{"id":41969,"date":"2020-02-24T10:00:37","date_gmt":"2020-02-24T17:00:37","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/phygital-marketing\/"},"modified":"2025-07-22T13:16:03","modified_gmt":"2025-07-22T20:16:03","slug":"phygital-marketing","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/phygital-marketing\/","title":{"rendered":"Phygital Marketing: 10 Great Examples of Future-Forward Content Experiences"},"content":{"rendered":"

What is phygital marketing? Phygital marketing is a blended customer experience where digital applications relate to the physical world and actual space of the customer journey. Most often, phygital experiences are immersive, interactive real-time experiences that offer immediate transactions and\/or engagement.<\/strong><\/p><\/blockquote>\n

Without realizing it, you’re likely subject to phygital marketing throughout your day-to-day life.<\/p>\n

How? On any given day, readers and customers face dozens upon dozens of pieces of content. From advertisements on Facebook to magazines in the doctor\u2019s office waiting room, consumers are being inundated with imagery and words 24\/7.<\/p>\n

In reaction to this, brands and destinations have found a way to provide experiences in the form of phygital marketing. These include in-store experiences that provoke online ordering and vice versa.<\/p>\n

As we look ahead to the decade to come, content marketers will be tasked with brainstorming and executing smart, compelling ideas in this sector of the industry. Here, our 101 guide to phygital marketing will help you get ahead of the curve.<\/p>\n

 <\/p>\n

\"What<\/p>\n

What is phygital content marketing?<\/h2>\n

Stan Kubinski<\/strong>, principal at\u00a0Bergmeyer<\/a>, defines phygital marketing as the creation of a blended customer experience where both the physical and the digital coexist in the same journey. Often, this is through immersive in-person activities that also offer the immediate opportunity to make a purchase.<\/p>\n

Many consumers will feel more connected to a brand when their five senses are activated, rather than just clicking through a site or reading a newsletter.<\/p>\n

To be successful, it\u2019s an all-hands-on-deck type of planning process, as Kubinski explains:<\/p>\n

Phygital experiences require methodical collaboration between all vendors, engineers, content strategists, designers and retail experts, and should aim to elevate the human experience through digital innovation.<\/em><\/p><\/blockquote>\n

The reason phygital content marketing has become increasingly more popular in the last few years is a credit to an ever-changing retail landscape. As Ana Pelucarte<\/strong>, the CEO and co-founder of\u00a0Pop Up Mob<\/a>\u00a0explains, shoppers are becoming extremely savvy, which pushes brands to up their game to stay relevant.<\/p>\n

\u201cIt is crucial that digital and physical merge so customers can experience the products firsthand, then be reminded while they’re within the digital realms of their choices to buy what they already tried and physically experienced,\u201d she adds.<\/p>\n

Why is quality content crucial for successful phygital experiences?<\/h2>\n

As content gurus, we already know words play a major factor in how we relate to anything: people, places, or things. And while having beautiful bells and whistles through graphics and technology\u00a0are part of phygital experiences, content is equally as essential to create a provocative, engaging campaign<\/a>.<\/p>\n

As the founder of the Levitate Foundry<\/a>, Stephanie Liu<\/strong> explains, content is not only a representation of a brand\u2019s message and vision but its relationship to its customers, too:<\/p>\n

When great content is created both online and offline, great and invaluable customer experiences are also being created. A customer may be drawn into your physical store by fun messaging they saw online or they may be compelled to learn more after being impressed by the seamless experience they had at your pop-up.<\/em><\/p><\/blockquote>\n

In other words: quality content<\/a> is timeless, and it allows brands to use their distinctive voice to tell their own story, in person and online. \u201cConsistent, high-quality content is not easy to come by, but it is crucial for creating an integrated and cohesive customer experience no matter where a customer is interacting or viewing your brand,\u201d Liu shares.<\/p>\n

\u201cTo truly understand your brand, customers need a seamless experience and consistent messaging across every channel that your brand is represented on.\u201d<\/p>\n

\"How<\/p>\n

How might phygital marketing evolve in the next decade?<\/h2>\n

For most of us, 2030 feels lightyears away \u2014 but if we can conclude anything from the past, it\u2019s that we can\u2019t predict the future. Marketing has shifted dramatically since 2010, and the next decade will see an uptick in phygital explorations for forward-thinking brands.<\/p>\n

Kubinski believes we will see a stronger emphasis on experiences that offer real-time data that\u2019s tailored to a user\u2019s in-store journey. This is useful for retailers, he says, when they streamline purchase opportunities by offering suitable alternatives in the moment. Imagine going to a running store you frequent, and you\u2019re asked to “check in” upon arrival. When you meet-and-greet with a salesperson, they project your purchase history, exact measurements and goals on a screen, then demonstrate what shoe you should buy next.<\/p>\n

As we all struggle to figure out how AI will play a part<\/a> in the years to come, Kubinski says to add phygital into the mix, too:<\/p>\n

Humanoids that learn and read each customer using face recognition could also begin to learn customer\u2019s patterns, routine orders and personal details in order to predict advanced future purchases.<\/em><\/p><\/blockquote>\n