analogue baby

Advertising and marketing is dealing with a paradigm change, according to self-styled ‘worldwide futurist’, Anders Sorman-Nilsson, however he has warned that companies must be cautious about getting so caught up in the wave of digital hype that they lose the psychological bond that physical connection provides.

The Australian expert and author has actually written a book on the subject of balancing how brand names approach the “digital minds and analog hearts” of consumers. He argues that an attack of social networks and digital marketing has actually seen the advertising industry, traditionally really ‘analog’, become more and more influenced by digital and social innovation. This has seen numerous marketing methods integrate both the digital and analog ways, which Sorman-Nilsson has described ‘digilogue.’ (Hence the book’s title: Digilogue: How to succeed the digital minds and analog hearts of tomorrow’s customer.).

Sorman-Nilsson points out that digital approaches are ideal for attracting brand-new company while analog tools are crucial for customer retention. He thinks companies like Dell have taken digital too far by completely digitising their business model and have actually alienated consumers at the same time. Apple in comparison has continued to establish physicals stores along with their digital presence, and is enjoying endured excellence as a result– appealing to both the digital minds and analog hearts of consumers around the globe.

“High-touch face to face, has constantly been something physical– that’s the analog. But now we are seeing more and even more advertising and marketing step into a digital area, a social space and that’s what I mean by digilogue. There are companies right now doing today that are not going pure play analog or pure play digital, exactly what they are doing is sitting at in a sweet spot in between the 2,” he says.

Sorman-Nilsson believes the trick to sustaining business is the ability for business to be able to flawlessly get in touch with consumers by means of both analog and digital ways.

“Companies require to have the ability to link with individuals’s ever enhancing digital minds, but at the same time be able to emotionally link with their analog hearts,” he says.

He believes digital disruption will upend all sectors in the near future, and alerts companies not to “throw the analog infant (our sense of tradition, brand equity, and profitable network interactions) out with the digital bathwater”.

“Many individuals overreact when they sense their company is being digitally interrupted and seek to abandon all their previous analog practices and jump head first into the digital minefield. Or they stay with nostalgia. Exactly what they frequently fail to consider is whether a digital method is right for them and whether the abandonment of the analog might alienate and push away present clients,” he includes.

Marketing Magazine

July 31, 2013

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