David Sax’s book, “The Revenge of Analog,” shows how analog experiences have made a surprising comeback. This resurgence is not just about nostalgia; it’s about discovering unexpected joys in products and services that were never intended by their creators.
Take, for instance, the tactile pleasure of flipping through a print magazine. Readers have expressed a unique satisfaction in the sound of a page crinkling as they turn it, finding a sensory experience that digital screens cannot replicate. This simple act also brings a sense of completion when the last page is turned, marking the end of an issue—a feeling of accomplishment that is often lost in the endless scrolling of online content.
Board game enthusiasts have also found a renewed appreciation for the physical presence of sitting around a table with friends and family. In a world where social interactions are increasingly screen-mediated, the direct human connection fostered by board games is a refreshing change. It’s a reminder that sometimes, the best part of a product is the experiences it facilitates, rather than the product itself.
Photography, too, has seen a revival of interest in the analog domain. The refurbished Polaroid instant cameras have become a favourite among photographers who cherish the unpredictability and imperfections of film. The blurry images and unique colour palettes offer a creative freedom and aesthetic that digital photography struggles to emulate.
These unanticipated advantages frequently emerge in customer testimonials, focus groups, and informal reviews. They reflect the emotional bonds that users form with products, which go beyond their intended use. Smart marketers understand the power of these emotional connections. Instead of overtly advertising these quirks, they subtly incorporate them into testimonials and detailed descriptions, allowing the products to shine in a light that resonates with the consumer’s personal experiences.
The lesson here is clear: in a world that’s rapidly advancing technologically, there’s still a place for the analog, the unpredictable, and the emotionally resonant. It’s a reminder that sometimes, the best innovations come from the most unexpected places, and the most memorable marketing is that which connects with the heart, not just the mind.
Don't worry if Plan A doesn't work out. There are twenty-five more letters in the alphabet.