Phygital Isn’t the Answer. Strategy Is.
This article is a deliberate counterpoint to our earlier piece, “Phygital Experiences: How PR Bridges Physical and Digital in 2026.” Together, they reflect a reality most communications leaders face today: phygital is powerful, but only when strategy leads and experience follows. Phygital has become one of the most overused words in communications. Too often, it is treated as a shortcut to relevance rather than the outcome of clear strategy. The uncomfortable truth is this: most phygital campaigns fail. Not because the technology is immature, but because the thinking behind them is. AR filters do not fix weak narratives. Hybrid events do not rescue unclear positioning. Virtual experiences do not compensate for brands that lack meaning or momentum. In many cases, phygital simply amplifies confusion faster and at greater cost. There is also a fatigue that few are willing to admit. Audiences are selective. Not every interaction deserves immersion. Not every campaign warrants participatio...