why offline activities are the new black for digital marketers?

For years, digital marketers have been laser-focused on building engagement online. Social platforms, programmatic advertising, and influencer partnerships have been the dominant tools for creating communities and driving conversions. But something unexpected is happening: people are stepping away from screens, and offline activities are becoming the new “online.” For businesses and marketers, this shift isn’t a threat — it’s an opportunity.

From Scroll to Stroll: The Rise of Run Clubs

Take the surge in run clubs as an example. Across Perth, groups like The Perth Run Collective and Pace and Mind are thriving. They’re not just about exercise — they’re about connection, accountability, and community. Where once people might have found belonging in a Facebook group, now they’re lacing up their sneakers and meeting face-to-face.

For marketers, the lesson is clear. Communities no longer live exclusively on digital platforms — they’re forming in physical spaces where brand presence can feel natural, not forced. Supporting or sponsoring a run club, for instance, isn’t about plastering logos everywhere. It’s about showing up where people already find value and weaving your brand into that experience in an authentic way. Nike’s global run club is a prime example: a physical activity that doubles as a grassroots marketing channel, generating organic digital content as participants share their experiences online.

Digital Detox and the Dumb Phone Trend

Alongside community-based activities, another trend is quietly reshaping consumer behaviour: the return of the “dumb phone.” These simplified devices — with little more than call and text functionality — are gaining traction, especially among younger demographics. The motivation isn’t nostalgia; it’s about reclaiming focus and reducing digital overload.

Even in Perth, you can see this cultural shift. Students at UWA and Curtin are experimenting with “digital detox days,” leaving their smartphones behind and leaning on basic devices to stay present. For brands, this signals something important: consumers are setting boundaries with their attention. Campaigns that depend on endless impressions or intrusive notifications risk falling flat. Instead, the future lies in creating fewer but more meaningful touchpoints that respect consumer boundaries and deliver real value.

What This Means for Marketers

So, what can marketers take away from these offline-first movements?

1. Design Experiences, Not Just ContentThe question is shifting from “What can we post?” to “What can we create offline that people will want to share?” In Perth, this could mean partnering with local run clubs, supporting wellness markets like the Perth Health & Wellness Expo, or sponsoring community meetups.

2. Adopt a Hybrid ApproachOffline doesn’t replace online — it complements it. A community run can feed into Instagram Stories. A dumb phone initiative can spark debate on LinkedIn about productivity. Smart strategies move seamlessly between the offline and digital worlds.

3. Respect Consumer AttentionWith people intentionally cutting screen time, every digital interaction must feel worth their while. Clarity, creativity, and timing will matter more than ever.

The Takeaway

Offline activities aren’t just leisure choices — they’re cultural signals. People are seeking deeper, more authentic forms of connection, whether through Perth’s growing run club scene or by switching to stripped-back devices. For brands and marketers, the challenge is to meet consumers in these spaces thoughtfully, without overwhelming or intruding.

In other words, if people are logging off, it’s time for marketing strategies to show up where they’re logging on to life.

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Would you like me to also weave in an academic angle (e.g., citing consumer behaviour theories like experience economy or self-determination theory) since your target is postgraduate marketing students? That could make it both industry-relevant and academically grounded.

TheDigitalMarketingCrew #ECUMKT5325, and others if you deem any suitable, along with the following disclaimer: (Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University).