Digital influence refers to the role that the digital medium plays in influencing purchasesirrespective of whether the purchase is finally made online or offline
There is no doubt that a digital tsunami is headed our way. About 650 million Internet users in India are expected to spend an average of two hours online every week by 2020. What generates a lot of debate, however, is whether this will translate into a sustainable top-line and bottom-line growth for companies. Even as billions of dollars are flowing into the country and cool sounding terms like “unicorns" being thrown around, many of us still recall the dot-com bust of 2001, where the conditions were ripe, but the business models flawed. Or closer home, the euphoria surrounding organized retail in the middle of the past decade came crashing down with the financial crisis by the decade-end. Added to them, some of the recent shutdowns, consolidation and down-rounds have thrown up fresh questions on sustainable business models once again.