Name: Phygital: What it is and why you use it every day
Uploaded: 2023-10-16T08:24:01.536Z
Duration: 213.43

MIMS Phygital V3_final.mp4

Phygital.vtt

English

{{00:00:00}}
Hi, my name's Kathy McKnight.

{{00:00:01}}
I am the chief problem solver with
the Content Advisory, and I'm going

{{00:00:05}}
to be explaining what Phygital is.

{{00:00:26}}
Phygital.

{{00:00:27}}
New term.

{{00:00:28}}
I love the way we morph words
to create new situations.

{{00:00:32}}
It's the blending of physical
and digital experiences.

{{00:00:36}}
So taking what used to be all online or all
in-person, brick and mortar, and bringing

{{00:00:40}}
them together for a different experience.

{{00:00:48}}
So how phygital works is really
taking those two different aspects.

{{00:00:51}}
It's blending the digital aspect where
we were maybe online only, something

{{00:00:56}}
like an Amazon experience and putting it
into the physical brick and mortar world.

{{00:01:00}}
So something like being able to scan a QR code
to see size availability, or color options.

{{00:01:06}}
Getting ratings from social and integrating those
aspects into the actual physical experience.

{{00:01:17}}
Phygital has become so important
because we are an in-demand audience.

{{00:01:22}}
We want things when we want
them, how we want them.

{{00:01:24}}
And again, with Covid and everything, of course
resourcing, trying to staff places, it's actually

{{00:01:30}}
enabling a better experience because it's putting
the power for the consumer in their own hands.

{{00:01:35}}
So they're able to get the information they
want, they can make more informed decisions

{{00:01:40}}
and have the immediacy that we're all after.

{{00:01:47}}
The benefit for marketers for phygital
strategies is really quite expansive

{{00:01:51}}
and enables them to be able to actually
tailor the experience in the moment.

{{00:01:56}}
So using a QR code on an advertising you're
actually able to see where people are engaging.

{{00:02:02}}
So getting that kind of data it's
a  treasure of data for people.

{{00:02:06}}
It's also being able to tap into the
senses and the emotions at the time.

{{00:02:10}}
So showing a video,  being able to get
them to purchase something right away.

{{00:02:15}}
And it's immediate feedback.

{{00:02:18}}
So, you know...

{{00:02:20}}
you get a sense of what's working.

{{00:02:26}}
I think over the coming years, phygital
is just gonna become integrated.

{{00:02:29}}
We are already, even for those who don't even
know or heard the word, we're in a phygital world.

{{00:02:34}}
We are constantly doing it, whether we are, it's
reserving a book at the library and then going to

{{00:02:39}}
pick it up, whether it's using Google Maps or in
car navigation to get us from point A to point B.

{{00:02:45}}
It's just becoming integrated in everything we do.

{{00:02:48}}
We look at fridges at the
internet of things, right?

{{00:02:51}}
Being able to know when you're out of milk, when
you need eggs, being able to create that shopping

{{00:02:57}}
list that automatically ends up your phone.

{{00:02:59}}
And then you walk into, say, a grocery store
and it presents you with coupons because

{{00:03:04}}
it knows what's on your list immediately
and or gives you even the mapping out or

{{00:03:08}}
creates a cart for you for things that
you need without having to do it yourself.

{{00:03:13}}
We're just gonna see it more and more and more.

{{00:03:16}}
And I think, you know, you, again, people
don't even realize they're doing it now.

{{00:03:19}}
It's not gonna be an option.

{{00:03:21}}
We were just gonna have to keep integrating and
again, meeting the consumers where they wanna be.

I am the chief problem solver with
the Content Advisory, and I'm going

I love the way we morph words
to create new situations.

It's the blending of physical
and digital experiences.

So taking what used to be all online or all
in-person, brick and mortar, and bringing

them together for a different experience.

So how phygital works is really
taking those two different aspects.

It's blending the digital aspect where
we were maybe online only, something

like an Amazon experience and putting it
into the physical brick and mortar world.

So something like being able to scan a QR code
to see size availability, or color options.

Getting ratings from social and integrating those
aspects into the actual physical experience.

Phygital has become so important
because we are an in-demand audience.

We want things when we want
them, how we want them.

And again, with Covid and everything, of course
resourcing, trying to staff places, it's actually

enabling a better experience because it's putting
the power for the consumer in their own hands.

So they're able to get the information they
want, they can make more informed decisions

and have the immediacy that we're all after.

The benefit for marketers for phygital
strategies is really quite expansive

and enables them to be able to actually
tailor the experience in the moment.

So using a QR code on an advertising you're
actually able to see where people are engaging.

So getting that kind of data it's
a  treasure of data for people.

It's also being able to tap into the
senses and the emotions at the time.

So showing a video,  being able to get
them to purchase something right away.

I think over the coming years, phygital
is just gonna become integrated.

We are already, even for those who don't even
know or heard the word, we're in a phygital world.

We are constantly doing it, whether we are, it's
reserving a book at the library and then going to

pick it up, whether it's using Google Maps or in
car navigation to get us from point A to point B.

It's just becoming integrated in everything we do.

We look at fridges at the
internet of things, right?

Being able to know when you're out of milk, when
you need eggs, being able to create that shopping

list that automatically ends up your phone.

And then you walk into, say, a grocery store
and it presents you with coupons because

it knows what's on your list immediately
and or gives you even the mapping out or

creates a cart for you for things that
you need without having to do it yourself.

We're just gonna see it more and more and more.

And I think, you know, you, again, people
don't even realize they're doing it now.

We were just gonna have to keep integrating and
again, meeting the consumers where they wanna be.

Make it Make Sense

Explainer

The convergence of physical and digital worlds remains uncertain in terms of its eventual form and timing. Nevertheless, marketers have already begun leveraging cutting-edge technologies to create seamless experiences that bridge these two realms, making our daily lives more convenient and efficient than ever before. 
In this explainer, marketing expert Cathy McKnight sheds light on the concept of phygital, its significance, and how it might evolve in ways that will further enhance the consumer experience.

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Cathy McKnight_ContentTECH.jpeg

Cathy McKnight

Chief Problem Solver and VP of Strategy and Consulting

Discover what phygital is in 20 seconds. 

What does phygital mean?

McKnight explains where you can see phygital in our daily lives.

How does phygital work?

See why this tool is becoming more and more popular.

Why is phygital important now?

Get in touch with the many possibilities phygital enables for marketing professionals. 