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From “just watching” to “just bought” in 15 seconds.



From Social Scroll to Shopping Cart: The Way We Shop is Changing Thanks to Our Digital Lives!

 

In an era where a single swipe can lead to a purchase, the customer journey from awareness to conversion has undergone a significant transformation. Consumers, particularly those in Gen Z and Millennials, have moved away from the conventional marketing funnel. Micro-moments, peer dynamics, and integrated digital environments influence their behavior.

 

The Impact of TikTok

The process that previously required weeks of research, assessments, and site visits can now be accomplished in mere seconds via TikTok content or Instagram stories. Platforms such as TikTok have evolved beyond mere forms of entertainment; They have transformed into powerful search search engines. A 15-second product showcase or an exclusive behind-the-scenes glimpse can generate instant enthusiasm and prompt swift purchases.

 

Mutual Trust, Not merely Targeting

Nowadays, consumers value genuine advertisements more than those that are crafted. Conventional endorsements don't hold the same weight as peer referrals and recommendations, as well as micro-influencers and user-generated content (UGC). From first-click engagement to long-term loyalty, this trust factor determines everything.

 

The Emergence of Social Commerce Technology

Indonesia stands out as a leading nation in the realm of social commerce, with platforms like TikTok Shop and Instagram Shop seamlessly integrating entertainment and online shopping. This transition requires businesses to prioritize capturing attention rather than solely focusing on mathematical algorithms. Brands that excel in content-driven commerce, such as storytelling and live selling, secure a significant competitive edge.

 

The Implications for Students

At Raffles Jakarta, recognizing this transition is essential for students in Business and Fashion Marketing. Marketing has evolved beyond merely promoting products; it now focuses on igniting curiosity and fostering community engagement. Our students need to develop the ability to think as digital consumers and creators.

 
 
 

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