Villanueva: Hay que pensar en el valor a largo plazo de lo analógico
Danny Villanueva, Group Account Director at Dieste, stated in Provoque Weekly, that not everything nowadays is digital, and that brands must figure out what their analog strengths are. In an article titled See It. Touch It. Feel It, he explained that, for example, vinyl records sales rose to $416 million in 2016 and that, according to a Pew survey, print books remain much more popular than books in digital formats.According to Villanueva, analog experiences provide the kind of real-world pleasures and rewards digital ones can’t. “But the choice consumers and marketers face isn’t one between digital and analog. The sweet spot is a harmonious blending of the two technologies” he highlighted.People want a balance, he says. The buzzwords around digital and innovation are pitched very frequently as “the” solution and agencies and brands need to be digital, need to be social, need to be mobile. According to Villanueva, this is the future and this is what everything is and this is what you have to do to be innovative. But too often, that gets translated into, just do a bunch of digital things and you’ll have an impact.”“But the reality is, you can maybe have a more meaningful or lasting impact for your brand by figuring out what your analog strengths are and the ways you can connect with a consumer on that level” he said.He ended saying that we must think about the real long-term value of analog. “Whether it’s a radio ad, or an ad in a print publication, or a paper or a billboard. It’s not necessarily as easy or cheap, but it definitely engages in a different way.”
