Each technology attacks a concrete market niche through targeted marketing strategies. These technologies are a powerful stumbling block to force a behavioral change that can mark an entire generation’s future. If computers, the Internet and mobile devices marked the development of Generation Z (1994- 2009) and the democratization of tablets at our homes, they are marking that of the new Generation T (2010-)
The Touch generation, though still infant, are already considered as massive users of technologies. It’s a collective that’s been born without an analogue reference, so they don’t conceive their daily routine without a technological device to his hands. Hyperconnectivity and intantaneity are natural properties for them. A community that currently accounts for 15 per cent of the world’s population.
The course that this generation will take is still an incognite. Currently, this collective is currently undergoing full educational development. They learn, play and form in a technogenic bubble a. Nevertheless his classroom experience remains practically analogue. To be an example, the fact that exercising on a tablet will be the most disruptive change they have been undergoing so far.
To integrate technologies of learning and knowledge into the classroom does not consist of digitalizing analogue practices of the past. The educational system is archaic and obsolete for this new generation. A collective, focused by its characteristics, to collaborative networking. Technologies exist, work and are put into place at our homes but not at our classroom. What’s wrong with this equation?
Maybe the marketing strategy that was undertaken at the time. That strategy focused on particular communities. The homes of the world were filled with tablets with which new members of Generation T were growing. The success was resounding but those with responsibility for this strategy did not propose to give them continuity. First by misunderstanding that the second place that this generation spent more hours of the day (aside from his or her home) was the classroom and second by his or her failure to perceive the limitations that have been noted from his or her current educational system.
The opportunity to achieve the digital transformation of a system with high structural deficits is open to us. A deeply rooted ordenance to classical practices with tigo to renewal and innovation. That digital transformation should lead to a new educational model that will change classroom performance from its methodologies to its actions. Without this transformation, we currently have a Generation T required to adapt their digital practices in an analogue environment such as the classroom. Contrary to Generation Z, that at the time had to digitalise its analogue practices in an evolutionary process focused on the future.
Abel González Department of Marketing