Opinion: Marketers must cross digital gap to stay relevant

02/12/2007 | Mediaweek

Marketers must embrace the Internet and "on-demand" media if they hope to connect with emerging, young decision-makers. Those who are successful in reaching Gen X and Gen Y will grasp that media choices must be customized to reach individuals who are "digital natives." Key to bridging the generation gap is realization that online games, satellite radio, iPods and smartphones have elevated mobility, community and choice to higher positions.

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