Google uses the term "Physical Web" to describe this new connection between the physical world and the web, a web that is embedded in physical objects. And if it catches on, web-based marketing will become more about how the physical world reveals itself to us.
http://marketingland.com/with-the-physical-web-you-become-the-search-engine-165338?utm_content=buffer3e9fc&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer
Security guy, Bruce Schneier, is trying to coin World-Sized Web -- WSW for this.
https://www.schneier.com/blog/archives/2016/02/the_internet_of_1.html
Wasn't it called 'augmented reality' for a while. TBF that did sound a bit surreal. I guess they're slightly different things.