First not only

If you are like me, you tend to focus on what's new and expend a lot of energy exploring and find out how it works. The danger is becoming so focused on the "new" that you ignore the "old."

That's why I think digital "first", not "only".

Communicators know that understanding the people you want to receive the message is key to anything sticking with them. It's safe to assume that anyone under 40 (although that may be a stretch) is comfortable with digital communication. Those over that age likely have some interaction with e-mail and probably kids who are digital natives. As the age increases there is less likelihood of a digital first mindset until the immigration process begins taking hold.

We can't ignore the fact that a large proportion of those with whom we communicate are still comfortable with an analog message. But that doesn't mean we should ignore the digital because we are unfamiliar with it or challenged by it.

It's also safe to say that many retired people are beginning the digital immigration. My parents began their immigration when my father was 78. He invested in a new computer when he was 85. It's an interesting story. My siblings and I had given them some money for their 50th wedding anniversary, suggesting they take a trip back to England. Instead, they invested in a computer. As a result, my dad began genealogical research and discovered long-lost cousins. He bookmarked news sources so he could keep up-to-date with this interests and also began e-mailing relatives in England and Australia! While he is still going through the digital immigration process, the decision to begin using the computer brought about much more than would have ever happened if they had travelled overseas for two or three weeks.

Seniors are going online. Boomers are cautiously exploring; some actively embracing, but comfort levels still rest with "traditional" media. That's why we have to use the media that best communicates with specific age-groups, tailoring the message to engage the recipient no matter if its digital or analog.