We’ve been talking a lot these days about the pandemic, its effect on the advertising and the marketing sector and so on. Interactive communication and the use of virtual technology have also gained prominence these days and the future looks quite uncertain when we start looking at the pandemic from a microscopic perspective. So, how do we prepare ourselves for the challenges that are present at the moment, but invisible? Here’s how! *Drum rolls* PHYGITAL! Yes, that’s the buzzword we need to focus on. People are getting shot (not in the literal sense, per se) for the second time and their third booster shot is en route, but there’s been news that even masks might come off after a few months. Well, masks or no masks, business (the show) has to go on. The article elaborates on why Phygital is the way forward and how do we make the best use of it.
For the uninitiated, let’s clear one thing – this is not a typo and the word exists. Ignore the red line you see underneath it. Phygital is a combination of two words – ‘physical’ & ‘digital’ experiences. ‘Phygital Marketing’ involves a customer who actively toggles between online shopping and in-store purchasing. An ideal example would be ‘Firstcry’ wherein the customers check the price of the product online and check out the product in-store, sometimes either or sometimes both. This is how a customer would review a product online first and then make a purchase in-store. That’s how the customers subconsciously experience phygital marketing.
With Virtual Reality (VR) & Augmented Reality (AR) already existing in the market, the cost-effectiveness of such a strategy always tends to take a toll on the integrated marketing communication plan. Phygital strategies appeal to the maximum level to the Gen Z generation: popularly termed as the 90s kids, this generation has been there, done that. They’ve played in the mud, dirtied their hands, played Gameboys, read Playboys, watched the animated Spider-Man series, and even lived through three versions of live-action Spider-Man trilogies… this generation very well knows the importance of both, physical experiences and digital ones.
Phygital in the real world
Use of phygital in the current situation is now more necessary than ever. With people having two minds – whether or not to step out and go with the flow or stay back till things turn back to normal. We hate to break it to you: people are moving on and accepting the new normal. They are tired of wearing masks, social distancing and hand sanitizers. Also, on the other hand, they are paranoid, worried if this thing would end or not, and tread cautiously when it comes to caring for their family. Both the perspectives are valid and they stand justified in their own ways. Coincidentally, phygital marketing is all about catering to those kinds of people. The ‘physical’ aspect of it, addresses those who need to step out and experience the world in its ‘reality’. The ‘digital’ side of it caters to those who value safety more than personalized experiences. Learning from Lenskart, when you try out a frame online, you can either buy it in-store or online. Phygital marketing in India is slowly picking up pace and every other industry needs to embrace the change.
At 3 Dots Design Pvt. Ltd., that’s the kind of strategy we present to our wide client base who look up to our creative and digital strength. Being one of the best digital ad agencies in Pune, phygital marketing is something that’s an integral part of our marketing and communication strategy. We’d love to see more clients taking a leap of faith and investing in the future of marketing communications. There might be challenges, but that’s where we come in. if you think you are up for a chat on phygital marketing strategies that your brand needs, mail us at firstname.lastname@example.org or visit www.3dotsdesign.in to know more about who we are and what we do.