SEPTEMBER - 2023MARTECHOUTLOOK.COM8IN MY OPINIONBy Alan Ray Alavarta, Digital Marketing Manager,RGC Group (Uratex Philippines)THE RISE OF 'PHYGITAL' MARKETING: A GAME-CHANGER FOR EVENTS IN THE PHILIPPINESIn recent years, the marketing world has witnessed a significant shift in how brands engage with their audience. There needs to be more than traditional marketing tactics to capture the attention and loyalty of today's tech-savvy consumers. This evolution has given birth to a new concept known as `phygital marketing,' which seamlessly blends the physical and digital worlds. The Philippines, a country that is known for its tech-savvy population, is now embracing this game-changing approach to events. In this editorial, we explore the rise of phygital marketing and its impact on the marketing landscape in the Philippines.The Fusion of Physical and DigitalPhygital marketing combines the best of physical and digital realms to create immersive experiences for consumers. It leverages advanced technologies such as augmented reality (AR), virtual reality (VR), live streaming, interactive displays, and social media integration to bridge the gap between online and offline interactions. This innovative approach allows brands to reach a wider audience, engage with consumers in real time, and leave a lasting impression.Phygital Marketing Events in the PhilippinesAt the beginning of 2023, the Philippines had 85.16 million internet users, with internet penetration at 73.1 percent.According to a recent survey, Filipinos had the most average screen time spent on phones and continuously high average screen durations on computers, social media, and gaming. According to the data, Filipinos spend over a third of their day (32.53 percent) on their phones, making the country the most digitally dependent in Asia.Alan Ray Alavarta
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