Businesses should focus on combining the tangible with the digital in order to maintain visibility in the market and maximise value, according to Erik Jan Bijvank, co-founder of Fonk Mobile.
Presenting at NetProphet in Cape Town today, Bijvank argued maintaining a tangible aspect to mobile offerings is the way to succeed in the digital era, bearing in mind that customers still spend more on physical as opposed to digital products.
“We are all willing to pay more for things we buy in a physical store than we will pay for things in a digital store,” said Bijvank. “That’s why it’s all about your creativity, in how to create tangible magic in a digital era.”
He said brands must also maintain a physical presence to increase their visibility. By going digital, brands are losing their visibility in the physical marketplace. By having a tangible offering, companies can ensure their brands have a physical presence in commerce, allowing customers to physically experience the brand and products.
A tangible presence also enhances user experience, Bijvank said, allowing the user to engage physically with the product.
