Here's a thoughtful post asking us to stop carving communications channels, content and competencies into 'digital' and 'traditional' slivers.
It's all digital now.
It's not an easy shift for agencies to make, adding new skills and attitudes to those still valued by clients, but we're finding that with significant training investments, close collaboration with clients and fresh thinking from guys like Scott Guthrie, who wrote the post below, we're making quick and progress.
Time to embrace digital 'naturals' over 'natives?'
This turns the use of digital into a mindset or attitude founded on ability rather than on age: “To be a digital natural is to have the skills and competences to operate in the online environment, to treat internet-enabled devices as a routine to daily life, to expect information to be at our fingertips, always available and endlessly abundant. Digital naturals inhabit a place where location and distance don’t much matter and where news travels instantly.”