Let’s Get Phygital?
Okay, so I’m old enough to have watched the original ONJ “Let’s Get Physical” video on MTV (and for those who don’t know, ONJ is Olivia Newton John). In that video was the greatest 80s hair, sweatbands, leggings and crop-cut tank tops you would ever hope for if you were an alien looking at 1980s workout culture. One aspect of the video that was hilarious, was how the folks sweating it on bikes, treadmills and mats had instant transitions into golden gods and goddesses.
In many ways, it seems the options for businesses to market themselves have also instantly transitioned. We all know that marketing technologies are changing more rapidly than ever, and the rate of change is increasing every month and year. And, as more marketing channels change, the more they overlap and impact one another.
I was reminded of this when I saw a line about Phygital Marketing. Naturally, it’s (Phy)sical + Di(gital) = Phygital. A morph. A blend. A combination of the marketing techniques that combine the best of both kinds of touch point. While digital marketing gives instant response, follows consumers everywhere and has a lower cost for each individual impression, physical marketing like direct mail and print ads give humans something to hold and feel. So, most marketers are trying to find ways to combine the two and give a more indelible impression to their audience.
Plus, as marketers add mobile video, smells (truly, from ad AdAge article published December 2014: A study done in 2013 by the Global Journal of Commerce and Management Perspective said that ambient scent has the strongest impact when it comes to enhancing consumer behavior in terms of emotion, evaluation, willingness to return to a store and purchase intention), and other channels yet-to-be-determined, there will be more for marketers to manage than ever.
So, I’m curious about the new language on the horizon that might speak to the emerging channels. Mobward? Tweetvey? A Smelvid?
What do you think will be the next Phygital?
By Modern Postcard
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