Observed Signal · Jan 26, 2023 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Phygital: A Confusing Neologism for a Very Real Problem
The article critiques the term 'phygital' as an overused buzzword for hybrid digital/physical customer experiences. It argues that true hybrid experiences go beyond simple digital additions to physical spaces, citing examples like curbside pickup and telemedicine. Survey data from the CMO Council shows that 71% of consumers prefer a mix of physical and digital channels, while only about 20% of brands consider their hybrid models mature. The piece advises brands to listen to customers, update journey maps, and balance privacy concerns.
Provides insights into hybrid CX trends but is an opinion piece, not a major industry event.
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Key Takeaways & Evidence Grounding
- The article criticizes the term 'phygital' as a buzzword for hybrid customer experience.
- CMO Council survey finds 71% of consumers want a blend of physical and digital channels.
- Two in three marketing leaders say delivering hybrid CX is very important.
- Only 1 in 5 brands rate their hybrid model as mature.
- Less than 1 in 7 brands consider their digital infrastructure mature.
Connected Companies & Entities
3 Entities mapped“Target is mentioned as an early example of hybrid experiences (circa 2014) when it introduced a digital shopping list app....”
“Target is mentioned as an early example of hybrid experiences (circa 2014) when it introduced a digital shopping list app....”
“SAS is mentioned as the source of the Experience 2030 Pulse survey....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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