What is phygital marketing and advertising? Nope, it’s not a typo. This is a real thing. And we’ re gonna determine it for you:
Phygital marketing involves blending the worlds (and words) of both physical and digital experiences.
For example , phygital marketing involves communicating with potential customers who may toggle between in-store and online shopping. While mobile shopping continues to rise, customers also use their mobile devices to enhance in-store shopping experiences.
And the encounter matters a great deal, especially for those of us in B2B. 86% associated with B2B buyers say they are willing to pay more for an awesome experience. Almost half of B2B buyers have completed an impulse purchase after a good experience.
Lots of B2B online marketers seem reluctant to acknowledge that all customer trends find yourself making their way to B2B. But your “ buyers” are also “ consumers” for the 16 hours they’re not working every day. So let’ s keep an open mind.
When carried out along with careful planning, phygital advertising is a powerful tool in order to connect with and engaging clients.
- In B2C, consumers still want certain sensory aspects of the real-life shopping experience despite web commerce popularity.
- Phygital marketing optimizes the experience just for B2B customers as well. The way you do that depends on your target audience and your products/services.
- Phygital marketing examples show that the concept can be anything at all from an all-encompassing company strategy to a few tweaks to improve the experience.
What is Phygital Marketing?
Recently, I received an email from my good friend James Tennant from Converge that discusses trending keywords and phrases, as well as associated questions and propositions from the range of B2B topics. It identified “ Phygital Marketing” as an important search pattern in marketing.
So I did some research to share my findings with you. (By the way, I recommend registering for his Converge ‘ TrendingUp’ keyword information email newsletter . )
Phygital marketing takes the very best aspects of both real-life plus online purchases to improve the knowledge as a whole.
We’ve all heard talk about physical storefronts dying out, especially along with e-commerce accelerating under COVID-19 restrictions. However , people still demand certain sensory facets of the real-life shopping encounter.
An optimized phygital marketing strategy prioritizes sensory experiences you can’t get via an application. In B2B, it seems phygital marketing would be even more essential: The stakes are increased.
Phygital marketing can also use digital technology to enhance physical experiences.
How to Develop a Phygital Marketing Strategy
You are able to follow these few simple steps to build your strategy:
Research Your own Audience
If you’re mainly a good e-commerce outfit, ask yourself exactly what physical sensory experiences your own audience might be lacking.
On the other hand, brands with physical storefronts should ask themselves just how digital technology and exercise could enhance real-life experience.
Start with your reviews plus feedback for inspiration – what issues do customers give for turning you are your product most often? Check out data from unhappy clients – what went wrong and how could you use a phygital marketing strategy to fix it?
Various demographics shop and connect to the internet in distinct ways. For example , 51% of consumers whom use mobile shopping applications open them inside the shop to access discounts, compare costs, and research reviews. Meanwhile, 66% of Gen Z . say in-store availability is essential.
In B2B, buyers are younger than ever and young than most marketers believe, so keep that in mind as you create your online marketing strategy .
Surveys are always a smart way to crowdsource ideas to get improving your shopping experience.
Change Tactics According to Your Targets
Some brands find phygital marketing attractive because it assists them scale their in-store operations and overhead. In the mean time, e-commerce brands might want to make use of phygital marketing to reach new audiences.
What are you looking to achieve? Certain types of phygital marketing require heavy opportunities so make sure you have objectives and a strategy laid out prior to diving in.
Prioritize Feelings and Senses
Physical stores aren’t only about shopping any longer – they’re about creating a sensory experience.
The internet allows us to see and hear. However , our other three feelings – taste, smell, plus touch – are absent from any online shopping experience.
But there’s another element difficult to replicate online: human being connection and the emotions related to it.
Sure, you could produce conversational content, use pictures of real people, carry out live chats, and speak to your customers on social media. It still isn’t the same as becoming physically present in a different environment.
five Examples of Phygital Marketing
You’ve probably used phygital marketing upon countless occasions without actually thinking about it!
Keep in mind some of the phygital marketing strategies from the subsequent examples might not be totally workable during COVID-19 measures while others might be ideal. Some might be relevant to B2C but not B2B. But we can learn from these. It helps to think long-term.
1 ) Pop-Up Stores or Occasion Booths
Pop-ups at local festivals, craft shows, industry events, or marketplaces are an awesome way to engage with your audience. These phygital tactics are usually particularly useful for building buzz before product launches or promoting high-ticket products.
The high-end audio company, Sonos, partnered with Google and place up isolated sound chambers in select cities exactly where patrons could experience interesting 3D soundscapes. A pre installed iPad let visitors personalize their experience. Sonos may also analyze data from the app to learn about their viewers.
These Sonos popups could double as a B2B marketing strategy for reaching businesses interested in buying superior sound tech for their theaters, studios, or even venues.
2 . Create a Real-World Client Center
Banks face a catch-22: Customers complete most financial online, but 50% of individuals prefer visiting in-person twigs for certain services.
Capital One transformed many divisions across major cities into coffee shops with co-working spaces, workshops, and educational/coaching centers. The bank saw requirement for human interaction plus used it to create a valuable community space.
This strategy is particularly smart intended for B2B. Despite the WeWork scandal , co-working spaces are still flourishing across the country – especially as professionals working from home need a getaway from their house.
Research your audience and consider starting a physical branded kaffeehaus where your largest market (or biggest market potential) lies.
You could offer areas for meetings, printing, mail, and general Wi-Fi use. Of course , keep a brand assistant on standby to answer questions.
You might also follow the Amazon Go strategy: Create a touchless experience by letting clients order from their phone or just take what they’d such as and automatically charge them after they leave.
3. Distribute Limited Item Samples Directly to Consumers
Today, lots of startups launch as a customer product with the long-term goal of going B2B. Take Perfect Day – a California-based vegan food start-up – for example.
Ideal Day launched their range topping vegan ice cream alternative like a consumer product. It rapidly sold out, but the founders got no intention of restocking. Why?
The goal was to market the technology behind the animal-free “dairy” substitute for larger businesses and producers.
Smart move: Perfect Day time used physical marketing to exhibit how successful their item was with consumers while using the digital tools to market the particular tech to businesses.
4. Put into action AR & VR
Amazon, Target, and other major retailers have all launched augmented reality (AR) tools for customers to see exactly what furniture would look like inside their home.
B2Bs haven’t dropped behind though.
Medical gadget manufacturers, aircraft companies, and even food processing companies have all jumped onto the increased reality trend to mix the physical and electronic worlds.
5. Incorporate Wearable Technology
Wearables offer a unique phygital advertising opportunity. Take Hilton such as . Guests at the Hilton America’s Management Conference each received a wearable device that permitted them to seamlessly exchange contact information.
The device also used gamification to encourage engagement: Attendees earned points for every interaction that they could trade in for merch at the occasion shop.
Each attendee ended up making typically 31 connections.
Wearable products can also:
- Help participants navigate the event
- Bookmark areas or sessions
- Allow or even deny access restricted places (depending on their status)
- Allow touchless signups
- Provide detailed itineraries
- Allow staff in order to communicate
- Manage traffic stream and prevent bottlenecks
- Conduct safe transactions
Expect wearables to become the norm at activities in a post-COVID-19 world as hosts look for ways to move touchless and prevent bottlenecks. Plus expect to wear things you’ ve by no means considered before .
Plus, you get access to previously untrained metrics and analytics.
What is Phygital Marketing and advertising to You?
As COVID-19 measures restore the way we conduct business, expect the importance of phygital marketing to grow.
The surge within online shopping and business certainly won’t go back to pre-pandemic amounts. However , people will also develop a new appreciation for real-world experiences, realizing they had taken in-person interactions for given.
Each brand will need to develop a unique approach towards merging the digital experience plus in-store shopping. What will function best for your audience plus offerings?
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