The Drum | Hybrid Realities: How real-world marketing merges with digital marketing
‘Phygital reality’ was the buzzword of the day a few years ago and has more recently been replaced by the more inclusive catchphrase ‘hybrid’. Whatever you call these blended experiences (and maybe you’re already calling them something new), for many the merging of the digital and physical worlds has become a goal.
Here we examine not only holistic CX approaches that enable a journey through both worlds, but also cutting-edge technical applications that connect both worlds. examples of pioneering work; and think about what it all means for the marketing landscape.
Lead Tech Reporter Chris Sutcliffe is joined by Karen Hu, Business Development Lead, GreenJinn. Ken Madden, SVP Digital Engagement at George P. Johnson Experience Marketing; Trin Basra, Executive Creative Director, Freeman EMEA; and Andy Sexton, Executive Creative Director and Partner, 2LK, to discuss:
- What have been the best examples of consumer-focused Phygital experiences so far? What made you so successful?
- Which vertical sectors are already prepared to experience this? Where are there other opportunities?
- What role do agencies play in planning these experiences – and how can we meaningfully measure their success?
- Finally, what are you most looking forward to when it comes to connecting physical and digital marketing in the years to come?
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