2020 will be remembered as the year in which nature broke untouchable paradigms. The pandemic showed us that the great advantages of interconnected globalisation come with risks that humanity paid for at a high cost in lives and money. In other words, analogue reminded us that it is there and will be there forever… and that forgetting about it can be very unfortunate. Therefore, today’s marketing experts must be able to understand what the objective is and use the various tools of both the virtual and the analogue world, i.e. HYBRID MARKETING.