The revenge of analogue and how the marketing landscape is changing – yet again!

The revenge of analogue and how the marketing landscape is changing – yet again!

Have you noticed that things are starting to change?

Particularly where the Internet is involved?

Online was once the utopia. Promoted by many as the quick way to business success. The cheap and easy way to market.

With search engine optimisation (SEO) came the promise of getting you ‘to the top of Google’. It was supposedly a new dawn in marketing – or digital, as it was and is still often called.

Print and other ‘old ways’ to market were pronounced dead.

Social media would kill TV advertising.

Now, the tide has turned.

· The only way you can get to the top of Google is by advertising

· The love affair with the Kindle and electronic books is over

· Online retail giant, Amazon, is not only opening physical bookshops, it is now launching a whole food supermarket chain in the UK

· As for advertising in print, magazines never went away. Yes, some trade publications got thinner and published later in the month. But they are still read. There is still demand. In fact, you can now create, print and distribute just one issue, or hundreds of thousands of issues, of your own magazine or newspaper via the web

· Many businesses continue to work on laptops and Macs rather than phone screens. And with the advent of targeted TV advertising down to post code level, television and TV advertising is stronger and more relevant than ever

· People are buying records again

To come to the point, through all of this we have helped the clients we work with find a way through the clutter. How to stand out.

Finding ways to integrate the best of the new online technologies with the more traditional routes to market. Combining creative brand awareness with tactical online marketing and social media.

Change will continue, no doubt faster than ever, but it’s our job to help clients keep up. As I hope, we always have.

Finally, If you want to really find out how we are all going ‘analogue’ again, then get hold of a recently published book by David Sax called “The Revenge of Analog: Real Things and Why They Matter“. It’s a very interesting and enlightening read.


  1. This is a really interesting post, technology can be very fickle and it’s hard to stay ahead of very changing trends, but one trend that seems to be gaining traction recently is video marketing. It’s predicted that 80% of internet content will be video based, and it’s not hard to see why it’s an easy way for people to get a lot of information without much effort and from a business perspective, it’s an easy way to reach a wide range of people!

  2. Online has simply become just another way to access information. Despite the speed of search engines, they do not have the capability to direct users to current, topical information relating to specific markets. Print magazines serving business sectors offer all this and more in an easy read format, delivered (in most cases free of charge) direct to relevant readers desks. Information contained is often progressed via access to websites but the initial “call to action” is initiated via print titles.

    • Absolutely true, David.

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    I love all the points you have made.

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