Marc-eting 101: Hello Digital, Meet Analog


Today, most businesses are riding the waves of digital marketing. When asked, “Where do you think the non-digital brand experience fits in?” here is what Marc Sampogna, Canopy’s Managing Director, had to say…

As we continue to see the world of marketing shift further and further into digital, we have to ask ourselves: Does the analog (print, TV, OOH) brand experience fit in anymore? Well, of course it does. But it’s really a matter of how brands and marketers want to spend their budgets. As we know, digital is the most efficient means to reach an audience, measure it, and do it with more modest budgets. But does it leave the profound impact that non-digital channels and tactics leave? The answer is…. not yet! Traditional media has made efforts to tie-in their digital platforms to ensure their brands are accessible, relevant and shareable. But digital isn’t designed to return the favor. So, what’s the outcome? Well, as marketers, we need to recognize the new paradigm, and be very picky about how and where we want to connect with our target. It comes down to who they are and where they get information. Gen X, Y, Millennials, are all digitally connected and rely on this to drive their purchasing patterns. And that makes up a significant piece of the market. Boomers and above are adjusting, but have greater appreciation for traditional because they grew up with it. And while I continue to ramble on, I’m not sure if I’m answering the question of whether or not non-digital/traditional/analog brand experiences fit in anywhere. But if I look at how cyclical trends have become, from fashion to art, I’d have to say this would apply to marketing. Digital will at some point evolve to finally turning around and introducing itself to analog, and who knows, maybe they’ll get along.


Marc-eting 101: Fact or Myth?


When Canopy’s Managing Director, Marc Sampogna, was asked to discuss common digital marketing myths, here’s what he had to say:

While I wouldn’t call them marketing myths, I believe every marketer and brand for that matter, has a different perspective on how to reach their target audience, especially in the digital space. For instance, there’s been a lot of speculation around the notion that “traditional marketing and advertising is dead”, and that “everything is digital”. This is total bulls#*t. There will always be a need for traditional marketing methods like TV, print and out-of-home. But, as marketers, we need to understand mobile/digital is now the first screen for most consumers, but this is most likely a generational thing. Boomers and older generations still value the traditional, while Gen Xers and Millennials are certainly more digitally focused. There will always be a need for both. My advice about this “myth”: Find the right balance based on who your audience is, and create your media mix from there. You’ll reach them both ways as appropriate.

The second “marketing myth” I’d mention is the PC card (that’s Politically Correct, not Personal Computer). Some marketers think there’s a need to be PC in their communications due to potential backlash from certain activist organizations. But, this is really a matter of taste, and what’s on or off brand. We live in an era where no matter what you do, you will always offend someone — you can’t please everyone. As marketers, our job is to generate awareness and attention for brands. If it’s Ron Burgundy throwing eggs at a Dodge Durango, you’ll likely get someone from some food activist organization to find it offensive, but you can’t let that hinder your judgment on what’s right for the brand. The right consumer will accept it, which is primary, and any debate about food conservation will become secondary. Lastly, take Cheerios and their interracial ad that had conservatives cringing. Are you kidding me?! And how did Cheerios respond? By taking out Super Bowl spots (for the first time in forever) to air more of these so-called controversial ads. I love it! My advice: If worried about creating controversy, watch what Cheerios has and will be doing. A family brand that’s taken a so-called risk that is completely tasteful and on brand, and made people really think about what’s a fact of life versus a controversy.

My two cents…

Beauty is independent of time

We recently took a trip to Florence and returned truly inspired. “The Dali Universe” exhibition that is currently at the Palazzo Medici Ricardo. A simply awesome display of the genius of Dali in sculpture, painting, jewelry, furniture, fashion and more. The Women of Time sculpture, features Dali’s most famous symbol the melting watch. This explanation and insight engage the mind and your emotions. Both are an integral part of what we strive for in this business every day. Engagement: “The clock alludes to the woman”s awareness that beauty is independent of time, whether it is corporeal grace or an ethereal rose.”

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Much like the idea that beauty is independent of time, brands form timeless connections. Below are a few of the examples that spark our fires. What is it about the independence of beauty and time that engages your emotions?

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-Canopy Team