Keith Weed, Unilever's CMO, has recently come out and said that digital marketing has a lost generation or at the very least a generation of people faking it until they make it in digital marketing.
I agree with Weed, there is a gap in those who have grown up in the digital world and those who are adopting it. However, whose responsibility is it to ensure that a brand's marketing team is as digitally savvy as possible? The company or the marketer?
I work with a mixture of clients, some as big as Unilever down to small start ups, and my opinion is that a business can have as many as digital experts as it likes, if they're not willing to invest in this area, it is their own fault if they are not leaders in this field and not their employees' generation.
A generation of marketers leading businesses today are bluffing about their knowledge of the digital landscape, according to Unilever chief marketing and communications officer Keith Weed... “We have three versions of people. On one side we have the digital natives who have been born and bred in a digital world. On the other side we have people like myself in my 50s who have children in their 20s and if I didn’t engage with them on digital platforms I wouldn’t have a relationship with my children. “In the middle we have what I call the ‘lost generation’, people in their late 30s and early 40s who don’t yet have grown up children who are digital natives and weren’t digital natives themselves. These are the very people who are leading so many of our brands and businesses."