What is Phydigital?
One of the concepts that is speaking most to speak in the world of marketing is phygital , a mix between two physical (physical) and digital . According to this term, the future of interactions between people and brands will go through the integration of physical and digital, that is, by the use of digital elements within the physical world .
Phydigital, the new trend
Continue reading this post and we explain what this new trend is and why we are surrounding us with technology affects all such disparate ways.
According to a study by the University of Oxford, 78% of 16 -year -old adolescents use their smart devices to find information on issues of interest and in the case of adults over 30, the percentage rises to 93%. On the other hand, 82 % of smartphone users resort to their phone while they are in a store to help make purchase decisions, which shows that it is a reality in marketing, data collected from a study conducted by Google.
At present, it is impossible to escape the influence of technology, and that also applies to the business world.
In Gowtech , we are specialists in digital transformation and digital marketing for companies, we are sure that phygitality will become a strategic priority for more than three quarters of companies worldwide . And even more, almost 90% consider this strategy, essential to increase their income in less than 5 years.
We know that "we must bear in mind that the consumer has a phygital experience when he interacts with a brand through the channels in which it is present. That is, when the consumer sees an advertisement on television, he listens to it on the radio, reads it in a magazine, sees it on a website, sees it in a store, etc.".
In addition, thanks to our experience in Digital Marketing, in Gowtech we have proven that two out of three companies continuously seek ways to incorporate this experience in their marketing strategies . The objective is to be able to offer a unique and interactive purchase experience to consumers. Thus, on the one hand, it allows to establish a greater connection with consumers effectively, since it offers them a more complete experience. On the other hand, it also facilitates the collection of data on them, which allows to know their consumption habits better and adapt the marketing campaigns accordingly.
In addition, this integration allows companies to be present in all channels thus obtaining greater visibility and ability to reach more people as well as knowing their consumers better what will allow to meet their needs more precisely.
An aspect that consumers value a lot is the physical interaction in the store , in which a person listens to their needs and tries to solve them, becoming one of the crucial and most important parts of the phygital experience.
Concepts such as immediacy, interaction and immersion are integrated with the digital part, making it possible to better meet the needs of current consumers, which seem less concerned about the possession of physical goods and show greater interest in experiencing different things. These three concepts are previously mentioned will become the fundamental pillars of the Phygital strategy , being the immediacy and immersion aspects that have a greater relationship with the digital part, while interaction is an aspect that is totally involved in the physical world.
Implement a phygital experience begins by modifying the way we face the Costumer Journey that will go from being a linear path to a totally discontinuous one in which customers are continually alternating between online and offline.
Ropo and Showrooming
To clarify this, two great phenomena that show us how our online marketing and offline strategies become part of a common strategy, specifically these are Ropo and Showrooming .
In this way, Ropo is an acronym that refers to a very frequent trend in current consumers and consists of looking for products offline and buying them online, that is, it consists of buying products in physical stores, trying them and then buying them online at a better price. On the other hand, Showrooming consists of looking for the product on the Internet and then going to the physical point and buying it, just the opposite of the previous phenomenon.
In turn, its creators show us the existence of various types of technologies that can help us create this combination of worlds that will determine the experience of the end user. Among these technologies we can find the use of augmented reality and virtual reality to offer richer and more personalized experiences to consumers, as well as the use of artificial intelligence to improve the efficiency of their business processes. It is also worth highlighting the integration of digital elements into traditional marketing such as the use of QR codes in printed ads or the use of social networks as marketing media.
This new concept arises with the purpose of positively modifying the customer experience, thus providing speed and fluidity; coming to facilitate the union between client and company.
Phygital is the future of marketing.
Technology evolves continuously and although many of the previously mentioned technologies can be novel and shocking for the public and companies. There is still much to innovate emerging new technologies that will turn this current trend into another aspect of marketing into companies.
In short, Phygital is a trend that is gaining more and more land in the world of marketing and has much to offer companies. If you have not yet started exploring this new route, in Gowtech we encourage you to start doing it today.
