‘Phygital’ Marketing: The future of brand engagement
Posted by Jacqui on 25th February 2025
Blending the best of both worlds
In a world dominated by digital marketing, brands are seeking innovative ways to cut through the noise and connect with their audiences in a more tangible, engaging manner. Enter Phygital Marketing – a seamless fusion of physical and digital experiences that delivers immersive brand interactions like never before.
Visual Identity is leading the charge with Phygital Marketing – a new service that transforms traditional marketing materials into interactive, high-impact experiences. Whether it’s luxury brochures with embedded AR, personalised direct mail, or packaging that connects consumers to digital experiences, Phygital is redefining the way brands engage with their customers.
“Marketing is no longer about the stuff you make, but the stories you tell.” Seth Godin
Why ‘Phygital’ Marketing matters more than ever
In an era of digital fatigue, where consumers are bombarded with online ads, emails, and notifications, print is making a comeback—but in a smarter, tech-enhanced way.
Brands are recognising that tangible marketing materials hold attention longer, create deeper emotional connections, and leave lasting impressions. When combined with digital innovation, these materials can drive measurable engagement and conversions.
Phygital marketing allows brands to:
Increase engagement through QR codes, AR, and NFC-enabled print.
Create more personalised experiences using data-driven print strategies.
Stand out in a crowded market by offering something memorable and unique.
Track performance with digital analytics linked to physical assets.
Gen Z’s preference for physical photos and how it’s influencing ‘phygital’ marketing
Recent studies have shown that Gen Z is embracing physical photographs (see full article here), printing twice as many photos as older generations. This preference for tangible, printed experiences is shaping how marketers approach Phygital campaigns, reinforcing the idea that consumers still crave physical touchpoints in a digital world.
For marketers, this shift means that integrating Phygital experiences into their strategic marketing calendar is no longer optional—it’s essential. Campaigns that merge print with digital elements are being used to:
Create interactive print advertisements that drive digital engagement.
Design immersive retail experiences through NFC-enabled packaging and brochures.
Develop personalised direct mail campaigns with scannable elements leading to exclusive online content.
This growing trend underscores that print is far from dead—instead, it’s evolving into a powerful tool for engagement, storytelling, and brand authenticity. By aligning with Gen Z’s appreciation for tactile, collectable content, brands can create stronger, more memorable connections with their audience.
Phygital in action: VI’s creative success stories
1. Green Retreats – Transforming the customer journey
To help customers design their ideal outdoor space, Visual Identity developed an interactive pop-up Green Retreats brochure. This high-quality pack features:
A space planner with pop-out interiors to engage buyers in the design process.
Hand-drawn illustrations and premium finishes, create a high-end feel.
QR links to virtual tours and 360° views, bridging the gap between print and digital.
Impact: Increased customer engagement and higher conversion rates.
2. The Open University – Mini prospectuses with maximum reach
Faced with the challenge of promoting its vast range of Open Universitycourses globally without the bulk of traditional brochures, Visual Identity developed business card-sized mini prospectuses with:
Severely edited course content to fit a pocket-sized format.
Strong calls to action and QR codes linking to full course details.
Easy portability for international outreach, reducing costs and increasing accessibility.
Impact: More courses were promoted, reduced print costs, and improved engagement.
Instead of a one-size-fits-all approach, VI created a fully modular brochure system:
Slipcover with die-cut windows revealing only relevant sections for the recipient.
Bolt spine construction allows pages to be swapped based on client needs.
QR codes linking to custom case studies and services, making print dynamic.
Impact: Ultimate flexibility, sustainability, and higher audience relevance.
The luxury market and Gen Z connection
Phygital marketing isn’t just a gimmick—it aligns perfectly with the expectations of luxury brands and Gen Z consumers.
Luxury brands require exclusivity and storytelling – Phygital marketing delivers both through tactile, high-end materials paired with immersive digital content.
Gen Z prefers experiences over ads – Phygital transforms marketing into an interactive, engaging journey rather than another sales pitch.
From premium packaging with AR experiences to hyper-personalised direct mail, Phygital strategies are helping brands cut through the clutter and build real emotional connections with their audiences.
Introducing VI‘s ‘Phygital’ Marketing – Your partner in innovation
At Visual Identity, we’ve worked with industry leaders like Barker Shoes, Michael Jones Jewellers, and The Open University, helping them create cutting-edge marketing solutions that blend print and digital seamlessly.
Now, with VI Phygital Marketing, we’re offering brands the opportunity to take their marketing to the next level.
Why choose VI‘s ‘Phygital’ Marketing service?
– High-end print solutions enhanced with QR, AR, and NFC technology. – Personalised, data-driven direct mail that resonates with audiences. – Interactive brochures for premium brand storytelling. – Sustainable solutions that reduce print waste while increasing impact.
“There are no rules here – we’re trying to accomplish something.” Thomas Edison
The future is ‘phygital’ – Are you ready?
Brands that embrace Phygital marketing will stand out, engage deeper, and drive stronger conversions. Now is the time to rethink how you connect with your audience.
🚀 Ready to elevate your marketing with VI ‘phygital’ service? 📞 Get in touch today!
