A new decade has begun and we’re already facing some global changes that we didn’t expect. And each time we’re facing something that we didn’t expect we are slowly learning that there is huge value in the unknown no matter how hard it might be in the beginning.
Marketing teams always want to add value to each tactic used on social media platforms by throwing the known into the unknown and vice versa. There was a time when the known was considered the offline environment and the unknown was considered to be the online space.
More than 30 years have passed since the Internet has brought both joy and discomfort into our lives and we have seen how digital marketing has changed interactions, interfaces and identities. What is called oldschool by young marketers or classic by people who have spent a great amount of time in both online and offline environments is being called now analog. If this was a word usually used to describe a piece of hardware, now everything can be called analog if it’s 80 % old and 20 % immortal.
Marketers are forgetting that social media platforms are tools not places and each tool should be used to calibrate a certain part of a business’s story. In times of introspection like we are facing now, we can observe how everything is coming back like it was taken from us, not like we forgot about it or ignore it. When helping brands to navigate through deep waters, specialists are observing new patterns and new trends emerge in what we call advertising, social media, marketing and PR these days. The changes that we are expecting are not in need of too much SEO because we are already experiencing them by leaving behind so fast what is no longer suited us for moving forward. As we’ve seen through history, nothing disappears, it only changes and the marks left by what has been are starting points for what will be.
Platforms are teaching and entertaining at the same time its users and for new consumers that don’t have much to unlearn, it is easy to learn whatever you are giving to them. As many of us have seen, this whatever will doom your business in times of crisis, no matter how big or small it is. If you gave the chance to your customers to tell you what they want and how they want it, you can’t ignore the amount of data that you have in front of you. There are many speculations about how we are all going to handle our personal data in the future, but until regulations are installed, we should learn how to read better and how to understand faster at a deeper level. Cyberpsychology and data analysis combined can help you understand more about the archetype of your customer. Buying your product forces a marriage for both of you without knowing too much about each other. Of course that mission and vision could be shared, ingredients could be perfect and so on but just like in human relationships, brands are showing their true face in critical moments.
Seeing trends like False Nostalgia emerging so fast where the present moment requires you to feel nostalgic about the future or past makes you think more about what it means to be living in the present moment? It means being connected with everything that is new while being deeply in love with a past that we might or might not have experienced and while forecasting ideas about a future that we hope to fill in too. The subconscious is constantly giving us mixes of real past experiences and fantasies and marketers are trying to translate those past experiences at the right time, just when the consumer’s mind is a place where he is ready to understand why the message comes with a retro font or why the music of the commercial was remixed to sound like the 80’s or why content creators are receiving cassettes and posters instead of Google Ads.
When it comes to what you hope to achieve, both analog and digital can move you towards the right direction. Depending on your KPIs, the question is not which of those are better, but which one should you use first. A mix of both is expected from brands since our inboxes will be packed by working from home and some actual letters are starting to be written in some parts of the globe. When you don’t have many reasons to go outside your house or if you are tired to open the door just for the delivery guy, receiving a letter can romanticize a little the way we deal with the pain nostalgia is causing us.
So what is analog marketing?
Analog marketing is a marketing tactic where you address a category of public through actions that are out of common professional use. Just like guerilla marketing, analog marketing has certain moments where it can launch or save a brand, but, it can also ruin it if it is not properly researched. All the small and personal considered to be gestures in B2B and B2C will become like a certification for your involvement in a certain digital project.
As we can see, working from home has been made available for many institutions due to recent events and many of our already small numbers of live interactions with other people will be reduced. Technology is making bigger leaps than ever and proof of us being as real as we are going to say we are when we’ll speak into a camera should be expected.
Our phone is a huge banner and sometimes we become one ourselves. Although it might not seem like it, we are more in control of what we are consuming than it appears. Search engines are filled with questions that your brand should be on the line to answer them. Remember that fast doesn’t always mean strategic and this is where you can see if somewhere on the road you mistook your tactics for goals and vice-versa. It happens.
Things can be hectic and when you are pressured by the PR departments to prepare in a certain way and you do it while having the whole strategy in the back of your mind. What drives the use of analog marketing is the same with what drives the use of digital marketing. Analog marketing is what brands are usually doing when making brand activations at music festivals and other events and it will be taken outside its season because it can be combined with the consumer’s new habits in order to have a highly convertible interaction.
We are still living with one foot in analog and one foot in the digital and if one was considered to be human driven and the other technology-driven, now we are living in times where we are constantly choosing between the two.