A review of the transition from traditional marketing to phygital marketing in the sports industry

Abstract

Phygital marketing, a relatively new concept in marketing literature, has been accepted by sports businesses and consumer groups within the sports industry. The sports industry, where goods and services are intensively produced, is an important sector with a huge consumer and producer base with millions of users, viewers, fans and businesses. The marketing process of sports products has always been important for the industry. The technological developments and transformation of social networks that started all over the world after the 2000s have been rapidly reflected in marketing strategies within the sports industry. The sector first started to evolve from traditional marketing to digital marketing, and then from digital marketing to phygital marketing. This transformation has led to the formation of phygital marketing platforms that both consumers enjoy and manufacturers benefit from many advantages and promote and advertise their products in different ways. In this study, which compiles the transformation and change in marketing strategies in the sports industry, articles on phygital marketing published in the Scopus database after 2015 were compiled. Then, examples of phygital marketing in the sports industry were analyzed. This study is important in terms of understanding and spreading phygital marketing in the sports sector. As a result of the study, it was concluded that phygital marketing channels provide great convenience in reaching consumers and phygital marketing applications provide businesses with an advantage in the competitive environment. Phygital marketing strategies have the potential to offer great opportunities to sports businesses and other businesses that benefit from the sector in economic terms.

Keywords

• Traditional marketing
• digital marketing
• phygital
• phygital marketing
• sports product