The synthesis of virtual and physical in the hybrid marketing purchasing journey

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But the pandemic, with the long periods of lockdown it entailed, has not simply changed the internal communication of companies: it has redefined the system of notions, techniques and methodologies through which brands come into contact with consumers, convince them to purchase their products and services and try to prolong the relationship established even in the post-sale phases. It has accelerated a process already underway, which in the years immediately preceding 2020 had led to a solid development of hybrid marketing

In the new normality that has been hard-won, marketers, consumers and india whatsapp resource companies are proceeding on a path that is in many ways still unknown and yet to some extent already traced. While consumers have now become accustomed to buying online - even products or services for which they would once have easily left the house, such as food or medical visits - they do not intend to give up the human quality of in-person purchases . They have changed their behaviors and preferences and have consequently created the need for companies to design a new customer experience , along the entire purchasing path. An experience in which they can find a synthesis of the advantages of the digitalized customer journey and the advantages that derive from offline interactions .

The changes created by the pandemic are here to stay, giving rise to other, equally hybrid, forms of brand engagement. They require marketers to both develop a broader strategy to reach their audiences and to use new technologies to their fullest potential , in order to meet the changing and highly differentiated needs of their customers.