At first glance, "phygital marketing" looks more like a typo than an existing term.

In reality, it may be the future of marketing campaigns!

Phygital Marketing is the combination of phygital and digital Marketing. It is a relatively new way of interacting with customers (both in-store and online).

The use of phygital marketing has much potential.

It's use has a lot of potential in terms of brand and business development.

Use phygital marketing to interact with your customers.

A good phygital campaign can far outperform a physical-only or digital-only campaign, as it allows combining 2 important trends in consumer habits :

• Customers like to see and test products before buying ;
• Customers like to research products online to find the best deals. In fact, this is the starting point for Inbound Marketing campaigns.

Physical, digital and phygital: what are the differences?

Suppose you want to go to a restaurant in town tonight, but you don't know which one.

You decide to do some research before choosing where to eat. Your research can be physical, digital or ... phygital.

Physical research example : go into town, park and walk around your car. Take notes on the restaurants you like (the menu, the attendance, etc.). After walking around for a while, pick the restaurant that looks best to you. Wait until your meal arrives to find out if the food is good there.

Digital research example : before you go downtown, do a Google search of downtown restaurants and pick the place with the best reviews. Drive into town, park and go directly to the restaurant you booked online.

Phygital search example : go into town, park, then use Google Maps to find the closest restaurant to you with good reviews. If the restaurant seems too crowded when you get to it, use Google Maps to find the next closest place with good reviews.

How can Phygital Marketing help your business?

Phygital Marketing helps to simplify the act of buying. Indeed, as DISKO explains, you manage the customer experience in-store using digital means. That's why customers are so receptive to it.

Phygital campaigns are therefore both powerful and effective, combining the strengths of digital and physical campaigns.

You can use phygital campaigns to digitally engage your customers while they are in your store, either before or after they make a purchase.

So you can send digital coupons to your customers when they enter your store, give them QR codes to scan to get discounts, put interactive screens in the store to recommend products, etc.

By scanning the QR code, customers access the free offer.

A case study: Coca-Cola

Physical component : A campaign was conducted in participating restaurants in Belgium where customers received QR codes.

Digital component: During this campaign, customers had the opportunity to win products from Coca-Cola by scanning QR codes on their phones and playing virtual scratch-off games.

Phygital summary: When customers purchased a Coca-Cola product, they received a unique QR code (printed on a piece of paper). Customers could then scan the code on their phone and play virtual scratch-off games. If they won, they could directly exchange their coupon for a product or save it to use later using Facebook, their email, or a virtual wallet.

Phygital marketing is therefore a powerful strategy that may be the future of Marketing campaigns.