- Digital Marketing

Omnichannel Marketing Digital Meets Physical

How the World continues to transform from offline (physical) to online (digital) in 2019

Still rifling through that stack of papers on your desk? What happened to the paperless office the Future promised us? Where are the flying cars?

We’re not sure when the flying cars will arrive. But we’re pretty sure that stack of papers will be around for a while. The transformation from offline life to online living continues … but slowly

Perpetual Paper

Ultimately, paper printouts aren’t going anywhere.

Sure, email and team management apps like Slack significantly reduce the need for hard copies. But lengthy reports and graphics are often more easily digested in print than on computer screens.

Office copiers still crank out prints, users are still confused about generic vs. genuine toners and we still need to diligently take care of our printers despite the fact that all this hassle simply does not exist on digital.

No physical printer no problem!

But we still print and use paper in 2019. Our society could have gone totally paperless years ago, but today we still prefer the tactile experience of print. As a result, print is not going anywhere in 2019. Digital transformation in this area might still be going on but the pace of this process is not enough to cause any serious transformations before the end of this year.

Book Smarts

The relevance of print in the digital age is better seen when we look at physical books vs e-books rivalry.

The graph below shows how book lovers still enjoy the print experience despite the rise of e-readers.

So, people continue reading books predominantly in physical format regardless of any digitalization going on. This trend is likely to continue in 2019 and beyond.

Our Digital Home

Modern machinery was once relegated to schools and businesses. Now our homes — and lives — are linked to technology. The graph below shows how consumers feel about tech in their homes. It’s interesting to note that while the majority of people agree technology makes life easier and helps them stay connected with family and friends, most also believe tech is intrusive, addictive, and potentially harmful.

Omnichannel Marketing Digital Meets Physical

Games sales have tipped in favor of all-digital formats, however physical games still hold a nearly 50-percent market share. 

Digital Meets Physical

The Harvard Business Review tried hard to get the term “digical” to stick when describing the combined effect of digital and physical marketing. Hopefully, it won’t. “Omnichannel marketing” is more accurate, implying consumers are exposed to ads in a variety of different mediums.

According to Indusnet Technologies, an omnichannel experience takes center stage for consumers in 2019. Brick-and-mortar retailers need to digitize their business to create a seamless retail journey. This can include using Bluetooth, smartphones, and the Internet of Things, to create a fully immersive shopping experience.

It seems the online-only sales trend that devastated brands like Sears and JC Penny, is swinging back the other way and the future of online business is inevitably connected to physical. According to Forbes, digital brands are entering brick-and-mortar stores even as traditional retailers close up shop. Bookstore-killer Amazon is opening physical bookstores, while Casper and BARK, now offer products in multi-brand retailers like Target.

Tomorrow’s Workforce Today

In addition to keeping customers happy, business owners should also think of employee satisfaction. Traditional businesses need to create a modern digital workplace to attract young talent. So, the trend here shifts towards digital.

According to Visix a digital workplace means:

Reduced Cost

  • Office space is expensive. The average annual cost for each employee comes to around $10,000 per desk.

Increased Productivity

  • Companies that support mobile tech and telecommuting saw a 16% increase in productivity and an 18% increase in creativity.

Satisfied employees

  • Workers at tech-forward companies reported 23% greater satisfaction and 21% higher loyalty.
  • 45% of telecommuters admitted that they love their jobs whereas this number was 38% for mobile workers and 24% for office-based employees.
  • 24% of workers do either some or all of their work at home.

Flexible workforce

  • 98% of parents who work full time think that having a flexible job would positively influence their overall quality of life.
  • 59% of Millennials believe flexibility is likely to improve their productivity and of them, 49% say it’s likely to improve their happiness.
  • 19% of Gen Z and 19% of Millennials consider flexibility as the most important workplace benefit.

Conclusion

Smart business owners need to watch three digital trends in 2019.

First, be aware of emerging technology, like Bluetooth beacons, Internet of Things, artificial intelligence, and chatbots.

Second, digitize operations, from inventory to checkouts.

Finally, create a multisensory shopping experience by bringing digital to your store with in-store applications and in-store push notifications. Your best chance for marketing success lies in the merger of the digital and physical experience. The world has not yet completely gone digital in 2019.

Omnichannel Marketing Digital Meets Physical

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