With the fast-growing technology, we are more connected than ever. Data packages and smartphones are now more affordable and accessible, making communication literally just a few taps away. Based on a survey done in 2016, 51% of Indonesian population now use the Internet. Quite a significant increase in comparison to 2014, where only 34.9% of the population use the Internet. This change the whole landscape of marketing. Long gone are the impersonal marketing strategies through the likes of physical banners at a busy junction that have limited reach of audience. The internet has allowed brands to engage directly to its audience to market themselves.
WHAT DOES THIS MEAN FOR MARKETERS?
69.9% of Indonesia’s Internet users access the Internet on the go, anytime and anywhere they go. 97.4% of Internet user access social media on the daily basis, 54% of which visits Facebook, while 15% visits Instagram. This means that adapting marketing strategies with all the innovation in the digital world is no longer just an option for brands, it is a necessity.
ESTABLISH YOUR BRAND ONLINE
81% of consumers conduct an online research before making a purchase, that means brands have to make sure they have an online presence, which provides potential customers everything they need to know about your product and services. However, that’s not enough!, your website should also be accessible to your audience.
90.2% of Indonesia’s internet users use a monthly internet data package subscription. 67.8% of users use their smartphone to browse, and 66.6% of them use Google Chrome as a browser. Taking all that into consideration, brands should also make their website not only mobile-friendly, compatible with at least Google Chrome browser, and does not require a lot of data to access them.
A CHANCE TO REACH OUT AND INTERACT
By using social media and other platforms, brands can now have more reach to all potential customers nation wide. If brands can create relevant and interesting content, like an article, image, video, or even comments, their audience can react and engage with the content, which could lead to a site visit, and eventually a conversion. Every positive interaction between brands and their audience can increase in brand awareness, and conversion.
IMPROVE BRAND LOYALTY
Not only brands can advertise themselves to attract new customers in the digital world, brands can also nurture current customers and make them loyal. Brands who engage on social media channel can get higher brand loyalty from their customers. Based on a study in America, 53% of Americans who follow brands in social media are more loyal to those brands. Brands should create a strategic social media plan that can help customers become loyal.
Superbrands, who is always on the lookout for true and tested marketing strategies to effectively increase performance, have realized this shift in marketing landscape and have come up with programs in line with the innovation in the digital world to benefit its clients and members.