INSTITUTE-USB

DEPARTMENT-BBA
Bachelor Of Business Administration
Digital Marketing
BAT-260

DIGITAL MARKETING DISCOVER . LEARN .

EMPOWER
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 PHYGITAL
MARKETING
& GLOBAL
TRENDS
Course Outcome
CO Title Level Z
Number
CO1 To understand marketing in digital world Remember
 

CO2 To understand the concept of phygital Understand

marketing and global trends in DM  

CO3 To understand digital marketing channels Understand https://in.images.search.yahoo.com/search/images;_ylt=AwrPiBeGi

and latest digital ad technologies.
CO4 To understand social media marketing
campaigns and WOMM
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Understand
 

CO5 To understand legal and ethical issues in Understand

Digital marketing and digital property   2
 PHYGITAL
MARKETING
& GLOBAL
TRENDS
Phygital Marketing  is when
physical world integrates the
digital world and bridges gap
between offline users and
online consumers

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 PHYGITAL MARKETING
Phygital Marketing  is when physical world integrates the digital world and bridges gap
between offline users and online consumers. In other words, the action from users that
requires a Sense of Urgency , while making sure they engage with the brand,  immerse in the
experience & the product while getting value-add out of it & have real-time conversations are
the requirements for a successful phygital marketing.  
The core idea is to make sure we can get users to interact physically using offline and online
medium with objects, products, services, visuals etc that we otherwise see on a regular basis,
but don’t necessarily engage with it in the real sense of the term. 

Example of Phygital Marketing:

The Physical Component: Campaign was run at participating restaurants in Belgium. Customers
were given printed QR codes.
The Digital Component: Customers were given the chance to win free Coca Cola products by
scanning QR codes on their phone and playing a digital Scratch &Win game.

How it Worked: When customers bought a Coca Cola product, they were given a unique QR code
(physically printed on a piece of paper). Customers could then scan the code on their phones
and play a Scratch & Win game. If they won the game, they could redeem their coupon for a
free product immediately in the store or save the coupon for later using Facebook , email, or a
mobile wallet.
 How to Develop a Phygital Marketing
Strategy
1. Research Your Audience
• If you’re mainly an e-commerce outfit, ask yourself what physical sensory experiences your
audience might be lacking. 
• On the other hand, brands with physical storefronts should ask themselves how digital
technology and activity could enhance real-life experience. 
• Start with your reviews and feedback for inspiration – what issues do buyers give for turning
you’re your product most often? Investigate data from unhappy clients – what went wrong and
how could you use a phygital marketing strategy to fix it?
2. Change Tactics According to Your Goals
• Some brands find phygital marketing attractive because it helps them scale their in-store
operations and overhead. Meanwhile, e-commerce brands might want to use phygital
marketing to reach new audiences. 
• What are you hoping to achieve? Certain types of phygital marketing require heavy
investments so make sure you have goals and a strategy laid out before diving in.
3. Prioritize Emotions and Senses
• Physical stores aren’t only about shopping anymore – they’re about creating a sensory
experience. 
• The internet allows us to see and hear. However, our other three senses – taste, smell, and
touch – are absent from any online shopping experience.
• But there’s another aspect difficult to replicate online: human connection and the emotions
associated with it.
 Examples of Phygital Marketing
1. Pop-Up Stores or Event Booths
• Pop-ups at local festivals, craft shows, industry events, or marketplaces are an awesome way
to engage with your audience. These phygital tactics are particularly useful for building hype
before product launches or promoting high-ticket products.
• The high-end audio company, Sonos, partnered with Google and set up 
isolated sound chambers in select cities where patrons could experience exciting 3D
soundscapes. A preloaded iPad let visitors personalize their experience. Sonos could also
analyze data from the app to learn about their audience
2. Distribute Limited Product Samples Directly to Consumers
• Today, lots of startups launch as a consumer product with the long-term goal of going B2B.
Take Perfect Day – a California-based vegan food startup – for example.
• Perfect Day launched their flagship vegan ice cream alternative as a consumer product. It
quickly sold out, but the founders had no intention of restocking. Why? The goal was to
market the technology behind the animal-free “dairy” alternative to larger businesses and
manufacturers. 
• Smart move: Perfect Day used physical marketing to show how successful their product was
with consumers while using digital tools to market the tech to businesses.
 Global Trends in Digital Marketing

1.Social Messaging Apps Social messaging apps can be very useful in sending messages to
customers directly, as they allow personalization (another trend) and add value to the users’
experience. 

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images;_ylt=AwrPiBeGiCldzwgA.ha7HAx.;_ylu=X3oDMTB0N2poMXRwBGNvbG8Dc2cz
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2. Visual Search
Visual search can take the user experience to a totally new level. With visual search, users can
upload an image to conduct a search and get more specific results.

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3.Voice Search & Smart Speakers
Voice search plays an important role in providing all the relevant information that people are
searching for through audio content. Artificial Intelligence is getting smarter and the number
of errors made by voice assistants like Alexa, Siri and Google has reduced.
Many brands have included voice search in their digital marketing strategies to deliver value-
based content effectively to their customers. Domino’s Pizza uses voice search technology as a
way to increase its sales, thus allowing customers to order pizzas through Alexa

https://in.images.search.yahoo.com/search/images;_ylt=AwrPiBeGiCldzwgA.ha7HAx.;_
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4. Social Media Stories
With the growing popularity of social media “stories,” it is important for marketers to
consider this format in their digital marketing strategy. Savvy marketers can even
make use of live video, one of the most profitable social rollouts to date, to
promote engagement and brand awareness.
First Snapchat came out with the concept of “My Story,” then Instagram
and Facebook stories were introduced, and now YouTube has unveiled their own
story format, “Reels.”
5. Video Marketing
Live video is gaining popularity, with a large number of businesses using it for
interviews, product demos and “behind the scenes” glimpses of events, life in the
office, how products are made, etc.

 
 https://in.images.search.yahoo.com/search/images;_ylt=AwrPiBeGiCldzwgA.ha7HAx.;_
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70% of consumers say that they have shared a brand’s video.

72% of businesses say video has improved their conversion rate.
 ASSESSMENT PATTERN
• Understanding of the subject will be assessed through question and answer technique in the
class
• 2 Mid semester tests will be conducted
• Students will appear for online quiz at the end of the semester
• Surprise test to be taken during the semester
• Regular assignments and case study discussion will be done to bring more clarity on the
subject

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 APPLICATIONS
• Role of marketing in digital world.

• Channels to be analysed in digital marketing

• Importance and scope of digital marketing

• Understanding of various digital marketing tools

• Appreciate the complexities of evaluation

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 REFERENCES

1. Puneet Singh Bhatia, Fundamentals of Digital Marketing- Pearson, New Delhi

2. The Art of SEO (3rd edition) – Eric Enge Prentice Hall of India.
3. Web Analytics 2.0 – Avinash Kaushik

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THANK YOU

For queries
Email: taniae7453@cumail.in

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