South Africa, Nov. 28 -- In South Africa, where digital adoption accelerates daily, yet physical connection remains vital, phygital marketing represents the next frontier of brand experience. It's about merging the immediacy and trust of physical engagement with the precision and scalability of digital intelligence.

The result? Campaigns that build data-driven relationships that live far beyond the moment.

The connected consumer has no "online" or "offline" world

South Africans today shop and connect through blended worlds. They may discover a brand on TikTok, test it in-store, scan a QR tag to win a prize and later chat to customer service on WhatsApp.

This fluid movement between online and offline spaces demands a marketing mindset ...