Isn't it kind of ironic that just a few short years ago, digital was the wild west of marketing? Today, it's more saturated and noisy than ever before, in part due to its accessibility and pervasiveness in our everyday lives. And that saturation isn't going to die down anytime soon.
That's why there seems to be a move towards IRL advertising, combining two marketing ideas that were thought to be irrelevant: maybe something for companies like H&M and Zara and Gap. Well, what goes up must come down. When goes out of style comes back in. And IRL advertising is making a cool comeback, as brands look at marketing channels as just one big happy family, all leading back to the same thing.