How is Estonia’s Digital Nation Status Powering the Next Generation of Online Promotions?

Estonia has put a lot of focus on going fully digital for the last few decades, and now it’s regarded as the world’s leading e-state. The country is fully online, with everything from national identification to residency certificates existing in the cloud. There have been innovative applications of technologies like blockchain as well, and the infrastructure is now in place to build on these foundations.

There are numerous ways that businesses have adapted to this digital revolution, with many finding inventive new ways to send online promotions. Other countries are likely to look at Estonia for inspiration as they evolve for the future as well.

Estonia One of the Leading Digital Countries

Estonia’s transformation into a digital society didn’t happen overnight. In fact, it has been in the making for years, with the government aiming to gradually move everything online. Now, nearly all public services are digital, including tax filing, health records, and business registration. This year, it achieved 100 percent digital government services as well, including complex processes such as filing for a divorce.

The technology behind this digital revolution has been the X-Road system, which is a secure data exchange layer that connects public and private registries. It enables data flows between institutions without centralization, and has more than 3000 services plugged into the network. Many Estonians have praised the transition, as it has allowed for frictionless transactions and fostered a high level of trust. Now, other countries are scrambling to catch up with Estonia by bringing in their own digital plans.

Myriad Ways for Businesses to Target People With Promotions

One of the best outcomes of the digital switch in Estonia has been the improved ways in which businesses can interact with their customers. The online world has been shaped on offers, with existing ones in most countries designed to appeal to as many people as possible. For example, the traditional casino bonus is similar across the board, with people expecting deposit matches and free spins. But now, with improved digital infrastructure, businesses can target people more easily and tailor their offers towards their needs.

One of the best things about the established system in the country is that businesses can use the national eID to ensure that only eligible users can get hold of their offers. The infrastructure is already trusted, so there’s a low cost to doing this. There’s also the potential for cross-sector promotions thanks to data sharing. That means that things like banks and transport companies can collaborate to come up with offers to suit their users. Another example is for hotels to partner with restaurants and cafes, where people who stay in their hotel can take advantage of discounts or cashback offers.

With everyone in Estonia behind the digital transformation and fully involved with it in many ways, businesses can easily market themselves to customers within this ecosystem. It brings about new opportunities for cross-promotion and verification, and will also allow for more bespoke offers in the future. This forward-thinking nation is setting the standard for other countries to follow.