Combination Between Online and Offline Advertising
The COVID-19 Pandemic that has hit Indonesia in recent years has made a lot of changes in people's behavior. The most obvious change is the shift in shopping habits, from visiting stores/outlets to tapping the phone screens. This shift certainly makes the brand strategies change completely.
Many brands are turning around. Perhaps, those who previously had an agenda to advertise conventionally -- now switch to digital advertising, where data-wise, online shopping activities continue to grow rapidly. As explained by the Katadata Insight Center, where millennials (48%) are the generation who are most happy to shop online during the pandemic, followed by Gen Z (23%).
Recognizing this data, it is not surprising that brands focus on online advertising. However, the next question is, do all these efforts bring in leads that match their expectations? Or at least, worth with the budget that has been issued?
Understanding this concern, StratX conducted a brief desk research in which some of the interesting findings below seem needs to be discussed more deeply by the brand, so that advertising efforts are no longer in vain.
50% People in Asia-Pacific (APAC)
Will be Dominated by Millennial and Gen Z
The data above is one of the facts from consumer insights report provided by Google -- where the data can be one of the benchmarks for brands to prepare a communication strategy that suits their target audience. In the next few years, countries in Asia Pacific, including Indonesia, will be dominated by millennials and gen z. They have 2 interesting habits:
- They tend to choose to consume content in the form of videos
- They have the dynamic ways to do online shopping
From these two habitual insights, it is not surprising that millennials and gen z spend most of their time on digital activities. So, it feels right if the brand has a strategy to spend some certain amount of budget for online advertising.
In addition, from Think with Google -- an interesting report provided by Google, states that by 2021, at least 21 million Indonesians will turn into new digital consumers. This number is expected to continue to grow, so this is hope for brands to get more leads.
If digital activity is predicted to continue to grow, then -- is offline advertising still relevant? Having creative visual billboards are flop?
Offline Advertising, Still Relevant?
Behind the massive efforts of brands to do online advertising, is offline advertising no longer attractive?