Digital Aliens, Immigrants and Natives: Who are you marketing to and howdo they behave? Presented by David Perkins, Managing Director (Melbourne), KlypThursday 13th March

@klypco@perkatron

There are two types of people in the world…

Wait a minute…

Wait a minute…

Unfortunately, this is a ludicrous stereotype and assumption that, believe it or not, many marketers make.

A more accurate method of categorising people in the world of digital marketing

Digital Natives

Digital Immigrants

Digital Aliens

Digital Natives

A digital native is an individual who was born during or after the proliferation of modern technology such as internet, social media and mobile devices, which has shaped their perception of information and communication.

Digital Immigrants

A digital immigrant is an individual who was born before the mainstream use of modern day technology, such as internet, social media and mobile devices, but has since adopted the technology.

Digital Aliens

A digital alien is an individual who was born well before the invention of modern day digital technology, and either uses it lightly or struggles to stay up to date with advances.

Talkin’ bout my generation..

Origins

Digital Natives, Digital Immigrants

published in 2001 by Marc Prensky

Educating the digital native

What motivates each and how do they behave?

“Different kinds of experiences lead to different brain structures”

- Dr. Bruce D. Perry of Baylor College of Medicine

Behaviours of natives:

– Are attune to seeing & processing large volumes of information

– Good at multi-tasking– Visual readers and thinkers– Motivated by gratification by peers and personal

reward– Short attention span– High expectation of technology

Behaviours of immigrants:

– Intrinsically aware of the concept of innovation and usually happy to approach new technology with an open mind

– Thinks in silos– Resilient

Behaviours of aliens:

– Sceptical– Will think more strategically– Easily overwhelmed with technology

Exceptions & Transcendence

Adapt or die

Tips for marketing to digital natives

Tips for marketing to digital natives– Microtransactions / easy buy in.

Tips for marketing to digital natives– Microtransactions / easy buy in.– Sell them on the ‘now’ benefits

Tips for marketing to digital natives– Microtransactions / easy buy in.– Sell them on the ‘now’ benefits– Visual, short, sharp & to the point.. but you’ll still

need the full story for when they ctrl+F you.

Tips for marketing to digital immigrants

Tips for marketing to digital immigrants– Empower them

Tips for marketing to digital immigrants– Empower them– They will want to relate to something, or feel a

sense of connection

Tips for marketing to digital immigrants– Empower them– They will want to relate to something, or feel a

sense of connection– They will be optimistic

Tips for marketing to digital immigrants– Empower them– They will want to relate to something, or feel a

sense of connection– They will be optimistic– They won’t want to put themselves out there...

too much.

Tips for marketing to digital aliens– Choose your battles

Tips for marketing to digital aliens– Choose your battles– Encourage and educate

Tips for marketing to digital aliens– Choose your battles– Encourage and educate– One bit at a time

Tips for marketing to digital aliens– Choose your battles– Encourage and educate– One bit at a time– They will be sceptical, you’ll need to build trust

Tips for marketing to digital aliens– Choose your battles– Encourage and educate– One bit at a time– They will be sceptical, you’ll need to build trust– They are looking for the long term investment.

Focus on transparency of information

Social media behaviour

“33% of millennial consumers are more likely to buy from a company if it has a Facebook page.”

compared to 17% of non-millennials

- Boston Consulting Group

Mobile behaviour

“25-34 year olds have increased their online usage by 180% since 2009.”

- Pew Research Center

Ecommerce behaviour

“Shoppers in the 30 to 60 age bracket earning more than $80,000 represent the top 33% of all online spending and are the biggest online shoppers, spending nearly double the average spend”

- EMMA, Sept 2013

The times they are a changin’– Yes, build for the market. No doubting

technology has shaped how natives, immigrants and aliens behave online & with devicesbut:

– Don’t alienate the exceptions and the transcendences – these are opportunities

– Watch the trends, watch the stats.– Listen to your customers and watch what they

are doing!

Digital Aliens, Immigrants and Natives: Who are you marketing to and howdo they behave? Presented by David Perkins, Managing Director (Melbourne), KlypThursday 13th March

@klypco@perkatron