Good morning, Marketer, please look up from your phone.
Just kidding. I am sure you’re not one of those people who walks down busy streets — even crosses the street — with your mobile phone two inches from your nose. None of us would ever be like that, right?
But you do see those people everywhere, living simultaneously in a physical and digital world. There’s a sense in which I’m living in what folks are starting to call “the phygital” when I’m sitting at my desk, like right now, working at a PC and occasionally looking out of the window.
As Salesforce’s latest “Connected Shoppers Report” explains, the dividing line between online and in-store shopping is being rapidly eroded as shoppers measurably embrace a purchase journey that not only flickers between physical and digital but sometimes embraces the two — as when you do a price comparison or look at alternative products on your phone while you’re browsing a physical store.
The message for marketers? You need to meet your customers where they are — and they might be in two or more places at once.
Kim Davis,
Editorial Director
