Phygital Marketing: Intercepts of Traditional and Digital Marketing
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https://doi.org/10.5281/zenodo.8364534Keywords:
Phygital Marketing, Digital Marketing, Consumer Behavior, Customer Experience, Customer SatisfactionAbstract
Phygital marketing is a practice that connects the physical and digital worlds to create unique customer experiences. It is seen that businesses that focus on digital marketing strategies ignore the importance consumers give to physical experience. At this point, the study aims to draw attention to the effect of phygital marketing on customer experience and satisfaction.
In line with the purpose of the study, it has examined the studies in the field in detail within the scope of the literature review and aimed to fill the gap in the field. It is essential to fully understand phygital marketing for marketers and businesses. The basics, evolution, and emergence of phygital marketing and the marketing strategies that companies can apply are explained in detail in the study, and strategies and suggestions related to the subject are presented to companies.
Phygital marketing practices are applied by companies such as Amazon Go, Nike, KFC, and McDonald’s today. Businesses that benefit from the many benefits of digital marketing aim to meet the experience expectations of their customers with phygital marketing. The physical experience expectations of the customers will make phygital marketing more prominent.
Businesses; By applying phygital marketing applications and technologies such as augmented reality, virtual reality, face recognition, object recognition, and touch screen technologies in different sectors and different locations; they can provide transformative, informative, supportive, and entertaining experiences. It is seen that these experiences will have results such as customer satisfaction, brand loyalty, success in the marketing strategies of the enterprises, and, as a result, increased revenues and competitive advantage. In this direction, it is highly recommended that businesses accelerate their phygital marketing practices and develop their strategies in this area.
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