Our new Digital World is dramatically changing the way in products are created, promoted, distributed, and consumed. Although these changes have been revolutionary, we still live in an Analog (or physical) World. For example, even today, over 90% of all sales are still conducted in Analog stores. Thus, both marketers and consumers must simultaneously navigate both the Analog and Digital Worlds on a daily basis. Although the Digital Revolution has received considerable attention in recent years, the impact of this revolution upon the Analog World has been largely ignored. This course examines this issue by asking, "How has the Digital Revolution impacted Marketing in an Analog World? This course will begin with an exploration of the key differences between the Analog and the Digital and then examine four ways in which the Analog World has been affected by the Digital Revolution: Domination, Resistance, Synergy, and Transformation. This course will contain several examples of each of these concepts and explore their implications for both marketers and consumers. This course will also employ a variety of learning techniques, including video lectures, case studies, hands-on exercises, and interviews with leading marketing scholars. The learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities and be a member of a rich learning community. I hope you will join us in this educational adventure.
Lecture 2: Distancing (Side 1)
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From the course by University of Illinois at Urbana-Champaign
Marketing in an Analog World
296 ratings
University of Illinois at Urbana-Champaign
296 ratings
Course 6 of 7 in the Specialization Digital Marketing
From the lesson
Analog Transformation
Meet the Instructors
Aric RindfleischJohn M. Jones Professor of Marketing
Department of Business Administration
[MUSIC]
Hi, welcome to our examination of.
This is the second of the two types of analog transformations that we'll explore
in this week's lectures.
In this lesson we'll discuss the definition of this concept.
Examine how it relates to our sort of digital and analog benefits.
See some examples, explore a few things you should know about this concept,
and discuss some tips for successfully leveraging this idea as a marketer.
Let's begin, first of all, I'd like to show you something.
Does this bring back any memories?
[NOISE] Can you hear me now?
For some of our younger learners, this may look like an antique.
[NOISE] However, if you're 30 or over, you probably remember this type of phone.
Perhaps you even owned one.
This is what is known as a clamshell phone [NOISE] or a flip phone.
These types of phones allow you to call, text and take photos and
were very popular in the early 2000s.
Now back in 2005, nearly everyone had one of these or
something similar like the slider phone.
However, the flip phone was quickly abandoned following the launch of
the Apple iPhone in 2007.
In addition to allowing users to call, text and
take photos, the smart phone also enabled them to send and
receive emails, connect to the Internet and download a variety of apps.
Now due to the smart phone's superior functionality,
looked like the flip phone, was headed for extinction.
However, over the past couple of years,
this old fashioned phone has making a comeback.
Can you hear me?
Today, LG, Samsung and Nokia are marketing new flip phones and there's growing
degree of interest among consumers, in this type of low tech product.
Now what do you think is driving the flip phone's resurgence?
While part of the flip phone's recent popularity may be due to nostalgia
much of the growing interest in the flip phone appears to be due to
the fact that it is not a smart phone.
In contrast to the ever growing set of features packed into smart phones,
most of these new flip phones, just like the old ones,
have just a few basic features, such as, calling, texting, and taking photos.
You really can't check emails or download apps.
In other words,
these new flip phones are distancing themselves from the digital world.
For some people this type of digital distancing is appealing,
because they're concerned about security or
want to keep their communications as private as possible.
Or they might worry about the amount of time that they or
their children spend online, and view this type of phone as an useful tool for
disconnecting with social media, email and other types of digital distractions.
Thus, these flip phones are growing in popularity
not because of the features they offer but due to the features,
essentially no Internet connection, that they don't offer.
This is a great example of how distancing from the digital can transform a product.
Although flip phones may not be truly analog in nature, they serve as a good
analogy of how distancing from the digital may be a valuable marketing approach.
In essence, through this distancing approach,
both the form and the function of the phone is transformed.
From a pocket computer that can do just about anything,
to a basic communication device that only does a few things.
Now, let's take a look at our definition.
Essentially we define distancing as a change in the form or function of
an Analog product or a service that occurs when it is removed from the Digital.
Now, in many cases this removal may be partial and or symbolic in nature.
For example, although the flip phone still has some digital features such as texting.
Its limited Internet connectivity significantly reduces the functions
that can be performed using this device.
As a result, users spend less time on their phone, and
more time doing other things.
Now let's take a look at the benefits of both digital and analog, of this strategy.
Typically, distancing transforms an analog product or
service by subtracting some of its digital benefits.
You may have heard the term addition by subtracting?
This is exactly what distancing is all about.
As we know, too much of a good thing can be bad.
For example, if you're like me and you enjoy the taste of ice cream,
you have to be careful not to enjoy it too much.
Likewise, while digital features such as visibility or
trackability may provide some benefits when employed in moderation.
A growing number of people are becoming concerned that these features may also
lead to negative consequences, such as lack of privacy, identify theft.
And even bullying, as the result, many people are seeking analog
experiences that avoid these negative consequences of our digital world.
But now here's an audio to show you a couple of additional examples of analog
products and
services that have been transformed by distancing from the digital.
>> Thanks Eric.
As Eric discussed, there is a growing sense of awareness that too much time
spent in the digital world is harmful in many ways, thus a growing number
of people are seeking ways to distance themselves from the digital world.
In response, a number of digital detox camps have sprung up around the world.
These camps allow digital addicts to disconnect from the digital and
reconnect with the analog.
For example, Camp Grounded is a digital detox summer camp in California that
forces campers to distance themselves from the digital by banning smart phones,
tablets, and computers.
Instead, the focus is on establishing face to face interactions, and
campers participate in traditional analog activities such as meditation,
yoga, and hiking.
If you think that these types of camps sound a lot like the types of camps that
you attended as a kid, you are right.
In essence, by distancing from the digital, the traditional summer camp for
kids has been transformed in its function, and
has become an escape for adults in need of a detox from the digital.
Another great example of distancing is the recent rise
of a phenomenon called no text schools.
While most schools are seeking to obtain the newest forms of digital devices,
no text schools ban most forms of technology such as computers, and
Internet connectivity.
Instead, they employ traditional learning tools such as chalk boards,
paper and pencils.
For example,
the Waldorf school of the Peninsula has no computers and no screens of any kind.
Instead it engages it's students in traditional analog activity such
as cooking and knitting.
This school believes that by engaging children in these types of hands on
physical task they are developing creativity and problem solving skills.
What's most surprising about this school is it's located in heart of silicon valley
and filled with the children of high tech and
executives from digital firms as Google, Apple and Yahoo.
Thus by distancing from the digital world, these schools have transformed the way
in which education is delivered to provide a compelling value proposition.
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