Tapscott’s book is a sequel to Growing Up Digital; a book that he originally wrote about the net generation / millenials / gen-Y. The book is more of a defence of the net generation Tapscott takes some of the different criticisms leveled at them and deals with them head on. Are the net generation really unmanageable, spoilt, dumb, able to commune with digital electronics (kind of like Tarzan and jungle animals) and they can do 69 things at once?
Tapscott proves that the inate ability to multi-task isn’t true, but most of the other positive attributes are true. The book breaks down into how the net generation need changes in education, government, business and in marketing communications. The book is easy to read, it is deceptively thick due to the appendix of data at the back of the volume.
Tapscott gives some simple guidance to marketers:
- Engage with consumers turn them into prosumers rather than the traditional consumer focus of marketers
- Move from products and services to creating consumer experiences (Starbucks doesn’t sell coffee, it sells a ‘third space’ between home and work that happens to have coffee)
- Reduce the marketing spend on broadcast media and refocus the spend in digital channels
- Word-of-mouth marketing is critical
- Integrity needs to be at the centre of the business, consumers will put their money where their morals are
- Move the marketing mix from Porters 4 Ps (product, price, place and promotion) to Tapscott’s ABCDE (Anyplace, Brand, Communication, Discovery and Experience)
If you are at all interested in what the future holds for us over the next ten years, I can recommend this book.