The New Face of Digital Marketing: Phygital Marketing

In today’s world, we often associate digital marketing with leveraging technology. However, digital marketing goes beyond merely showcasing products on social media platforms or running ads for a brand. At its core, digital marketing is about understanding the consumer. Once you delve into digital marketing, your strategy will revolve around shaping your marketing communication and positioning your brand effectively for your target audience. The first step in this journey is understanding your target audience.

To succeed in digital marketing, you must be innovative and creative. As technology advances, so do digital marketing methods, making it impossible to stay stagnant. With the rapid proliferation of digitalization, we see how the virtual-digital environment influences the physical-real world in our daily lives. This convergence gives rise to a marketing approach at the intersection of the real and digital worlds, known as Phygital Marketing. Let’s explore what phygital marketing entails.

The “Phygital World” for Digital Marketing Users

Phygital marketing can be seen as a hybrid of physical and digital marketing, also referred to as post-digital marketing. While physical marketing involves well-known elements like products, promotional messages, and various tangible aspects, digital marketing focuses on social media, brand communities, and websites. Phygital marketing, however, combines creativity with innovative campaigns, enabling brands to deliver engaging messages to customers through appropriate social media platforms at the right time.

Phygital marketing doesn’t just aim to convert consumers into brand users; it also seeks to cultivate brand loyalty. Modern customers don’t solely prefer either the real or digital space—they thrive in a multi-channel environment that seamlessly integrates both worlds. They expect a continuous experience, enhancing their interaction through multiple mediums.

For example, a customer might be at a physical retail store while simultaneously researching a product online, ultimately making a purchase decision based on insights from both environments. This example highlights how customers navigate a circular experience between the real and digital realms, showcasing the intertwined nature of the phygital world.

How Brands Leverage Phygital Marketing

Phygital marketing is a cutting-edge approach that brands can integrate into their marketing strategies using digital tools to stay innovative. Are there brands successfully implementing phygital marketing? Indeed, many renowned brands have harnessed this strategy, though it may not always be labeled as “phygital marketing.”

Here are some notable examples:

  1. McDonald’s was one of the first to employ phygital marketing by engaging customers through interactive game-based advertisements via mobile platforms, rewarding them with small prizes. This initiative also allowed McDonald’s to analyze user behavior through mobile app data.
  2. Coca-Cola, back in 2009, introduced touchscreens that allowed customers to create custom mixed beverages. Customers named and shared their creations on social media platforms, enabling Coca-Cola to gather valuable user data for developing new products.
  3. C&A utilized digital hangers in its stores, displaying Facebook comments about specific products to influence other customers’ purchasing decisions.
  4. Adidas projected its extensive product range on store walls, providing customers with detailed information and enabling them to compare items with competitors.
  5. Starbucks partnered with Pokémon GO, transforming its U.S. locations into PokéStops and PokéGyms, offering players a unique space while integrating a new menu item: the Pokémon GO Frappuccino.

These examples illustrate how brands use phygital marketing to foster stronger connections with their customers.

Benefits of Phygital Marketing

Phygital marketing offers brands a cost-effective and measurable approach to enhance accessibility and engage customers. By leveraging this innovative strategy, brands can:

  • Increase interaction and build stronger customer relationships.
  • Attract more customers and boost brand engagement.
  • Develop unique projects in the evolving landscape of modern marketing.

Phygital marketing bridges the gap between the real and digital worlds, ensuring a seamless, engaging experience for customers while offering brands a competitive edge in today’s interconnected environment.

Seray ÇELİK

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