Magazine article Marketing

Editor's Comment: Offliners Represent Rich Pickings

Magazine article Marketing

Editor's Comment: Offliners Represent Rich Pickings

Article excerpt

Talk to brand managers or their agencies and, apparently, we all live in the 'post-digital' age.

A friend of mine recently overheard two teenagers on a bus saying: 'CDs used to be great, didn't they? You could wave them around and they had proper artwork and everything.'

CDs? How many of us still have vinyl in the house?

Cameraphones.

Facebook.

Smartphones. Downloads. Googling. Torrenting. Thieves and leeches.

However, the plain fact is that we don't all live in this world.

There are plenty of people with time and money, aspirations and brand loyalties, who have no interest in 'tinternet', as comedian Peter Kay calls it.

These are the same sort of people who buy a mobile phone 'for emergencies' and may give out their number only to their partner.

Make no mistake, though - they are not stupid, and they are not poor.

So, who better to make the case for brands to take all these good people seriously than the doyenne of all things digital, Martha Lane Fox (page 26). …

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