Businesses and brands must undergo digital transformation in order to keep up with evolving consumers and the devices and apps that shape their spending.
That is according to speakers at the Innovation Master Class hosted by Product of the Year in Sandton, north of Johannesburg Thursday.
The speakers from various role players across different industries have all highlighted the need to future proof businesses.
Those in attendance have heard that as the lines between the physical and digital worlds blur, or as one speaker said, ‘the space between bricks and clicks grows’ more narrow, businesses and brands must not just innovate their products, but also their processes.
Furthermore, not only must marketing campaigns prove trustworthy, they must also be worthy of likes and sharing.
While 92% of retail sales in the US still happening offline, the time consumers spend interacting online means that digital marketing influences cannot be ignored.
The so-called gamification of advertising online also means that brands are able to better interact with consumers in a fun and engaging way.
