Why In-Person Experiences Still Matter in a Digital-First World
By Skylar Maurice
RWMC Article
Many people communicate virtually.
This can be seen when having a conversation over the phone or being a part of a Zoom meeting.
However, in-person experiences are an important part of daily life. They help people develop connections that are not possible while virtual.
They can also help people become focused on things, including the purpose of an event. There are also several brands that have smoothly blended physical and digital involvement.
Virtual experiences can have constraints.
According to npu.co, a lack of focus can occur due to the ease of being able to be in a session while scrolling the internet or looking at an email.
This can cause information to be overlooked. Attention can be steered away from the conversation when screen-sharing, video, and muted microphone problems occur. The experience of the event is being processed through a device or what is occurring on the participant’s screen.
According to theresearchagency, an in-person experience can attract concentration. Virtual experiences allow people to gain information or finish a task.
This ease can result in people being distracted because they are in their typical area. An in- person experience can attract people away from their usual environment.
It can also lessen distractions. It makes people become more in the moment instead of just being occupied with tasks. It also creates a sense of things transpiring instead of just being preoccupied with a task.
In-person experiences can also generate shared energy.
This can be compared to a cinematic experience. When the audience reacts with laughter or apprehension, it is a joint response in the present moment and is something that can strengthen memory and importance.
This creates an environment where people acknowledge the responses around them. They are also part of the sentiment that is bringing them together.
An in-person experience helps people understand how an event should be interpreted. It can also help the event feel socially significant.
An example of a brand that effectively blended physical and digital engagement can be seen with Starbucks.
According to adrenalinex, Starbucks has an app where consumers can accumulate stars and free items. Customers can request an item such as a finished coffee that has several alterations.
This can be done by walking into the store and picking it up. The barista is able to create the coffee to the customer’s details through the digital marketing platform.
Starbucks added a comprehensive service of picking up orders by using the app. They also kept their trademark music and atmosphere that the shop is primarily known for.
Another brand that successfully blended physical and digital engagement can be seen with the Apple Store. Customers can schedule their appointments online for technical assistance or by using the app.
When customers enter the store, they can speak to a well-trained Apple Genius. An associate welcomes customers and resolves issues with their device by plugging it in. The store has the most current Apple products, but customers can come in for an in- person appointment.
Overall, in-person is still valuable in today’s world. Virtual experiences can have limitations.
These experiences have different benefits and help people gain connections that they would not have otherwise. There are also brands that have successfully combined physical and digital collaboration.
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