The human versus the automated digital channels mix. The need for transparency, trust building and authenticity in a company's and brand's identity; in a Covid or post-Covid era.

1. Phygital
Autheticity
Marketing
Sergios Dimitriadis, Professor,
Marketing & Communication department, Athens University of Economics & Business
9th
conference

2. Sergios DimitriadisPhygital Authenticity Marketing
1. Changes in the company-customer interactions
the covid-19 acceleration effect
Phygital

3. Sergios DimitriadisPhygital Authenticity Marketing
1. Changes in the company-customer interactions
Phygital
• less human physical
• more human @ distance
• more digital interactions

4. Sergios DimitriadisPhygital Authenticity Marketing
1. Changes in the company-customer interactions
Phygital
• less human physical
• more human @ distance
• more digital interactions
less push
more pull approach

5. Sergios DimitriadisPhygital Authenticity Marketing
2. Reconsider the automation vs human mix
Phygital
automation:
• reach
• data management
• effectiveness

6. Sergios DimitriadisPhygital Authenticity Marketing
2. Reconsider the automation vs human mix
Phygital
automation:
• reach
• data management
• effectiveness
human:
• personalization
• customer care & advice
• interpersonal contact, trust
• decision making

7. Sergios DimitriadisPhygital Authenticity Marketing
2. Reconsider the automation vs human mix
Phygital
• respective roles
• data, systems, platform – related knowledge and skills
• investment in human capital

8. Sergios DimitriadisPhygital Authenticity Marketing
1. Transparency, honesty, trustworthiness
Authenticity
your customers
• expect it
• keep you accountable for it
• … in the long run (consistency)

9. Sergios DimitriadisPhygital Authenticity Marketing
2. Who you are
Authenticity

10. Sergios DimitriadisPhygital Authenticity Marketing
2. Who you are
Authenticity
• brand / company identity & values
• actions – what you do

11. Sergios DimitriadisPhygital Authenticity Marketing
2. Who you are
Authenticity
• brand / company identity & values
• actions – what you do
not only in business,
but also
for social and other
public issues

12. Sergios DimitriadisPhygital Authenticity Marketing
2. Who you are
Authenticity
• brand / company identity & values
• actions – what you do
not only in business,
but also
for social and other
public issues
the degree to which a person’s actions are
congruent with his or her beliefs and desires,
despite external pressures to conformity (Wikipedia)
=

13. Sergios DimitriadisPhygital Authenticity Marketing
2. Who you are
Authenticity
• marketing principle of adaptation?
• chameleon vs authentic?

14. Sergios DimitriadisPhygital Authenticity Marketing
2. Who you are
Authenticity
• decide who you are
• be authentic
• expose your brand, company
• build on it

15. Thank you
to keep in touch: Sergios Dimitriadis