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.