Pakai Digital Marketing Sudah Wajib, Pahami Komponennya – ANALISIS #1
Digital Marketing has become a keyword and hype that is growing in the business world Especially since the pandemic, everyone is talking about Digital Marketing Unfortunately, not everyone understands what digital marketing is and what challenges must be faced when doing digital marketing I am Iwan Setiawan and this is ANALISIS In this first episode I want to discuss Digital Marketing in a simple way Digital Marketing in general can be divided into two big parts The first is Content Marketing and the second is E-Commerce In Content Marketing we talk about how to create, curate, distribute and even amplifying content on digital channels Meanwhile, when we talk about E-Commerce we are talking about the buying and selling process or the process of facilitating transactions in digital channels So one, Content Marketing is more about content or the message you want to convey Meanwhile, E-Commerce focuses more on buying and selling transactions which occurs as the final result of content interaction First, let’s discuss What is Content Marketing? Content Marketing is a process where we utilize a message or content to promote or communicate the product and the services that we have There are two big platforms that are often used to do Content Marketing The first is the Search platform or Search Engines And the second is the Social platform or Social Media On the search platform itself, the popular one we know there is Google and of course one of Google's flagship products is YouTube which is actually based on Google's Search Engine Meanwhile, on Social Media we know that the big player is Facebook who has Facebook and Instagram Facebook has now changed its name to Meta to accommodate the various platforms they have within their company Apart from that, there are also things that are on the rise, like TikTok, for example which is starting to be popular with younger people Search and Social have very different characteristics If we talk about Search what we do is answer questions that comes to the minds of our audience Now let's think about it first when we want to look for something in a search engine or Search Engine we already know what we want to look for We have a need I want to cook, I'm looking for a recipe I want to go on a trip so I look for tickets or I'm looking for inspiration on where to go So I already know exactly what I want to look for and if a brand or company wants to target an audience like me then they should be able to create content that answers the questions I’m looking for the answer to Meanwhile, on the other hand, Social focuses on triggering Emotions Previously there was no need for anything actually there was nothing at all that we wanted to look for
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but suddenly on our timeline in the feed from our social media suddenly given a content which is said to come from a certain algorithm Appearing from the history of the content we consume so far and then blasted or broadcast to us more or less similar content according to our interests and interests at that time This is a very different social approach with Search Engines so what is done is to trigger emotions Apart from that, we can say that Search to do Content Marketing it is User-Driven in nature because the first person looking for the content is the user concerned Meanwhile, we call Social Brand-Driven, because actually the brand that pushed the information without the user actually wanting to search With this difference then we can see very different content characteristics for Search Engine and Social Media In Search Engine, the content characteristics are usually it tends to be longer more detailed and more timeless So whenever many people will consume such content and very detailed usually the content is "how to" practical practices which tend to be longer and more detailed Meanwhile, if we talk about Social Media usually the content is short very byte size shorter ranges between 5 seconds, 10 seconds, 15 seconds or maybe the longest at best only 1 minute This content usually follows trends so sometimes it's trending, lots of people see it then in just one week no one is actually looking for that content anymore or interested in the content Its nature is come and go trending in nature So from the side of Social Media Usually the content is shorter and changing more every time a new trend emerges Second, now we discuss about E-Commerce or the aspect of the transaction itself Earlier we talked about the communication aspect aspects of how we reach customers or our consumers through communication messages If we talk now, the ending is of course that we want to sell Of course, the communication message are not only for building a brand or doing branding but in the end it has to come down to sales Because that is the second Digital Marketing element which is no less important than the first element earlier is E-Commerce E-Commerce itself has several groups I will take the simplest grouping and based on my experience Helping various clients and also help my various partners in doing Digital Marketing The first is usually the most popular which we know as Marketplace some are B2C meaning there is a platform
then big brands target consumers To become business to consumer Or there are C2C Marketplaces Or consumer to consumer small brands SMEs target consumer audiences And we see many examples of this such as Tokopedia, Shopee, and others This is an example of a Marketplace Then there are big brands who don't want to enter the Marketplace They have their own channel own digital channels Which we call a Direct-to-Consumer approach So they have their own E-Commerce Website so don't stick to a particular Marketplace And then they sell products owned by their company directly to consumers without going through other parties Like intermediaries for example a distributor or wholesaler This is a very focused approach on channel or in the shop itself Then there is another approach which I think is currently very trending namely Social Commerce namely selling via social media on various social media platforms Such as Instagram or TikTok Many people have started to take advantage of it to sell the products and services they have Apart from that, there are other variations of social commerce which is called as Conversational Commerce selling via chat application like Whatsapp for example or Line where we interact directly with customers who want to buy products and services then the seller can immediately offer the product to those who are interested via the chat application They go back and forth in conversation or talk until finally a sale occurs And currently there is another one that is very trending namely what is called Livestream Commerce Where many people are routinely every day at the same time do A live displays or demo of their products to their target audience while showing the characteristics of the product while explaining the advantages of the product and at that time the audience saw it live Can directly buy the product from the seller These are all other approaches of E-Commerce So E-Commerce doesn't just talk about Marketplace E-Commerce has many other approaches which I will discuss latter little by little in the next episodes I want to explain earlier that there are two types of E-Commerce there is an E-Commerce that focuses on its own shop its own online shop format like big brands that we know such as Tokopedia, Shopee, Blibli, JD.id and so on Focus on the existence of its own online store user experience and user interface are focused on the online shop itself Then the second part which previously included Social, Conversational, Livestream Commerce is the one that focuses on interaction with its audience interaction between buyers and sellers that's more important whether the form is through social media interactions interaction via chat or live stream interactions This is what we call E-Commerce whose basis is Customer Interactions These are all E-Commerce approaches that we need to understand together when we are committed to wanting to enter Digital Marketing So if you want your company or brand that you have to go into Digital Marketing practices must complete the application of Content Marketing and also no less important the E-Commerce side There are two big challenges of course when we want to do Content Marketing and E-Commerce and this I want to illustrate by showing somewhat contradictory statistics Many people say that Digital Marketing is inevitable they said it is already big in Indonesia but in reality it's not that big I want to show two types of statistics that are very contradictory The first Is there are more than 200 million internet users in Indonesia more precisely, 202 million Indonesians Has become an internet users or internet users 87 percent of the 202 million have shopped online so if I think about it it should be the amount of online purchases That's already big compared to total retail sales But it reality that you can see Online sales via E-Commerce that's only between 5 – 10 percent of total retail sales There are still many who buy through channels or conventional channels such as minimarkets, stalls, traditional markets, and others So even though the hype is very big this industry is actually still very young in Indonesia Our approach to E-Commerce Has not been able to push the total E-commerce transaction become more dominant than conventional transactions Not only that if we talk about so many internet users communication should be dominant In terms of marketing or marketing it should be dominated by Digital Advertising or Digital Marketing but it turns out Our largest total spending as marketing people is Still a lot of people running to television Total spending that runs to television as one of the main media for communication it is around 60 percent How many people are running into Digital Marketing? That's only around 20 to 25 percent So even though the impact is very big Actually digital marketing is still need to grow to be one of the dominant marketing approaches in various companies and industries This is the challenge which I think needs to be faced by Digital Marketers or marketers in general And we also have to be able to see This digital marketing as something That is challenging for us find the key in the future There are still several challenges related to Digital Marketing The first is when we talk about Digital Marketing There are many challenges or distractions that occur Imagine how many people content who is trying to reach us Every day how many incoming chats, how many incoming emails how many ads are trying to reach us on our social media feeds So many distractions so that when a brand or product wants to reach its target audience, they will get so much content At the same time.
To be able to get out of this cluster, to be unique inside Digital Marketing very difficult and very challenging Not only that if we ask, we do studies to people who are exposed to digital advertising we ask "What do you remember?" What most people remember are discounts or promotions what is remembered is the lower price All the current Digital Marketing approach unfortunately Too much focus on customer acquisition or customer acquisition So many people focus on giving discounts giving promotional vouchers And so on.
With The reason for increasing Customer Acquisition The long-term impact is Digital Marketing or E-Commerce is often considered as the place if I want to look for discounts So I just shopping if there is a discount on E-Commerce Finally there are bad habits that we create in the market digital that is, if it's not free shipping I don't want to shop on E-Commerce Automatically, a lot of big players in E-Commerce Must give free shipping, if not their sales will fall So this becomes a trap that traps approaches that focus too much on Customer Acquisition Apart from that, of course we know that Logistics costs are still very expensive in Indonesia We want to buy soap for 15 thousand The shipping costs or the postage is 10 thousand so it doesn't make sense to buy retail goods often by online instead of just stopping by conveniently to the minimarket which is 100 meters from my house buy the product then I can get it immediately without waiting to be sent the next day These are common challenges that we need to be aware of when we do Digital Marketing Hopefully this is useful for all Marketeers And in the next episode I will discuss it thoroughly, not only Digital Marketing narrowly but I will discuss about Digital Transformation Are all companies Obliged to carry out Digital Transformation? what companies are obliged and which companies shouldn't need to think too much about Digitalization in their business I will discuss that in the second episode of ANALISIS See you soon
