SXSW 2018: "Next-Gen Content Marketing: Reaching Digital Natives"

This panel discussed what to do when it comes to marketing to the consumer that is a heavy digital user. A digital native does not have a specific age group or demographic. It is simply anyone who is more inclined to use their phone or some type of digital device to do anything. When it comes to a digital native, things must be interactive and eye catching and mobile devices are better for images than text. They don’t want to do a lot of reading or spend too much time on a link or article. The speaker mentions the social proof playbook and how your brain makes shortcuts, you end up following everyone around you. With the Digital Native there tends to be a “Herd Mentality” where is everyone else is doing it, then so will I. Another way to reach them is through giving them a sense of belonging and this can be accomplished through testimonials from others or using influencers to vouch for the product or business.