Physical Fights Back
ADWEEK|December 4, 2017

How the move toward blending digital with physical will impact the marketing industry.

Mark Curtis
Physical Fights Back

Each December, Fjord nails its colors to the mast with a report detailing what we predict will be important in the year ahead. Our new 2018 Trends report (out on Dec. 12), includes a focus on why forward-thinking organizations are blending digital with physical—and why those who aren’t should be. But what does this mean for the marketing sector?

THE INVISIBLE ENABLER 

In the 2000s, mobile phones greedily consumed other technology—cameras, speakers, screens, high-quality microphones—and now they’ve started spitting them back out. These components are popping up in our immediate environment on their own or in different combinations. Amazon Echo, Google Home, and the forthcoming Apple HomePod’s comprehensive offering use just speakers and a microphone, and Canary’s smart cameras are exactly that—and no more.

This disaggregation of core technology components together with people’s angst around their own screen addiction is prompting a big shift: the blending of digital with physical. The spotlight is no longer trained on digital as the main player in brand experience—emphasis has moved toward working out how best to use digital as an invisible enabler of physical and sensory experiences.

OPPORTUNITY AND CHALLENGE 

This story is from the December 4, 2017 edition of ADWEEK.

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This story is from the December 4, 2017 edition of ADWEEK.

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