SPOTLIGHT <
s an ever-increasing amount of marketing planning focuses on building integrated campaigns that exist seamlessly in experiences between the physical and digital worlds, a new ‘phygital’ paradigm has emerged. It’s a term that was coined by McCann-owned agency Momemtum around two years ago. The growth of the phygital world has been clearly evident since then and marketing folk across the world are starting to take notice. Some game-changing case studies exist from around the globe, with brands such as Microsoft, Coca-Cola, T-Mobile, IBM, Nike, O2 and Heineken all playing their part in leading a charge into the phygi- tal future. These case studies illustrate the impact, results and ROI delivered through embracing new ways of brand planning and man- agement of ongoing marketing communications. Whether consumer recruitment, awareness, volume driving or brand loyalty-based, some campaigns are now delivering in a way that could never have been achieved in the previous millennium. Significantly, the results seen, speed of change and new marketing structures emerging within some of the biggest global brands have cast a huge doubt over the relevance of traditional marketing models.
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Left and above: Droga5’s campaign to promote Jay-Z’s memoir prior to its publication
Look who’s still talking
Both consumers and brands seem to have found a comfortable equi- librium that had been missing in the past. This new marketing para- digm allows for two-way dialogue in both worlds, eliciting an alto- gether different response from consumers; namely, the realisation that brands actually want to listen to consumers and communicate on their terms, or at least try to. Clearly, there are benefits in the short and long-term for both brands and consumers. One of the single biggest factors that has driven these new models is the growing attention the marketing world
is paying to the customer service ethos. In general, marketers are moving away from trying to deliver the ‘big idea’ or award-winning campaigns that will make both agency and client happy, and are instead looking straight to the consumer and trying to identify what the brand can offer and how this can be delivered. The new standard for communications is around consistently deliv- ering over and above what consumers want, not telling them what we want them to think they want, and applying that to every single brand touch-point. And in the physical and digital worlds, we can now engage, track, measure, manage and affect consumer behavior at each of these in a way that traditional below the line channels never could.
As the likes of Google, Facebook and Microsoft have taught us, establishing relationships with consumers will be key to growth in the future of not only the marketing function, but also the wider business organisation.
Volume 4 Issue 4 2010 Marketing Age 61
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