Google a “central mediator” in the online-to-offline economy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 30, 2020, 2:04 AM UTC

A cited Access Development survey found that “more than 90% of consumers make most of their purchases within 15 minutes of home or work.”

The author argues how Google is currently well positioned to benefit from the online-to-offline (O2O) economy given its ability to bridge physical and digital worlds through its products. Its products like Google My Business and Google Maps are critical in helping businesses attract local shoppers.

Here, local businesses must be understood as any that have transactions or selling happening in a physical space. The pandemic has encouraged consumer behaviour in which they purchase online but pick-up in-store on curbside.

Google’s products like Google My Business and Google Maps act as primary local data source and “digital fulcrum” here, respectively. With Google being the “central mediator” for integrated experiences, it holds a dominant position in the O2O economy.   

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