Brand Strategy The Drum Podcasts Phygital

Hybrid realities: how real-world marketing blends with digital


By Chris Sutcliffe, Senior reporter

May 25, 2023 | 2 min read

'Phygital reality' was thr buzzword du jour a couple of years back, replaced more recently by the wider catch-all 'hybrid'. Whatever you call these blended experiences (and perhaps you're already calling them something new), a marrying-up between the digital and physical worlds has become a goal for many.

Here, we investigate not just total CX approaches that bring journeys through both worlds, but cutting-edge technical applications that merge the two; examples of work that shows the way forward; and thinking about what all this means for the marketing landscape.

Senior 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 to date of consumer-facing phygital experiences? What made them so successful?
  • Which sectors are verticals are primed to do these experiences already? Where are there still opportunities?
  • What role do agencies play in planning these experiences - and how do we go about measuring their success in a meaningful way?
  • Finally, what are you most looking forward to when it comes to blending real-world and digital marketing in the next few years?
Brand Strategy The Drum Podcasts Phygital

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