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Do marketers know these people?

I grew up in India. In several cities as is the case with many of us middle class folks.

News was what I heard on the radio, later on TV, newspapers and from parents and their friends talking.

Socialising was going down and hanging out with the boys and girls of the building, or ‘colony’

Playing was usually cricket in some narrow dusty lane with all manner of kids. Be that of a carpenter or a CEO.

You respected your neighbours. You didn’t scream at people unnecessarily or be violent for no reason at all. You didn’t like someone you kept your views to your self or you opted out of that circle.

Songs were about love and heartbreak and relationships and life’s journeys.

Everything cost money. There was nothing for free. Not even favours!

You learnt there were norms and there were consequences.

It was a way of living.

20 years later there’s a new of living.

News is what you see on your 2″ by 3 ” screen. Maybe a 7″.

Socialising is updating status messages, hanging out on-line, retweeting, skyping or whatever the new way is.

Playing is a game on your device. There was farmville, there was angry pigs, there is am sure a whole lot of new games, that I don’t know.

You don’t have to be nice to anyone. You can be rude on-line. You can mock people. Flame people. If you have the skills you can hack into their accounts and spread filth. The latest example is right here : things people say

Songs are nearly usually about sex and violence.

Everything should be free : Books, music, sites, news. If you charge, they’ll leave

On the internet there are few consequences.

As I said it is a new way of living. And a whole new generation of people are growing up in this new environment.

Do we know how to deal with these people?

Do we know how to communicate with them?

The best we seem to have been able to do is ‘let’s have a social media strategy’.

I think we need far more than a communication strategy. It is a consumer environment strategy. Examine their life and understand the deep psychological impact of this new life. From there will emerge a plan.

It’s a new world. With new citizens.

We need to be prepared.

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  1. December 16, 2012 at 11:42 pm

    The new generation themselves will device methodologies and means of understanding and communicating with their own kind. Interesting to note that the age median in ‘new media’ companies is 20-25! 30 at the max.

  2. December 17, 2012 at 6:15 pm

    Marketers will only achieve limited success by ‘other’iyfing their audience. It seems like you have chosen to stepped out of today’s reality and make many judgemental conclusions at various points in the piece.

    The earlier comment does make some sense … if you feel that you are on the outside of this new environment and need things like a ‘consumer environment strategy’ … then you are much better off hiring people for whom it is just daily life rather than something that needs a strategy to navigate through and thrive in.

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