In a world dominated by technology, digital marketing is rapidly becoming a business’ most effective communications channel. For example, according to recent research 70% of marketers use Facebook to reach new customers. Clearly then, in order to keep up with the pace of today’s marketing, it is vital to have talent on board which understands technology.

Often businesses will deal with this situation by placing a fresh graduate or junior employee in charge of their digital output, as they are members of Generation Y, often referred to as ‘digital natives.’ Members of this generation are so immersed in technology that they seem to be the perfect candidates to control it. Social media, for example, is becoming a vital part of a business’ communications strategy, and who better to handle that, than Millennials who have grown up using the channel even before they entered the workplace?

However, whilst they may be experienced in the digital arena, they are often substantially less informed when it comes to understanding the wider messaging of the company. If you were to choose a company spokesperson to represent the organisation in front of potential clients, then you would most likely select an employee with an ability to build relationships and a clear knowledge of your business. Why should this be any different in the digital space?

If it really is so important to embrace digital communications, as so many businesses are discovering, then it is also vital that your output strategy is led by an experienced senior member of the marketing communications team. Much has been made over the last few years of finding a new generation of talent that can drive a business forward with its understanding of the digital environment. However, what is perhaps more important is that companies align their digital strategy with their business strategy. Rather than searching for ‘digital natives’, organisations may well find a better approach is to look for the talent that can combine technical skills with the business knowhow required to effectively communicate the company’s message.

As your digital output becomes even more important in the future, it will be increasingly important for this technology to be embraced not only in one department but also throughout the entire company. Those who can align their digital output with their business message will thrive in the digital age. Those who delegate it to a graduate or junior employee may well find it harder to make an impact on their target audience.

 

By Julia Meighan, CEO of VMA group. 

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