digital Natives from infancy have been exposed to a huge spectrum of technology and technological advancements. Starting with the earliest Personal Computers with Black and Green screens (1990’s), Landline Telephones, Cassette Players/’Ghetto Blasters’, Walkmans and Video Players. Progressing onto Compact Disk Players, Mini Disk Players, MP3 Players, higher resolution Computers, Laptops and ‘Brick’ size and shaped mobile phones.

As we have progressed through the 90’s, 00’s and are now well into 2013 – Technological devices are becoming more advanced everyday. They are ever increasing in memory; and yet decreasing in physical size!

The way in which Digital Natives think, learn, adapt to technology and interact on a social level; may be potentially different in contrast to Non-Digital Natives. Thought processes, cognitive behavior and methods of social interaction; may differ also.

For example; Their is no more requirement for Blackboards or Typewriters in Modern Day Education. Todays learning is largely achieved via the Internet, Email/Websites, Information Portals and Social Media. Devices like White Boards, Projectors, Multimedia/MP4 Recording, Computers, Tablets and Smartphones are now starting to replace the traditional use of Pen and Paper.

The Digital Marketing Room - Digital Natives - Computer - Tablet Device

How will Digital Natives and Advancing Technology impact upon Society in the future?

An excellent example of this is shown via Channel 4’s Television Mini Series ‘Black Mirror‘. These programs outline how advancing technology, social media and popular culture may impact upon modern society. The episode ‘Fifteen Million Merits‘ is an excellent representation of what the future may hold for society.

See IMDB (International Movie Database) Link here:

Channel 4’s Black Mirror outlined overall on IMBD:

View the episode here via YouTube 4OD:

The Digital Marketing Room - Digital Natives - Black Mirror - Fifteen Million Merits

Ultimately, How are Advancing Technologies, Media and ‘naturally adapted’ Digital Natives going to progress in the future? What impact will this have upon Digital Marketing, Advertising and Social Media? Will society as a whole become bored of social media platforms like Facebook and Twitter? and progress onto more Interactive and Engaging online methods of Social Interaction?

The Digital Marketing Room - Digital Natives

Digital Natives – Will society as a whole become bored of Social Media Platforms like Facebook and Twitter? and progress onto more interactive and engaging online methods of Social Interaction?


What is Digital Marketing? – The Evolution of Marketing and Advertisement.

What IS Digital Marketing? How has it evolved from Traditional Marketing as we know it? and what impact has this had upon Online Marketing and Advertisement overall?

What is Marketing?

The official definition of Marketing according too The Chartered Institute of Marketing ( is: “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

What is the Marketing Mix?

According to ChaffeyMarketing Mix: The series of seven key variables – Product, Price, Place, Promotion, People, Process and Physical Evidence – that are varied by marketers as part of the customer offering.”  (Chaffey, 2012)

‘Traditional’ Marketing is predominantly used in the offline sense; e.g. Print Advertising, Newspaper Adverts, Posters, Leaflets, Direct Postage Mail, Television, Radio, Customer Service/Human Interaction. With the introduction of the Internet, and therefore the ever increasing need for consumers to interact and engage online. Marketing as we know it; has evolved into catering for an online audience. Hence the progression into Digital Marketing.

What is Digital Marketing?

The definition of Digital Media and Marketing:

Digital Media: “Communications are facilitated through content and interactive services delivered by different digital technology platforms including the internet, web, mobile, phone, interactive TV, IPTV and digital signage.” (IPTV – Internet Protocol Television). (Chaffey, 2012)

Digital Marketing: “The application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives.” (Chaffey, 2012)

Ultimately, “Digital Marketing can be simply defined as: Achieving marketing objectives through applying digital technologies.” (Chaffey, 2012)

Essentially, Digital Marketing is the utilisation of the Internet in order to reach the desired target market, via some of the following channels:

  • Social Media (Facebook, Twitter).
  • Websites/Blogs (
  • Multimedia Advertising (
  • Online/Search Engine Adverting (Google Adwords, SEO).
  • Email Marketing.
  • Interactive Marketing/Apps (Online Competitions, Polls and Gaming – A great example of this is ‘Angry Birds

What is Digital Marketing?

The introduction of modern technology e.g. Smartphones (Android/IPhone/IOS), Tablets, Laptops, Mobile Devices and the development of ‘Apps’ (Online Applications) allows consumers to be constantly connected online – anytime, anywhere (Internet connection permitting; of course!). Therefore, it is hugely important that Marketing and Advertising Strategies evolve and accommodate; to keep up to date with this trend.

The Evolution of Advertisement

What is Advertising? “Persuading audiences to take action with respect to products, ideas or services.” (Curtis, 2011). This can also be extended, but not limited too; Advertising: “Paid Search, Display Ads, Affiliate Marketing and Digital Signage”. (Chaffey, 2012). E-CRM is also strongly related to Marketing and Advertising, please see the following definition:

Electronic Customer Relationship Management (E-CRM):
“Using digital communications technologies to maximise sales to existing customers and encourage continued usage of online services through techniques including database, personalised web messages, customer services, e-mail and social media marketing.” (Chaffey, 2012)

Companies, Brands and Organisations alike, have all had to adapt from offline to online Marketing and Advertising Strategies. A great example of this is ‘Guinness Ireland‘ ( The following reflects how they have developed their advertising campaigns both on and offline over the years:

Guinness 1930’s Advertising Onwards: Predominantly; hand illustrated print campaigns e.g. Newspaper Ads, Posters, Billboards, progressing into Lithographic/Mechanical Print Processes and Film/Darkroom Photography.

What is Digital Marketing?

Guinness Present Day Advertising: Modern Digital Printing, Online Channels and Design. Including Vector Design (digitally created artwork), Digital Photography and Multimedia (e.g. Social Media), Television and Radio Advertising. – Early Television Advertisement (Circa 1955): Guinness Ireland Website Link – – Modern Day Television/Viral Online Advertisement (Circa 2013):

As illustrated above, there is a a clear progression of Guinness Advertising from the 1930’s, (where it all began), to the present day forms and methods of advertising, that have evolved both visually and technologically.

See also these examples of Cirque Du Soleil’s print advertising progression:

What is Digital Marketing?

In conclusion, Where is Digital Marketing and Advertising headed now? What is the future? – will everything be accessible online only? or will there still be a niche market for Print Advertisement and Communication? Will people still appreciate having something tangible; like a Book, Newspaper or Leaflet in their hands to peruse?

The following is a quote that is quite relevant overall:
“Innovate, Seperate – You innovate to be the best, to seperate yourself from the rest.”
B. O’Carroll, 2013.

I hope that you enjoyed reading this article, and I welcome your thoughts, discussion and any comments that you may have!