NOZ9g5JPQFGTF7Li4hOebw MBA 545 MOOC 1 Module 2 Word Transcript

The Digital Marketing Revolution
Professors Aric Rindfleisch and Steve Raquel
Module 2: Analog Resistance
Table of Contents
Module 2: Analog Resistance .................................................................................................. 1
Lesson 2-1.1: Basic Concept: Resistance .............................................................................................................. 2
Lesson 2-2: Key Concepts: Physicality ............................................................................................. 12

Lesson 2-2.1. Lecture 1: Physicality (Part 1) ....................................................................................................... 12
Lesson 2-2: Key Concepts: Physicality ............................................................................................. 24

Lesson 2-2.2. Lecture 1: Physicality (Part 2) ....................................................................................................... 24
Lesson 2-3: Case Study: Disposable Cameras .................................................................................. 46

Lesson 2-3.1. Case Study: Disposable Cameras.................................................................................................. 46
Lesson 2-4: Key Concepts: Protection ............................................................................................. 57

Lesson 2-4.1. Lecture 2: Protection (Part 1) ....................................................................................................... 57
Lesson 2-4: Key Concepts: Protection ............................................................................................. 72

Lesson 2-4.2. Lecture 2: Protection (Part 2) ....................................................................................................... 72
Lesson 2-5: Exercise: Letter Writing ................................................................................................ 92

Lesson 2-5.1. Exercise: Letter Writing ................................................................................................................ 92
Lesson 2-6: Expert Interview: William Best ................................................................................... 100

Lesson 2-6.1. Expert Interview: William Best ................................................................................................... 100
1
Lesson 2-1 Basic Concept: Resistance
Lesson 2-1.1: Basic Concept: Resistance
Hi, welcome to module 2, Analog Resistance. In this module, we'll explore where, why,
and how parts of the analog world have been able to resist the digital revolution. We'll
also examine the implications of this resistance for you as both a consumer and as a
marketer.
2
Now, when you think of analog resistance, what products or services come to mind?
Well, if you're like most people, you probably think of low-cost and frequently purchased
products and services, such as haircuts and hamburgers. Indeed, the way in which we
obtain these products and services is not that much different than in the past, and
they've been largely untouched by the digital revolution.
3
Let's try another quick experiment, please think of the last time you bought a candy bar.
Was this an analog or a digital purchase? Please select one of the options for this
question that will soon appear on your screen.
Well, as you can see from these results, most people today still purchase their candy in
an analog manner.
4
Why is this the case? Well, for many people, including both candy bar marketers as well
as consumers, the benefits of the analog still exceed the benefits of the digital. As you
may recall, the analog world has a very distinct set of benefits from the digital world.
Here's a quick review, we have four analog benefits, sociability, tangibility, excitability,
and anonymity.
5
Then we have four digital benefits, affordability, visibility, coverability, and trackability.
So why is the purchase of candy bars still analog in nature? Well for many of us, candy
bars are an impulsive purchase response to a craving for something sweet, thus they
have a high degree of tangibility.
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When the impulse hits us, we want to buy it, hold it, and eat it as soon as possible.
Well at least I do. It's true, Snickers really satisfy, that's good. Although candy bars are
delicious and often make us feel good for a short period of time, they aren't very good
for us. They usually contain high amounts of sugar, are lower nutrients, and add empty
calories to our diet. So, candy bars are a guilty pleasure and often have some degree of
social stigma.
7
Thus, buying a candy bar from a store or a vending machine provides anonymity or
protection, from family members who may not approve of our junk food habit.
Also, for products like candy bars, the benefits of the digital, such as affordability and
trackability, are not that important. Candy bars are quite inexpensive and typically cost
no more than a dollar or two. Thus, unless we buy them in large quantities, they really
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aren't that much more affordable if we buy them from a digital retailer. Likewise, since
they're a guilty pleasure, the idea that our candy bar purchases are being tracked by
someone is not a very appealing thought.
As a result, for products like candy bars, the benefits of the analog appear to exceed the
benefits of the digital. Hence, this product is a great example of analog resistance.
9
As illustrated by this example, our desire for physicality and protection are two key
concepts for understanding analog resistance. We'll explore these two concepts in more
detail in our video lectures. We'll also reinforce and apply these concepts through a
variety of other learning activities.
For example, our case study will examine how and why disposable cameras are making
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a comeback in our digital world. You'll also have a chance to engage in a hands-on
exercise, in which you'll send a handwritten letter to either me or Professor Steve.
We'll then wrap up this week's lessons by hearing some insights from William Best, who
is the manager of the Champaign County History Museum. I know you're excited about
that, I hope this overview gave you a sense of what we're trying to do here in module 2.
If you're ready, let's get started by looking at the concept of physicality.
11
Lesson 2-2: Key Concepts: Physicality
Lesson 2-2.1. Lecture 1: Physicality (Part 1)
Hi, welcome to our examination of physicality. This is the first of the two types of analog
resistance that we'll explore in this module. In this lesson, we'll discuss the definition of
this concept, examine how it relates to our set of digital and analog features, see some
examples, explore a few things you should know about this concept, and discuss some
tips for leveraging this idea as a marketer. Let's begin. First, I'd like to show you
something.
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We're here at Exile on Main. This store is in the heart of downtown Champagne as a
place to go to find old vinyl records, such as this one. When I was young, records like
this were the way in which most people listened to recorded music. However, the
digitization of music first by compact disc and then by MP3 files made this technology
nearly obsolete, the keyword is nearly.
13
After two decades of decline, vinyl records have begun to make a dramatic comeback
across many countries.
Most of these sales have been in the form of used records or new releases by small
recording firms.
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However, it looks like major recording studios are rediscovering this analog technology.
For example, Sony recently opened a new vinyl record pressing plant in Japan. Thus, it
seems that vinyl records have successfully resisted music's digital revolution. While
there are many reasons for the resurgence of this analog format. One key factor is the
physical form of the vinyl record.
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Unlike an MP3 file, which can't be seen or touched, a vinyl record is big and bulky and
usually comes in an eye-catching cover.
This physical form provides vinyl records with a sense of tangibility that simply can't be
matched by its digital alternatives. This tangibility helps satisfy our need for touch and
makes us value music more highly as vinyl records are rather fragile and need to be
carefully handled and cared for. In addition, some listeners claim that vinyl records
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produce a sound that is warmer and more authentic in nature than MP3 file. On top of
this, the physical format of a vinyl record makes especially appealing to music collectors
who like the sociability aspect of hanging out in record stores such as this one and
showing off their collection to their friends and family. This is a great example of the
power of the physicality of the analog products and services. Due to their physical
nature, analog offerings, like a vinyl record, are successfully resisting challenges from
the digital.
We define physicality as a condition in which an analog product or service is preferred

to its digital alternatives due to its physical qualities like its shape, size, or weight. For
example, a vinyl record has a physical form while an MP3 file does not. For some
people, this physical form produces a more enjoyable listening experience. For
example, many fans of vinyl records like the fact that a record has two sides and must
be physically flipped to complete the listening experience. This simple act of getting up
from their couch and turning the record over provides a tangible sense of satisfaction
that they simply can't get from music in a digital form.
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Typically, physicality leverages the analog benefits of tangibility and sociability. As we

just discussed for a growing number of people, the physical format of a vinyl record
provides both qualities.
In today's digital age, fewer things are tangible in nature and social interactions typically
come from a screen rather than in person.
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For example, online shopping is more efficient but also more intangible and impersonal
than shopping in a physical store. While efficiency is nice, sometimes we need or want
things that are tangible and social in nature.
Thus, there appears to be a growing desire for the physicality that analog products and
services can provide. Now here's Steve, to show you a couple of additional examples of
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analog products and services that are resisting the digital due to the principle of
physicality.
Thanks, Aric. Independent bookstores are a great example of physicality. For example,
here's a book that I recently bought from an independent bookstore called Anderson's,
which is close to where I live. I prefer books in physical forms because I like how they
feel in my hands.
20
In this digital age, you might think that most people download books under their e-
reader, such as an iPad or a Kindle. Indeed, many people do. However, in recent years,
there have been a resurgence of independent bookstores that offer analog books. Now,
one reason for this resurgence of bookstores is the preference for the physical form of a
book. Specifically, the ability to physically turn a books page or feel the weight of a book
in our hands gives us a tangible appeal that is lacking in digital books.
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In addition, independent bookstores offer a space where people from different walks of
life can cross paths and socialize. By hosting author events, festivals, and book groups,
independent bookstores can leverage their tangible products and sociable atmosphere.
Another great example of physicality is the Tough Mudder.
If you didn't know what a Tough Mudder is, it is a 10-12-mile-long obstacle course that
tests your physical and mental strength. As one of the world's fastest growing athletic
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events, Tough Mudder is appealing because they are action packed and somewhat
dangerous since participants must cross obstacles with barbed wire, electric shocks,
and fire.
In addition, Tough Mudder promotes sociability because you must form teams and
these grueling obstacles could only be completed by working together with your team.
Thus, the Tough Mudder offers a fun and physical activity that you can participate with
your friends.
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Lesson 2-2: Key Concepts: Physicality
Lesson 2-2.2. Lecture 1: Physicality (Part 2)
Now that you've seen some examples of physicality and we defined what this concept
means, here are three key things you should know.
First, coexistence with the digital. Although analog offerings such as vinyl records and
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independent bookstores are resisting the digital world, they're also co-existing within it.
Most record stores and bookstores have web pages, and many actively engage in
social media to promote their activities.
For example, record stores around the world have digitally organized to create and
promote Record Store Day, which is an annual event held every April that helps bring
greater visibility to vinyl records and increase traffic for record stores.
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Also, both records and books coexist with their digital counterparts such as MP3 files
and books.
These digital offerings which are not going away are often used for other purposes.
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For example, while a vinyl record is a great way to listen to music while you're sitting at
home, you can't really use it when you're traveling or exercising, so digital alternatives
like an MP3 file help fulfill these usage needs. Even though an analog product may be
resisting the digital world, it's more likely to be coexisting with the digital rather than
totally replacing it.
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Second, opposition to the digital. In addition to coexisting with the digital, part of the
appeal of physicality of the analog is the fact that it opposes the digital.
Digital offerings such as an eBook or an MP Three file are intangible entities that are
typically downloaded or accessed on a computer. Since digital products lack physicality,
we never touch them.
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In contrast, analog products, like a record or a book, are tangible entities that we must
touch to consume.
The non-physical nature of the digital gives analog products, like records and books, a
new set of meanings. For example, before the MP3 file, most of us who were around
back then didn't see the fact that we could touch and hold our vinyl record as a
meaningful or distinctive benefit.
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Also, the digital is no longer new, it's now mainstream. Today, about four billion people
across our planet have access to the Internet, and over 80% of Americans own a
smartphone. As the digital world becomes more mainstream, buying and using analog
products and services are becoming part of a counterculture. By opposing the digital
mainstream, people who own analog products such as records and books can cultivate
image of being cool and hip and different.
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Third, records are records.
The American composer John Cage once said, "What people ultimately have to learn is
to use records not as music, but as records." Well, I'm not quite sure what Mr. Cage
meant by this.
31
I think he's referring to the fact that products have both form as well as function.
Typically, we usually focus more on a product's functionality than its form. However,
both qualities provide value to consumers. For example, while an MP3 file may provide
superior functionality compared to a vinyl record, this functionality comes in a very
different form. As a result, to compete successfully against this new digital offering,
record manufacturers and retailers have focused on marketing its product form and
have positioned its physicality as a point of distinction. They've realized that people are
not really buying records to listen to music, but are buying records to own records,
which is something that MP3 file simply can't offer. Now that you know what physicality
is, here are some tips for leveraging this concept to enhance your marketing efforts.
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First, touchy-feely. When we say someone is touchy-feely, we usually think of this as

something negative. However, when it comes to analog products, being touchy-feely is
a good thing.
Analog products can be touched and caressed.
33
Marketing scholars have discovered that many people have a need to touch products,
and that touching a physical product produces a sense of haptic satisfaction.
In addition, the research suggests that if we touch a product, we're more likely to buy it,
a may even pay more for. Indeed, people who own a vinyl record often report one of the
things they like best about this product form is the fact they can touch their music.
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Likewise, participants in endurance events, like the Tough Mudder get a sense of great
satisfaction from touching and conquering a variety of physical obstacles such as tires,
ropes, and mud. Analog marketers should try to leverage this power of touch by
allowing potential customers to touch and feel their products as much as possible prior
to purchase.
Second, look for a partner. You may have heard the phrase, birds of a feather flock
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together. In essence, this means that things that are alike can often be found together. If
you're trying to market analog products, please keep this in mind. People who have
interest in buying one type of analog product or service are likely to be interested in
other types of analog offerings.
For example, physical bookstores often sell records, and record stores often sell books.
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Marketers refer to this activity as cross-selling, and this can be a very effective strategy.
In essence, this tactic allows people who have interest in one type of product to
discover a product they weren't initially looking for but may have interest in buying.
A good example of cross-marketing is Tough Mudder's partnership with Jeep. These

two analog offerings seem like a natural fit. In Tough Mudder, people travel through
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mud as part of endurance race, while Jeep helps them travel through mud on the way to
the race itself.
Third, leverage rituals. Humans are very ritualistic creatures. Rituals such as birthdays,
weddings, and funerals are observed in nearly every culture.
Typically, these ritual activities involve the purchase, use, and/or disposal of different
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types of physical products. For example, in Korea, it's a tradition to celebrate a child's
hundred-day birthday by having a party in which the child poses with various types of
fruits and cakes. Even though we live in a digital age, most of these ritualistic objects
are still analog in nature.
One reason that rituals have resisted the digital may be since physical objects are a
better way of promoting sociability. Since most rituals are conducted in the presence of
others, this superior sociability gives analog products a competitive advantage over their
digital counterparts.
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For example, when we attend a birthday party, we usually bring an analog card rather
than send a digital one so when it comes time for the birthday person to open and read
their cards, we can smile and bask in the self-satisfaction of being a kind and generous
person. Marketers can leverage analog's natural advantage as rituals objects by
creating and celebrating more rituals.
A great example is one of my former clients, De Beers Diamonds, which way back in
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the 1930s created the ritual in which a man asked a woman to marry him by offering
expensive diamond engagement ring. Today, about 75% of American brides own a
diamond ring that cost over $5,000 on average.
As part of their marketing campaign, they created the famous slogan, A diamond is
Forever. A more recent example is Tough Mudder, which is a ritualistic performance.
Also, people who complete these rigorous endurance courses participate in a series of
different rituals, such as headband Mondays.
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If you complete a tough Mudder event over the weekend, you wear one of its orange
headbands on Monday at your desk. As shown by these examples. Creating and
celebrating rituals are a great way to promote analog offerings.
Fourth and finally, seek out collectors. Due to their physical form, analog offerings are
also very appealing to collectors. Humans seem to have an innate desire to collect
things.
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Some of the most popular things that people collect are coins, stamps, and action
figures. However, people also collect some rather unusual things such as Coke cans,
nails, and even bars of soap.
One thing that all these different objects have in common is that they're analog in
nature. Collectability is also one of the reasons for the resurgence of vinyl records. As
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people gain more experience with digital music, they realize that MP3 files are not very
good collectibles. They usually lay hidden in a folder somewhere on our computer and
are not something we would really show to others. Part of the joy of collecting is
probably displaying your collection on a shelf and showing it off to others as you explain
where and when you obtained the various pieces of your vast collection.
In essence, collecting is an act of tangibility and sociability, and digital products are
simply lacking in these qualities. Thus, marketers of analog products should try to focus
on selling not just the object, but also the collectible.
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For example, Coke's recent share of Coke campaign does this by encouraging people
to purchase bottles that display their name or the name of their friends and family
members. I hope you enjoyed this exploration of physicality, that it gave you some new
insights about the digital marketing revolution.
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Lesson 2-3: Case Study: Disposable Cameras
Lesson 2-3.1. Case Study: Disposable Cameras
Hello, everybody, it's Professor Steve, and welcome to this case study. I'm in front of a
Walgreens, and I have a question for you. When was the last time you saw physical
photos? Well, I grew up with these physical photos, and they were a masterpiece. We'd
get 24 or 36 pictures done in a roll, take them to the Walgreens, have them develop. But
the problem was, I got what I got. Guess what I got in this one.
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I got a picture of a wing frame. So, imagine my delight when digital cameras came out.
It was great. I could take pictures whenever I wanted to. I delete whatever I want. I
could take them on the road and be able to send it to people. It was great. But my
daughter, who's 18 years old, embraces the disposable camera. She calls them
dispose.
And it's a great example of resisting the digital because dispose go back to these
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photos, and I asked her, why does she love them? She goes, dad, in a world of digital
photos where they can be manipulated and you get ready for them, dispose gets you
where you are. It's authentic, it's real. You can't get ready for them, and you get what
you get. And I thought, what a great example of resistance to the digital. As you can
see, old fashioned disposable cameras are being embraced by Generation Z. If you're
like me, you may find this rather surprising. In addition, I was also surprised about the
price. These cheap plastic cameras often cost more than 30 bucks, plus, you must pay
even more to get your analog photos professionally processed.
Thus, taking photos with a disposable camera is certainly more expensive and more
inconvenient than taking digital photos using your smartphone. Despite this cost and
inconvenience, disposable cameras are a booming industry and has a worldwide
market of nearly $1 billion in sales a year. That's a lot of cameras. Thus, it's a great
example of analog resistance in general and the principle of physicality in specific.
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Users of disposable cameras like its old-fashioned vibes and often feel like the analog
photos taken by these cameras are more authentic compared to digital photos captured
by a smartphone. In the words of one user, disposable cameras let you capture the
imperfect with a seemingly perfect way with just one shot. In addition, disposable
cameras compared to digital cameras or smartphones, are much more affordable and
are more easily accessible. For someone younger, they can pop into a drugstore or
Walmart to grab it on the fly.
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Also, it allows people to be unplugged and be present in the moment which digital
cameras keep you connected all the time. In recent years, disposable cameras have
also been embraced by a growing number of celebrities. For example, Gigi Hadid used
one during a recent Paris fashion show, and social media influencer David Dobrik
recently created an Instagram handle that features only his disposable photos.
Likewise, I enjoy using a disposable camera from time to time. For example, when I
visited my youngest in California, we grabbed a disposable camera to take pictures with
her and her friends.
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When they were developed, they weren't perfect, but they did remind me of my own
childhood and made me smile. Despite these advantages, disposable cameras also
have several limitations.
As a result, the type of photos that you can take with these cameras and the quality of
these photos is often inferior to the photos that you can take with your smartphone.
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Also, since they require physical film, most disposable cameras allow users to take less
than 30 photos. So, you need to be quite selective in the photos you decide to take.
Moreover, unless you have a dark room, you'll need to have your photos processed by
somebody else, which takes time and money. In response to these limitations, the
industry has begun to integrate some analog and digital features when taking photos.
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For example, Walgreens stores provide users with not only a physical photo, but also a
digital version that can be easily stored and shared.
Likewise, the Fujifilm Instax Smartphone Printer allows users to print their digital photos
like a Polaroid photo with the wide edges and the midget or size. And if you want to use
your digital phone, the Dispo Retro Disposable Camera app will make all your digital
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photos look like it was taken as a disposable one. In some, disposable cameras are a
great example of resistance in terms of physicality.
For many young people who may be bored with the digital, it provides a tangible sense
of satisfaction from being able to create and hold a physical photograph. However, it
remains unclear whether this trend towards analog photography is a lasting trend or just
a passing fad. Now that you know a little bit more about disposable cameras, I'd like you
to answer the following questions as you complete this case study.
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One, are disposable cameras a trend or a fad, why?
Two, what other analog products have successfully resisted the digital, why?
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Three, what did you learn about the concept of resistance from this case study? That's
it. I hope you enjoyed learning a little bit more about resistance and that all your photos
are picture perfect.
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Lesson 2-4: Key Concepts: Protection
Lesson 2-4.1. Lecture 2: Protection (Part 1)
Hi. Welcome to our examination of protection. This is the second of the two types of
analog resistance that we'll explore in this module. In this lesson, we'll discuss the
definition of this concept, examine how it connects to our set of digital and analog
features, see some examples, explore a few things you should know about this concept,
and discuss some tips for leveraging this idea as a marketer.
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Let's begin. First, I'd like to show you something.
Does this photo look familiar? This is a recent photo of an American voting booth.
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Each November millions of Americans enter a polling place, usually in a church, school,
or library, to physically cast their vote. Although a growing number of polling places are
using digital voting machines, most of them produce a paper ballot. In total, around 95%
of all voting in America is either done on paper or prints, a piece of paper. Also, when
the votes of an election are contested, the recounting process usually entails
examination of a physical piece of paper.
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Although we live in increasingly digital world, the American voting process is still largely
analog in nature. We are not alone. Although a few countries like Canada, Brazil, and
Switzerland have employed digital voting to various degrees, the vast majority of the
votes cast across our planet are still analog in nature. In fact, some countries like
Finland have declared electronic voting illegal.
One of the key reasons why voting is still largely physical in nature is due to concerns
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about protection. In many countries like America, voting is viewed as one of our most
precious rights and one of our most important duties. Thus, the integrity of the voting
process is very important, and people expect that their votes will be accurately recorded
and fairly counted.
Whether it is true or not, many people are skeptical about electronic voting and believe
that a digital vote is easier to hack or manipulate than a physical one.
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According to National Public Radio, paper balloting is considered the gold standard by
security experts because it allows for audible results. In essence, analog voting simply
provides a higher degree of protection. This is a great example of how the use of
ordinary analog tools such as a piece of paper and a pencil can help protect us from the
dangers of the digital. Due to their protective power, analog processes like a physical
voting process are successfully resisting the challenge of the digital.
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We define protection as a condition in which an analog product or service is preferred to

its digital alternatives due to the ability to shield its users from some form of danger,
either perceived or real, of living in the digital world. For example, the paper ballot
commonly used by voters provides value by helping to protect our precious votes from
potential digital hacking by another country.
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In most cases, protection leverages the analog feature of tangibility and sometimes
anonymity.
It also arises when digital features such as visibility or trackability become limitations
rather than benefits. For example, a growing number of people are becoming concerned
that by making our activities too visible and too easy to track, the digital world may be
leading to negative consequences like a lack of privacy, identity theft, and even bullying.
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Thus, many people are seeking analog products and services that avoid these negative
consequences of our digital world. Now here is Steve to show you a couple of additional
examples of analog products and services that are resisting the digital due to the power
of protection.
Thanks, Aric. A great example of protection is the paper calendar just like this one. In
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this digital age, you might expect that most people keep track of their daily
appointments on their computers or smartphones. Indeed, many people do.
However, in recent years, the sales and use of old-fashioned analog paper calendars
has been increasing.
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One possible reason behind this increase is the psychological protection. Specifically,
using a paper calendar may protect our memories.
Research in cognitive psychology suggests that writing something down on paper

instead of typing it on your phone or laptop makes it easier to recall.
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In addition, by having your calendar that is not connected to a digital device, our minds
are less likely to be distracted by e-mail, social media, or even cat videos, and we're
more able to focus in on our next meeting.
Due to these psychological and mental benefits, this traditional analog product appears
to be resisting takeover by its digital competitors. Another great example of protection is
high performing watches.
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Although digital watches usually offer more features than analog competitors, these old-
fashioned chronograph watches are the preferred choice among people engaged in
high performance activities such as divers and pilots. In addition to being just as if not
more precise than digital watches, high performance analog watches are usually more
reliable and less dependent upon external technologies.
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They also have large displays that are easy to read under conditions of limited visibility
and they also have large rotating bezels that the divers and pilots can easily set if
they're wearing heavy gloves.
Thus, these old-fashioned watches offer divers and pilots with a form of physical
protection and give them a greater sense of confidence when engaging in high-risk
activities.
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Lesson 2-4: Key Concepts: Protection
Lesson 2-4.2. Lecture 2: Protection (Part 2)
Now that you've seen some examples of protection, we define what this concept means.
Here are three key things that you should know.
First, digital can be harmful.
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As we discussed earlier, the digital world can be harmful to our well-being.
A growing number of studies suggest that too much time in the digital world can harm
our minds, our bodies, our social relations, and even how we think about ourselves. For
example, a recent study conducted in the United Kingdom from the high levels of social
media usage relates to anxiety, depression, and a fear of missing out.
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Another study conducted at UCLA suggests that our reliance on digital devices may
interfere with our sleep and contribute to obesity.
In addition to the psychological and physical dangers, the online world can also be
harmful to our financial well-being in the form of identity theft, stolen credit card
numbers, and online bank robbery.
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Second, protection comes in many forms. As we just discussed, too much exposure to
the digital world can be harmful to our physical, psychological, social, and financial well-
being. We need protection in many forms.
Unfortunately, most analog products and services provide protection from only a few of
these dangers.
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For example, a physical piece of paper mainly serves to protect our rights as citizens.
In contrast, keeping a paper calendar mainly provides a form of psychological protection

from the feeling of being overly dependent upon our digital devices.
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Thus, people concerned about the dangers of the digital will need to employ several
different forms of analog resistance to gain fuller protection.
Third, disconnected. As you have seen, different types of analog products and services
provide protection from the digital in different ways. However, all of them essentially
involve disconnecting from the Internet in some way for some period.
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By being disconnected from the Internet, the dangers of visibility and trackability are
greatly reduced because we're harder to find and follow when we are offline.
In addition, when we are offline, we're more likely to appreciate the analog benefits of
tangibility. This is a reason why a growing number of families are turning off their
smartphones during dinner. Let's say you protect this important tangible experience
from digital distractions.
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Now that you know what protection is, here are some tips for leveraging this concept to
enhance your marketing efforts. First, leverage low tech.
As you can see from the examples given in this lecture, in log forms of protection are
generally low-tech solutions, such as switches, gears, and pieces of paper.
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In fact, their low- tech nature is a key feature in terms of differentiating them from the
high- tech world of the digital. If you're seeking to create and or market an analog
offering, please keep it simple.
Rather than coming up with a new technology, try to think of ways that an old analog
technology can appeal to people seeking protection from the digital.
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A great but somewhat annoying example is the fidget spinner. This low-tech analog toy
is made from just plastic and metal and doesn't connect with anything but your hand.
Second, turn digital strengths into digital weaknesses. The digital is simply not as novel
as it used to be.
81
The personal computer was invented way back in the 1980s.
We've had smartphones for well over a decade. Amazon.com was launched back in
1994, and we've been looking things up on Wikipedia since the year 2001. Thus, the
digital world is something that most of us now take for granted and has lost a bit of its
luster. Now that some of its novelty has worn off, we're becoming increasingly aware of
its potential dangers, such as too much online visibility and the risk connected with
82
tracking our digital footprints. Thus, digital strengths like visibility and trackability may
now, in some cases, be seen as weaknesses and may be used to help market analog
forms of protection from these types of dangers.
For example, the toy company oompa.com exclusively markets old fashioned toys like
stuffed animals, wooden blocks in Plato, and proudly proclaims that their toys contain
no batteries and no blinking lights.
83
Third, power of anonymity.
In addition to turning digital strengths into weaknesses, another way of marketing,

analog forms protection, is to leverage the power of anonymity. It's becoming
increasingly apparent that just about anything we do in the digital world, such as our
browsing activity and online transactions, leave a trail of digital exhaust that can be
uncovered.
84
For example, recent reports suggests that even our smartphones may be spying on us.
As growing number of people are becoming aware of the benefits of anonymity. For
example, although most people in developed economies have credit cards and engage
in online banking, cash is still widely used as a form of payment.
85
By paying in cash no one other than the person you transact with knows what you
bought, how much you paid for, or when you bought it.
This anonymity protects our personal privacy and eliminates the risk of digital theft.
86
This power of anonymity may be leveraged by marketers in a variety of other domains.

For example, businesses like airlines, coffee shops, and hotels can market the benefits
of enabling relatively anonymous physical meet ups as a haven from the dangers of
meeting and discussing sensitive information in an online setting.
Fourth and finally, celebrate craftsmanship.
87
In addition to offering the power of protection, analog offerings can further enhance their
value proposition by marketing the benefits of craftsmanship. In our fast-changing digital
world, the idea of craftsmanship can be very appealing.
Objects that exhibit this quality are viewed as rare, well made, and highly valuable. This
concept is tightly connected to the analog world.
88
According to the Oxford English Dictionary, craftsmanship is defined as the quality of

design and work shown in something made by hand.
Indeed, things that we think are highly crafted, such as building an automobile or a pair
of shoes, are often analog in nature.
89
In addition to being beautiful and inspiring, well-crafted items also provide us with a
sense of permanence and stability, which are important to our sense of psychological
well-being.
Analog marketers could celebrate the craftsmanship of their products to gain edge over
their digital competitors.
90
A good example of this is Shinola, which is American manufacturer located in Detroit

that markets a variety of highly crafted and quite expensive and large products like
bicycles, watches, and wallets. If you look at their website, you'll see that it focuses
more on the way in which these products were made largely by hand than on the
products themselves. Well, I hope you enjoyed this exploration of protection that gave
you some new insights about the digital marketing revolution.
91
Lesson 2-5: Exercise: Letter Writing
Lesson 2-5.1. Exercise: Letter Writing
Welcome to the second exercise. The goal of this exercise is to provide you with an
understanding of how individuals have been resisting the digital revolution through the
art of letter writing. Now, when she was seven years old, my wife became pen pals with
several other people all around the world.
92
A pen pal, if you didn't know, is a program in which people used to become acquainted
with each other around the world by exchanging written letters. Pen pals were quite
common in many countries prior to the digital revolution. However, the rise of instant
communication platforms like email, Zoom, and texting have made pen pals in specific
and letter writing in general, into a relic of the past.
However, this relic has made a recent comeback as a growing number of young people
93
have begun to discover the joys of writing a physical letter, or postcard and sending it to
someone on the other side of the world in an analog manner.
In fact, if you type the hashtag pen pal into TikTok, you will see thousands of videos that
show people sending and receiving physical letters all around the world. It appears that
this resurgence of a physical letter provides letter writers with a sense of physicality and
tangibility that digital forms of communication, such as text or an email, just can't
provide. Using a pen or pencil to compose words on a piece of paper and then folding
that paper and placing it in an envelope, and then taking that envelope to a mailbox is
an age-old ritual that connects us to the past and creates a greater sense of
permanence. Likewise, the person receiving your letter also engages in a set of
ritualistic activities that are also highly physical in nature, such as walking to their
mailbox, grabbing your letter, and then opening it and reading it. They may even place it
on a box or on a shelf, where it may remain for several years as a physical memento. In
some, physical letters are a form of resistance to the digital revolution. Advocates of
letter writing claim that this analog activity provides several benefits to both those who
write the letters as those who receive the letters. For example, the time it takes to
compose a written letter can promote mindfulness, while receiving a written letter can
provide a sense of gratitude. We would like to provide you the opportunity to experience
these benefits for yourself by writing an analog letter to Professor Aric and. Let me show
you what you need to do to complete this exercise.
94
First, assemble the following materials, pen, paper, envelope, and postage.
Now use your pen or pencil to write a brief letter to the two of us. Feel free to write
anything you'd like. For example, you can tell us a little bit about yourself, or you could
tell us what you think about the course or share something interesting about where you
live.
95
Third, address your letter to us, Professor Aric, and Steve, at 1206 South Sixth Street,
Champagne, Illinois 61820 USA.
Fourth, put a stamp on it and put it in the mail. After your mail your letter, please do the
following to complete your exercise.
96
One, record the date that you sent this letter.
Two, explain how you felt about the process of writing a letter versus sending an email
or a text.
97
Three, provide your thoughts on what you learned about the analog resistance from this
exercise. Now, our plan is to share the location of each letter writer, so don't forget to
tell us where you are on a world map and post this information on our course on a
regular basis. Now, our hope over time is that we'll receive letters from every country in
the world. We hope that you enjoyed this exercise, and we look forward to hearing from
you. Are you still there? Let's check in to see what Professor Aric is up to.
98
Just going to check the mail. Come along. Let's see what's inside. Thank you, Steve. I
love you too.
99
Lesson 2-6: Expert Interview: William Best
Lesson 2-6.1. Expert Interview: William Best
Hi everyone. In this expert interview, we'll explore the concept of resistance with William
Best. William is the manager of the Champaign County Historical Museum, located just
a couple blocks down the road from the University of Illinois. In this interview, William
will discuss how the physicality of museums showcase history and allow people to
connect to the past. I think you'll find it fascinating. Let's look.
100
I am a recent museum professional. I graduated from my master’s degree in museum

studies from Western Illinois in 2021.
Of the most interesting aspects of small historical museums especially, is that we can
explore community members in much greater detail due to our limited space and
capacity.
101
While it is sometimes considered a limitation, given our scale of the size of our
exhibitions and the storylines that we can sometimes curate, it also means that we also
must be much more pick and choose on the stories that we tell at the museum.
It means that we can narrow down some of our storylines to specific individuals, specific
events, and really dive deep into the community's history regarding those topics.
102
The difference between a physical museum and what you would generally consider an
experienced museum, or a digital museum is really going to be the relationships that
you can curate to your visitors that come and physically attend.
They are looking for more than just information. They are looking to be able to bridge
the gap in both their knowledge and the gap in their relationship with the history that
they have either reminisced about in the past, have lost, or have never realized before.
103
We curate a couple different physicality in the museum through our exhibitions and our
historical talks that we give that are lectures that happen each month. Our physical
exhibitions allow us to preserve that history for a long-term schedule.
Generally, our exhibitions last for around a year to a year and a half, and it will allow
people to be able to come into the museum and see those physical objects and to be
able to build that relationship. Our most recent exhibition focuses on the Merrigan
Creche.
104
Merrigan was the owner and editor and publisher for The News Gazette at the Stevick
building in downtown Champaign. She also had a villa in Italy that she would attend and
live at, and she, during her time living in Italy, collected figurines for a Creche, which is a
nativity scene. It was on display at The News Gazette from 1988 until her passing in
2002 and then her fellow employees would continue that tradition of displaying the
Creche each Christmas season in The News Gazette building. They donated most of
their archives and their collections, including the Creche to the museum, and we have
been continuing that tradition in their stead to be able to show the Creche. To be able to
provide context as to why this Creche exists, its importance to the local community in
terms of its relationship to some of the employees of The News Gazette, as well as to
also show the worldly impact that Merrigan had to the local community in displaying
figurines from Italy here in the middle of Illinois.
105
One of the biggest areas where we strive to bring people in are families, bringing
children in. Generally, the reason for that is that it is important for us to be able to shape
and sculpt the minds of those that can be influenced to teach them about the history of
their local community, and to strive to influence them to engage with their local
community in a historical context.
Giving them the opportunity to explore their own interest in the museum through a
106
variety of different topics can be incredibly valuable to the museum. Those experiences
you'll find a disconnect if it is only in a digital capacity. Yes, it is very valuable, and we
strive to curate digital content here at the museum as well. But generally, if all you have
is a digital web page and a digital collection and archives, they are great for research
use and a great way to explore some of your interests. But at the same time, you will
find that it will be more difficult to form a valuable relationship with the items or
information that you're viewing if you don't have a physical component to tie it to. A lot of
people learn from more than just a visual component. It's hearing, seeing, sense, and
with a physical location, you can build those multi sense experiences within the walls of
a museum.
To ensure that the experiences that we provide at a physical museum are valuable to
the local community and how we see that changing over the next 5-10 years is that we
will most likely continue to incorporate digital content. The world is generally moving
quickly towards digital content creation and increasing digital presence and interaction.
That doesn't mean that we're neglecting our physical exhibitions and spaces.
107
We continue to strive to curate multiple exhibitions per year on a variety of different

community topics. Our current exhibitions, for example, focus on the storylines involving
photography history around the beginning of the 20th century. To storylines involving
the Illinois Traction System, which was an early form of rail travel here in Champaign
County during the early 1900s.
108
Those storylines are available to be found digitally, but there's very little physical
impacts that you can find out in the community anymore.
Regarding the Illinois Traction System, there are no remaining tracks in Champaign
County where you could potentially drive across a track of Illinois Traction System. But
what you can do is not at our institution, you can come and learn about the Illinois
Traction System, see some of the seats, hear some of the cars, and learn more about
109
how the cars ran and what they looked like, and a little bit of the history of the
organization.
Being able to curate those physical spaces to spur that imaginational creation is what
really differentiates a physical location and a digital exhibition. You can go onto our
website.
110
You can also come into the museum at 102, East University Avenue. We have a wide
variety of digital content that you can explore on our website from our oral history
collection. You can search through our digital archive as well as see some of our past
exhibitions that are no longer at the museum. But you can also get a sneak peek of
what you can see at the museum as well.
But as we've discussed today, seeing it digitally does not compare to coming to the
111
museum and seeing the artifacts yourself. If you want to learn a little bit more about the
museum as well, you can also go to the Champaign County Archives at the Urbana
Free Library. Their physical and digital exhibitions are available to the public at any
time, and you can learn more about your local community, as well as learn a little bit
more about the Champaign County History Museum.
112

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The Digital Marketing Revolution

Professors Aric Rindfleisch and Steve Raquel

Module 2: Analog Resistance

Lesson 2-2: Key Concepts: Physicality ............................................................................................. 12

Lesson 2-2: Key Concepts: Physicality ............................................................................................. 24

Lesson 2-3: Case Study: Disposable Cameras .................................................................................. 46

Lesson 2-4: Key Concepts: Protection ............................................................................................. 57

Lesson 2-4: Key Concepts: Protection ............................................................................................. 72

Lesson 2-5: Exercise: Letter Writing ................................................................................................ 92

Lesson 2-6: Expert Interview: William Best ................................................................................... 100

Lesson 2-1 Basic Concept: Resistance

Lesson 2-1.1: Basic Concept: Resistance

Lesson 2-2: Key Concepts: Physicality

Lesson 2-2.1. Lecture 1: Physicality (Part 1)

We define physicality as a condition in which an analog product or service is preferred

Typically, physicality leverages the analog benefits of tangibility and sociability. As we

Lesson 2-2: Key Concepts: Physicality

Lesson 2-2.2. Lecture 1: Physicality (Part 2)

Third, records are records.

First, touchy-feely. When we say someone is touchy-feely, we usually think of this as

Analog products can be touched and caressed.

A good example of cross-marketing is Tough Mudder's partnership with Jeep. These

Lesson 2-3: Case Study: Disposable Cameras

Lesson 2-3.1. Case Study: Disposable Cameras

One, are disposable cameras a trend or a fad, why?

Lesson 2-4: Key Concepts: Protection

Lesson 2-4.1. Lecture 2: Protection (Part 1)

Let's begin. First, I'd like to show you something.

We define protection as a condition in which an analog product or service is preferred to

Research in cognitive psychology suggests that writing something down on paper

Lesson 2-4: Key Concepts: Protection

Lesson 2-4.2. Lecture 2: Protection (Part 2)

First, digital can be harmful.

As we discussed earlier, the digital world can be harmful to our well-being.

In contrast, keeping a paper calendar mainly provides a form of psychological protection

The personal computer was invented way back in the 1980s.

Third, power of anonymity.

In addition to turning digital strengths into weaknesses, another way of marketing,

This power of anonymity may be leveraged by marketers in a variety of other domains.

Fourth and finally, celebrate craftsmanship.

According to the Oxford English Dictionary, craftsmanship is defined as the quality of

A good example of this is Shinola, which is American manufacturer located in Detroit

Lesson 2-5: Exercise: Letter Writing

Lesson 2-5.1. Exercise: Letter Writing

One, record the date that you sent this letter.

Lesson 2-6: Expert Interview: William Best

Lesson 2-6.1. Expert Interview: William Best

I am a recent museum professional. I graduated from my master’s degree in museum

We continue to strive to curate multiple exhibitions per year on a variety of different

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