Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Anita Sedlić, content manager, DIALOG komunikacije
Every experience in the digital world has its physical component. It seems that we are one step from the new digital evolution, and this time it has nothing to do with technological innovation.
The term phygital implies digital experiences that are fully integrated into the physical world of users. Given the increasing number of hyper-connected mobile devices, the possibilities offered by VR and AR and 3D printers, this development is not surprising. The age of coexistence of digital and physical environment is over – get ready for their convergence.
Digital evolution brings new challenges for brands. How to create experiences that transcend platforms and gadgets and start direct interaction with the end consumer is certainly the question that brands will have to find the answer to if they don’t want to be left behind. In practice, this means farewell to business-to-consumer (B2C) communication, and hello to business-to-human (B2H) communications. The result is the creation of a deeper relationship with the end user.
Interactive experiences
People today are primarily consumers of experiences, not products. That is why in the world of virtual reality brands are trying to offer immersive experiences with the goal of connecting with end users in order to take them on a journey that they have never experienced.
But how do you send an end-user to such a journey with the brand? A two-way process should be borne in mind: the digitization of the physical and natural elements in the digital world. Thanks to the technology available to us today, creating incredible and unforgettable experiences that combine the physical and digital environment does not have to be a complicated undertaking – but nevertheless, requires certain investments.
Live: increasing highlight on real-time posts
It all started with Snapchat, and soon followed Facebook Live and Instagram Stories. You guessed it, a real-time marketing has received a completely new dimension. Quality of content falls into the background – the actual content is what the focus is on. This is another great example of the increasing permeation of digital and physical, offering brands the opportunity to achieve real-time interaction with their consumers, bringing the two even closer together.
Brand communication through platforms like Whatsapp, Facebook Messenger and Viber is no longer carried out in the one-to-many manner, but one-on-one. Adding a personalized and intimate overtones to that communication and understanding of communication channels and habits of end-users on these platforms are the key elements of this puzzle.
It’s time for brands to put the adoption of phygital strategies at the top of their to-do lists! We live in an exciting time with a host of possibilities to create comprehensive and exciting interactive experience. Wouldn’t it be great to bring a spark of this trend into the life of your own brand?