# Infinity channel · Tech & Marketing Trends 2019 · Zorraquino > Where the physical and the digital converge. URL: https://www.zorraquino.com/en/trends/marketing-trends-2019/infinity-channel ![Infinity channel: Where the physical and the digital converge.](https://cdn.sanity.io/images/0w1142l8/production/e71a324299fd7028db19f211ec95826f004c368e-1600x898.webp/infinity-channel-where-the-physical-and-the-digital-converge.webp?w=1600&fit=max&auto=format&q=85) Trend 03 # Infinity channel 1. [Tech & Marketing Trends 2019Home](https://www.zorraquino.com/en/trends/marketing-trends-2019) 2. [Trend 01Instagramisation](https://www.zorraquino.com/en/trends/marketing-trends-2019/instagramisation) 3. [Trend 02Interactive streets](https://www.zorraquino.com/en/trends/marketing-trends-2019/interactive-streets) 4. [Trend 03Infinity channel](https://www.zorraquino.com/en/trends/marketing-trends-2019/infinity-channel) 5. [Trend 04Blockchain certification](https://www.zorraquino.com/en/trends/marketing-trends-2019/blockchain-certification) 6. [Trend 05Frictionless Data](https://www.zorraquino.com/en/trends/marketing-trends-2019/frictionless-data) 7. [Trend 06The rebirth of SEO](https://www.zorraquino.com/en/trends/marketing-trends-2019/the-rebirth-of-seo) 8. [Trend 07Optimise to the max](https://www.zorraquino.com/en/trends/marketing-trends-2019/optimise-to-the-max) 9. [Trend 08The age of moderation](https://www.zorraquino.com/en/trends/marketing-trends-2019/the-age-of-moderation) 10. [Trend 09Voice & UX writing](https://www.zorraquino.com/en/trends/marketing-trends-2019/voice-and-ux-writing) 11. [Trend 10Simplicity to the limit](https://www.zorraquino.com/en/trends/marketing-trends-2019/simplicity-to-the-limit) Infinity channel Where the physical and the digital converge. ## The digital in the physical What until recently was called omnichannel has this year started to be called "infinity channel". A new term to express that the integration between the physical and digital worlds continues. Connections offer infinite possibilities for development, in a dimension we are only now beginning to glimpse. More and more, brands and channels are discovering that the dichotomy between digital and physical makes no sense, that both must be thought of together, and that the possibilities of communicating with customers multiply if we consider everything as one reality with several dimensions. Examples abound in both directions: from analogue experiences that cannot survive without a digital complement to digital initiatives that only really take off when they add a physical complement. A universe of collaboration and continuity with unlimited possibilities. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Although "infinity channel" is just another name for "omnichannel", it highlights an interesting nuance: the universe of possibilities that comes from online/offline integration. 2. 02 It is about a balance (between digital and analogue, online and offline) that is still to be discovered, that will probably be dynamic and that will mean a lot of experimentation for brands. 3. 03 It is not only brands and channels that are exploring, but also users, who are trying to find their place. A designer's mindset can help find solutions in this environment. ## More on the trend ### References - [Olvídense de la omnicanalidad: estamos en el Infinity Channel](https://www.foodretail.es/retailers/ipsos-shopper-50-infinity-channel-omnicanalidad%5F0%5F1216678321.html) - [Amazon is opening a new store that only sells products with 4-star ratings...](https://www.theverge.com/2018/9/26/17907520/amazon-4-star-retail-store-new-york-soho) - [Así utiliza Zara la tecnología para mantenerse líder…](http://www.elmundo.es/tecnologia/2018/06/16/5b23f09dca474194538b4576.html) - [Así es el nuevo modelo de negocio de Inditex...](http://www.elmundo.es/economia/ahorro-y-consumo/2018/09/06/5b9020b646163f44158b45e0.html) Pages 46–78 of the report [![Blockchain certification: Transparency and reliability in blocks.](https://cdn.sanity.io/images/0w1142l8/production/f9dcf1e9b2d904d372c3ecc6f5acb455336bb069-1440x960.webp/blockchain-certification-transparency-and-reliability-in-blocks.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/marketing-trends-2019/blockchain-certification) Next trend · 04 [Blockchain certification](https://www.zorraquino.com/en/trends/marketing-trends-2019/blockchain-certification)