If you want to start a business (startup), the important thing that needs to be designed besides the unique product is how to choose the marketing method that will be launched. In conventional marketing, we know advertising media such as newspapers, TV, radio, and billboards. However, to do branding through the advertising media it seems that it requires not a small amount of money.
Thanks to the internet and social media. Today we are familiar with digital marketing methods that make it easier for business pioneers to market their products more independently, creatively, and certainly more effective in budget spending.
The development of digital marketing in Indonesia is in line with the increasingly widespread internet access. Data from Group M last year stated that the number of active internet users is currently estimated to reach 50% of the total population of Indonesia or around 132.7 million users. One percent difference with the active social media users who have 49% or around 130 million.
So today we are watching the digital marketing era have found momentum. The internet has become a very potential market to explore, especially for startups. Because more and more people are using the internet for their daily needs, whether it’s for entertainment, shopping, studying, or paying bills.
If observed, digital marketing now seems to be the new norm. Both startups and old players inevitably have to follow the trend of digitalization if they want to keep up with today’s games. Brands are starting to actively create digital content and disseminate it through multi-platform social media, websites, Google Ads and other digital advertising media.
Entering the beginning of 2019, it seems that the campaign strategy has been carefully designed by your competitors. Surely you don’t want to be the last runner among other startup competitors right? This means that various success stories in working on marketing campaigns in the past year are not necessarily as successful as this year.
In this article, Bizinsight will summarize some of the trends that need to be known to design a digital marketing strategy this year.
1. User Segmentation
We know that half of Indonesia’s population now accesses the internet. However, are 132.7 million users all the potential leads to becoming our customers?
Someone said marketing without data is like driving with your eyes closed.
We want the marketing campaign launched on target to customers who do have an interest in the products we market. Therefore, to find out it requires customer segmentation.
In general, the internet presents tools that can be used to analyze potential leads and measure the extent to which the campaign reaches the right customers. You also definitely want maximum ROI (Return on Investment) from the campaign.
Telkomsel Digital Advertising, through its data processing unit, MSight, has grouped segmentation based on customer interest.
If your startup is engaged in information, for example, what is needed in your marketing strategy is mapping customers who have high intensity in accessing news and news streaming portals. So, your ad will be displayed on a number of news portals when customers surf using the Telkomsel network.
2. Maximizing Digital Content
As a new player, you need to introduce your brand identity to customers. The most definitive way in the digital era like today is nothing but making digital content. The content can be displayed in the form of videos, infographics, Q & A, podcasts, or writing.
Make sure you package it in a creative way so that it attracts the eyes of internet users to visit channels, social media, or blogs that you use as a promotional channel.
If you present content in written form, make a long narrative model that describes in detail the brand or industry you are in. The results of BuzzSumo’s analysis state that content with long narratives — for example, 2,000 characters — is more potentially viral than short content.
Unlike the case with videos that are indeed made with compositions that combine visual, audio, and text (messages) at the same time. So it does not need to require a long duration to present it as long as it is packed with interesting and creative.
However, keep in mind that the content you create must also meet essential targets in marketing such as brand awareness, increase visitor traffic, spur leads, or capture and retain customers.
Indeed, pioneering requires sacrifice. One of these sacrifices is in the form of a budget for promotion. The way that is proven effective for bringing customer enthusiasm is by giving a gift or giveaway. Prizes are stimuli that can increase visitors to your website as well as a way of branding that customers like.
You can hold a product prize quiz and at the same time ask them to fill out a form that will be useful for your mailing list needs. After the quiz is complete, you already have a list of customer email addresses that you can blast at any time with the latest newsletters or content.
4. Demographics of Data on Social Media Users
That said, social media is a representation of the current digitalization era. Everyone has its own euphoria on social media. Statista data processing agency predicts, in 2019 the total number of social media users will reach 2.77 billion. No doubt social media is the right place to promote your brand.
Don’t hesitate to issue a promotional budget on social media. However, you must first designate each content you want to publish on each platform. Mapping the characteristics of Instagram, Facebook, Twitter, Snapchat, or LinkedIn users must also be understood first.
Nearly every platform that is widely used for campaign agendas and promotions now has analytical features that can help your brand gain insight or data traffic in general. Snapchat with Snaplytics or Facebook, Twitter and LinkedIn that have their own analytics features.
It is important to understand that mapping the user characteristics of each platform will determine how you design the promotion strategy right in the future. The purpose of this mapping is not only to ensure your content is delivered to the right users from each platform, but also to generate leads while building your customer loyalty.
Maybe, on one platform there is minimal results, but on other platforms it is very maximal to invite leads. Then cross check your previous data campaign, maybe you generalize content on each platform. In order for your content to be more acceptable, you can use simple and short language on Twitter and play more on punchline. However, Instagram users and Facebook tend to prefer visual content rather than text strands.