Analogue Vs. Digital – Why Old Media Is Ripe For Innovation

Analogue Vs. Digital – Why Old Media Is Ripe For Innovation
SHARE
THIS


What best describes you?

Real innovations are taking place beyond our screens, says brand strategist Daye Moffitt.

Increasingly, creative agencies are asked to produce digitally relevant, new and inventive ideas. No pressure of course; except there is, and gigabytes of it. Accelerating change is a real thing. Technology evolves as we blink. And those that don’t evolve synchronously will soon die; cause of death, irrelevance.

But here’s the question: have we become so obsessed by the digital realm and its linkage with forethought that we’ve failed to see the enduring value of a brand’s physical presence? I think so. And here’s why: In today’s digitally overloaded world, physical presence is a gesture to your consumer, and if executed correctly, a measure of quality. Conduit Inc recently argued that the move towards the ‘end of print’ in favor of digital content is in fact having an ‘invigorating’ affect, declaring that the value of print has increased because it now stands out more than it did in the past; a direct symptom of the multitude of electronic and digital distractions vying for our scattered attention.

Consider the rare joy of receiving a personal and handwritten letter in your mailbox: Or the distinction between the thrill of a postcard versus an email. The difference experienced is an inherent sense of keepsake or ‘felt value’ in something tangible, where someone (business of person) has taken the time, money and effort to produce something real. Irrespective of whether its thrown away the next day or not. Still not convinced? Perhaps the new ways in which agencies are reinventing communication materials to create purposeful meaning and benefits will sway your opinions.

The perfect example: The Drinkable Book. To assist people in the developing world who don’t have easy access to clean water, DDB North America collaborated with WATERisLIFE to create a guide to safe drinking water. Printed in English and Swahili, The Drinkable Book teaches communities about safe water habits: Critical information, but only the start. Each page of The Drinkable Book includes two filters treated with silver nano particles. These particles remove bacteria that cause diseases such as cholera and typhoid. And each filter, which costs only a small amount to produce, can be used for a month. This clever little book provides someone with clean water for four years. Innovation indeed. And there are more examples: like a mosquito-repellent newspaper in Sri Lanka that mixes ink with citronella essence to help combat a country plagued by dengue fever. Or a giant poster on a wall at the University of Sheffield featuring a poem, In Praise of Air that’s been coated with microscopic particles of titanium dioxide; which, when mixed with sunlight and oxygen absorbs atmospheric pollution.

The more you probe, the more cases you stumble upon. Genuine brand and communication innovations are taking place beyond our screens. Which leads me to my next point: Sometimes technology fails. And sometimes, it’s just not the best business solution. Yes technology often fails, I hear you echo. But I’m not talking about that inevitable, awkward moment when your Mac stubbornly refuses to sync with your client’s PC system. Or even the recurring and agonizing occurrence of The Spinning Wheel of Death. I’m talking about those moments in recent history where brands have thought long and ‘logically’ about the ways consumers behave, their new unmet needs and indeed, their future desires.

There is no better case in point than the humble digital photo frame. Whilst on paper it makes sense, on your mantelpiece, or lord forbid, wall, it makes little. At best I’d call it a numbing of the senses. And at worst, just plain, bad, misguided taste. This perhaps explains the digital frame’s wearisome presence on the Top 5 Gifts to Return After Christmas list; cited: These gadgets looked neat on Star Trek 20 years ago, but digital photo frames have become obsolete. I concur. I’m not saying that there’s not still a significant role for digital or online communications; I’m simply saying that striking the right balance and knowing when to exist in which world is key.

Long live what’s real.

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]