Digital innovations help businesses ‘go offline’
Companies have been emphasizing their online activity for too long; now, they need to think about the links between online and offline.
Consumers can undertake their entire purchase decision journey online, from gaining awareness via a YouTube pre-roll ad, to clicking to browse and comparing products on a website, right through to making a purchase, all in one sitting. Moreover, digital also allows consumer to express post-purchase experience by sharing a review. But simply “going online” is not enough.
While a decision-making journey may happen entirely online, other business processes, including logistics, physical stores and manufacturing, mainly remain in the offline world. To fully capture demand from digital, companies must close the gap between the online and offline ecosystems.
In Indonesia, there are many digital innovations that help companies and brands unite their online and offline ecosystems. E-commerce is a logistic company that specializes in bringing brands and retailers online to reach consumers offline. Google My Business, Facebook, and programmatic geo-targeting help SMEs get discovered online and drive footfall to cafes, restaurants and bars. These innovations are not only bridging online and offline, but they also allow companies and brands to quantify online activity and its contribution to meaningful business growth.