— The Interaction Between Online and Offline —
URL and IRL are not in an opposing relationship; they are entities that mutually influence each other. If either one is missing, the brand’s value cannot be fully conveyed.For example, imagine a certain restaurant goes viral on social media. Stylish photos and comments like “Absolutely delicious!” flood timelines, and the number of people following the URL to visit the official page spikes.
However, if the customers who actually visit feel that “the taste is average” or “the staff’s attitude is poor,” their expectations are betrayed in an instant, and the reputation collapses in a flash. Conversely, if the visitors are truly satisfied and have an experience that makes them think, “I want to go back!”, that joy is spread through SNS posts and word-of-mouth, rapidly increasing the value of the URL as well. 🍽️✨Case Study: Starbucks’ Strategy
So, what about Starbucks? The URLs of their official website and app function as windows for the latest product information, new drink introductions, and mobile ordering. In fact, the number of Starbucks app users is said to be over 31 million worldwide (as of 2023), making digital touchpoints an indispensable presence for the brand.However, that alone does not complete the brand’s appeal. What supports the value of Starbucks are real experiences: the comfortable space of the store, the aroma of coffee, and the hospitality of the staff. Only there is the feeling of “wanting to return” born, and by connecting this with the convenience of URLs and apps, the brand experience is further strengthened.
Related Article: starbucks.com “about Starbucks”The Complementary Relationship of URL and IRL
In this way, there is a structure of interaction where the URL complements the charm of the IRL, and the IRL enhances the value of the URL.-
URL (Online): Information gateway, convenience, spreading power
-
IRL (Offline): Experience, emotion, memory
-
Marketing connecting both: The key to building brand trust
No matter how much effort is put into digital measures, if it is not accompanied by real experiences, the essential value of the brand will not be conveyed. Conversely, when digital backs up real experiences, the brand grows sustainably stronger. 😊
Summary
How to connect online and offline. That is always the biggest key in marketing. A URL alone is insufficient, and IRL alone is insufficient. The “brand experience” is only completed when the two are multiplied together. (To be continued) 👉 You might also be interested in our past articles: The Formula for Advertising Success: Abstract × Concrete (Part 3) : The Seeds of Marketing 55