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August 05, 2014

Marketers Need to Strike a Balance Between Old Skills, New Tech

Technology has come a long way in the last few decades, and these advancements have changed society in numerous ways. Skills that were important thirty years ago are not pertinent any more because technology has made them unnecessary. This obsolescence of skills has also created a sense of fear in the minds of older generations, and they tend to be more resistant to new technologies. Moreover, they value certain skills, and they don’t want technology to eliminate these skills, according to a recent post on  As a result, many marketing strategies fail because marketers are unable to reach these segments of people.

To address this problem, it is important for marketers to address the issue head on. The first step is for the marketers to understand that old skills never fade away; rather, they get enhanced with new technologies, thereby making them more effective. Once marketers understand this truth, then it’s easy to explain it to potential customers.

When marketers convey to customers that old skills can be enhanced with technology, then it is likely to attract more people. To convey their point effectively, marketers should understand the history of old skill including its political and religious connotations if any, and should work toward finding its core value. Using this information, marketers should help customers to make the right technological choices that will improve their life without compromising on their skills.

In this sense, marketers, especially those that market technology-based products and services, should always strive to create a balance between old skills and new technology in their marketing campaigns. Such a strategy is essential to alleviate the fears that come with new technology, and to reach out to people of all ages. 

Edited by Rory J. Thompson

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