Digital Experts - Understanding the Shift

Yesterday, while my six-year-old was at school, my four-year-old logged onto her brother’s Webkins account, and cleaned him out.  She spent all his Kinzcash on shoes and dresses which she emailed to her Webkin as presents from her brother.  So tonight, the Mosteller family is having a discussion about digital identity theft.  With our children.  Who are FOUR and SIX years old.

It may or may not seem odd to y’all, being blog readers, that I pretty much daily find myself interacting with folks who either don’t quite understand, or don’t quite believe the magnitude of the shift from traditional forms of interaction to digital forms.  Sure, every ad agency on the planet understands dollars and people are shifting to digital in gigantic buckets.  But there’s an underlying sense you can feel in a lot of places that says, “Ok, so digital is going to be another, very important deal for us – maybe equal to tv – maybe even a bit bigger, etc.” 

That’s misunderstanding the shift.  On a very big scale.

We gravitate toward the media we’re most familiar with.  There’s an acknowledged understanding that those who grew up on tv understand tv, and those who grew up with the web understand the web better than others.  That’s simplistic, but a common take, and I regularly hope to prove an exception, but that’s another discussion. 

What’s not as widely acknowledged, however, is just how important digital communication will be to those who not only grew up with it, but who grew up preferring it – or using it almost exclusively.  There is a truly profound shift ahead of us.

If you, your clients, or your agency are having trouble grasping the significance of the Mosteller Family Meeting tonight, I can help arrange a conference call with two expert consultants.  But please book early.  They go to bed promptly at 7:30.

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Comments

[Kenneth]

What a great entry. Interesting to know that your kids are great experts in digital identity theft. Great life lessons.