Phygital Marketing: An Approach to Effective Advertising

The world of marketing has long been divided into the digital and the physical "real" environment, and the combination of the physical and digital worlds is what we call "Phygital."

For the modern consumer, the transition between these two worlds should be seamless and full of opportunities. In this newsletter, we will analyze how a business adopts a Phygital strategy at the marketing funnel level and provide practical examples of the coupling of digital and physical actions.

Why Phygital in Advertising?

Traditionally, marketing campaigns were divided into online and offline.

With the Phygital approach, these two categories come together to create a unified customer experience. This allows for consistent communication and presence at all stages of the marketing funnel: from awareness to conversion.

Phygital Marketing Funnel:

From Awareness to Conversion

Let's analyze how we can combine physical and digital actions in the marketing funnel:

1. Awareness

The goal at this stage is to reach a wide audience and increase brand awareness.

Digital Marketing:

Advertising campaigns on social media, Google Ads and video marketing. Creating digital content and ads with high engagement is ideal at this stage.

For example, a dynamic social media campaign with a compelling video that presents the product in real-world conditions.

Physical Marketing:

Placement of promotional material in physical stores, event marketing and use of advertising banners in key locations.

For example, displaying the same video on store screens or in outdoor advertisements, connecting the audience with the message they receive digitally.

Phygital Combination:

The use of QR codes in physical locations, such as stores and billboards, that lead to special landing pages or videos on the internet. In this way, we connect the physical with the digital world to increase awareness.

2. Engagement/Consideration

At this stage, consumers are starting to consider their options. Our goal is to keep them engaged and pique their interest.

Digital Marketing:

Use of remarketing ads, generating interest through content (blogs, newsletters), and interactive ads on social media.

For example, creating a social media contest that encourages participation and interaction with the brand.

Physical Marketing:

Organizing physical events, exhibitions or pop-up stores, where customers can see and try the products up close.

Also, distributing discount coupons at physical locations.

Phygital Combination:

Integrating digital tools into physical actions, such as creating an app that allows customers to book an event or redeem coupons in physical stores.

At the same time, by collecting customer data at physical events, we can offer them personalized digital offers and advertisements later.

3. Conversion

In the final stage, our goal is to motivate the customer to proceed with the purchase or desired action.

Digital Marketing:

Promotional actions through e-mail marketing, remarketing ads with special offers and limited-time discounts on e-commerce sites.

For example, a dynamic ad that reminds the user of the product they recently viewed.

Physical Marketing:

Discounts and offers in physical stores, as well as limited-time offers with an emphasis on the immediacy of the physical visit.

Phygital Combination:

Click-and-collect services, where the customer buys online and receives the product from the physical store.

In addition, push notifications via mobile applications (apps) inform the customer of exclusive offers when they are near a physical store.

Advantages of Phygital Marketing for your Client

By adopting this Phygital approach, your client can create a complete consumer experience, maximizing interaction at all stages of the funnel.

This means that we can reach them wherever they are – whether online or offline – offering them opportunities and incentives for engagement and conversion.

Are you ready to upgrade your strategy to a truly Phygital approach?

Contact us to discuss the possibilities that open up for your business!

At DayOne Growth Igniters, we evolve the way our clients grow

Book a free introductory & consulting meeting today, and come see how we can create growth for your business from day one.