I read a text about advantages of email in marketing. Kindly explain what does that sentence mean:

Many in digital talk about email almost as it were analogue (tired and old hat).

Does the author compare it with tired and old hat? Then what is "digital"?

closed as off-topic by FumbleFingers, user140086, Mitch, Hellion, tchrist Mar 12 '16 at 3:08

This question appears to be off-topic. The users who voted to close gave this specific reason:

If this question can be reworded to fit the rules in the help center, please edit the question.


The use of analogue in this context is loosely referring to pre-digital technology, such as the analog phones the people had hanging on their kitchen walls. The author is referring to a marketing movement, largely originating from the communications industry, in which the term "analog" referred to older technology, where "digital" meant new. The implication here is that email is old, it might as well be lumped into the same category as old analog phones. It's not the best piece of prose written in the English language, so you have to squint a bit at what's being said to make sense of it.

  • 2
    That squinting has to do with it having a really rough and harrowing marketing smell as well. Or so the text feels. Analog in this regard is a marketing buzzword with a negative aftertaste - projecting. – Sakatox Mar 11 '16 at 12:32

"Tired old hat" may possess a notion of cliché, common place, seen too much. A example is given here for writers (of plots):

you’ve used a plot that’s been done and done again, and that seems tired (old hat!)

In your context , some consider (so-called "digital natives") that email belongs to the past (of one-to-one marketing). Yet, they might as well:

underestimate its power when combined with CRM, automation and great creative

Digital natives are opposed to digital immigrants, or sometimes analogue (analog) natives. First emails indeed date from the 1970's. This digital novelty superseded analogue written letters. Since technologies are progressing at a fast pace, old digital now sounds analogue.

Not the answer you're looking for? Browse other questions tagged or ask your own question.