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phygitalnow Opinon - PhygitalNow

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In our previous article on Phygital marketing we spoke about how ‘Place’ is no more  a brand-owned only environment. Often a customer’s first interaction with a brand is within his/her own personal space. Digital economy drivers like Amazon, Google, Facebook, Alibaba, Baidu and Tencent have disrupted the retail industry and impacted consumer expectations. Online and offline commerce now converge into an integrated Omnichannel experience.  Physical stores traditionally focused on conversion. But compared to online conversions, physical conversions are burdened with substantial costs for infrastructure and sales personnel. Some retail brand owners therefore are scaling down the number of outlets and focusing on flagship stores at prime locations. These stores are repositioned as spaces for value creation. For this, adoption of right technology solutions is important. It helps generate a deeper customer understanding through data, deliver more personalised and engaging brand experiences, and act as fulfilment centers integrated with the Omnichannel architecture.

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Data is generated and recorded through every digital action. To understand the scale, Statista reports that data has grown from 2 zettabytes (2xbillion terabytes) in 2010 to 59 zettabytes in 2020, and is projected to reach 149 zettabytes in 2024. But data generation is only half the story. To stitch together a coherent storyline, there needs to be an analytical framework. If you are looking for a great source of solutions for real-world challenges in data analysis, we strongly recommend following Avinash Kaushik and subscribing to his blog Occam’s Razor.  His ‘Impact Matrix’ is an excellent framework to follow

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If you are still unsure if ‘phygital marketing’ is just a buzzword and not a relevant marketing strategy, this article by WEF – “Phygital - a banking strategy for the new isolation economy” will provide some answers. Digital adoption across industries leapfrogged with the consumer lifestyle changes brought on by the pandemic. There are debates as to which of these changes are permanent and how much of the ‘old normal’ will come back. We will continue to evolve in a hybrid space of virtual and real worlds. We might not yet be ready to settle for virtual holidays or ‘flight to nowhere’ but we have come to accept that future of work has changed with WFH. The biggest and the most consequential change in the recent months has been for the e-commerce sector, across industries. This for sure is a permanent change. Role of physical stores has changed irrevocably. Therefore ‘phygital marketing’ is very much the ‘new normal’, however cliched it sounds. But does it mean that marketing has changed forever or is it that the fundamentals have been ‘readjusted’ to the ‘new normal’?

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When we decided to set up a Digital Marketing Consultancy in Dubai, the first task was to develop a website that truly reflected who we are as a company and clearly communicate what our products and services are. And Website development being part of our services as well, we knew we had to walk the talk. A typical query on ‘best website design agencies in Dubai’ will throw up a lot of names. But before engaging with any one of them, it is important for you as a business owner to understand the principles of website development. We call it the ABCDE of Website Development.

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As the pace of digital adoption and global connectivity accelerates, small businesses continue to face increased competition. They have to embrace online-selling to go beyond their physical stores and increase their customer base. While several digital channels like eCommerce websites, social media and more exist, the focus for this article is on marketplaces as their reach and ease-of-setup has made them a lucrative channel for small businesses looking to grow

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Email Marketing even though is one of the oldest forms of Digital Marketing, it continues to outperform most other channels on ROI. For this reason, it is a go-to channel for most businesses, especially for business-to-business communication. In its simplest form, Email Marketing is an exchange of Emails or Email Newsletters between the business owners and their customers. But today it has become a sophisticated marketing channel with the adoption of technology. It is a process driven channel and if you follow the 6-steps detailed below, you can be rest assured of an effective Email Marketing process.

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Content Marketing Institute defines Content Marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience to ultimately drive profitable customer action”. Developing the right content is as important as distributing it through the right channels. You need an overarching Content Marketing framework that dictates how each piece of content should be developed and distributed. How do you go about developing this framework? It is a 6-step process

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Everyday millions of people from across the globe do product and service research online, making search marketing a must have strategy for business to grow. Search marketing can be defined as a tactic to increase online presence and traffic through unpaid and paid strategies across search engines like Google, Bing, Yahoo, Yandex, Baidu and more.  The primary objective is to increase your rankings on the Search Engine Results Page (SERP) because research tells us that that the higher you are on the SERPS, the more likely you are to gain traffic to your website

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‘Horses for courses’ is apt when it comes to choosing the right social media channel. Choose the channels according to the brand requirements.  But we need to acknowledge that not all requirements can be met with Social Media as a discipline, leave alone a single channel. Brands often think of channels first before evaluating what exactly the role of Social Media is in the overall marketing mix