Understanding Digital Marketing
Digital Marketing is an activity in a business or businesses to market their products or services and promote the trademark through digital media, such as the Internet.
Internet users in the world continues to increase significantly, as well as internet users in Indonesia. According to a survey by Netizens dilaukan in 2013, noting that there are 74 million Internet users in Indonesia in 2013.
Increased Internet users occurred significantly and internet trend that seems to be a basic requirement makes digital marketing continues to grow and evolve, or in other words the trend of conventional marketing (off line) began to switch to digital marketing trends (online marketing).
Digital Marketing combines psychological factors, humanist, anthropology, and technologies that will become the new media with a large capacity,interactive and multimedia.
Some digital marketing activities including the Company's Website, Social Media, Online Advertising, E-Mail Direct Marketing and others.
Social Media Activation
The all-digital era, new forms of advertising is capable of attracting the consumer emotions and bring it into the conversation like a human. In order to build long-term relationships, the company realized that social media should be transformed from a product to a human being.
The Marketing 3.0 era, the company faced a holistic consumer has a mind, Heard, and spirit. On the other hand, the phenomenon of 'customer is king' is no longer valid. Consumers are asked to be treated like a human and as a friend. In essence, in the era 3.0 a brand are actively involved with customers with a more personalized approach.
Over time, the model changed from Marketing 1.0 marketing to Marketing 2.0, from product centric (that is sold is the technical quality of the glasses according to the manufacturer) to consumer-centric area (which is for sale is the quality of the glasses according to the consumer). Marketing 3.0 indicates that the company is not only the pursuit of profit alone, but also to participate in solving social problems. This situation forced many big companies to get involved in the conversation arena is built up through social media.
Social is now a significant investment for most brands. The heartbeat of social media is the consumer. Simply put, social media is about friendship and conversation. Research conducted Firefly Millward Brown highlights the need for a brand to gain the trust of consumers. Respondents express their distaste for the submission of a brand or company on social media and their desire for a brand or company is more relevant, transparent and behaves like a friend than a firm that 'merely' put forward a promotion or selling.
The composition of social media content should ideally carry the content is 40 percent or content engagement strategy that invites interaction comment, like and share, such as games, ask the opinion or opinions, motivational or inspirational quote, quizzes and more. 30 percent of the content to provide information and education, 20 percent carry the content or soft selling promotional strategy, remember only 20 percent! 10 per cent last is content filled by fans (user generated content). Companies that often fail in utilizing social media as a forum to communicate or get closer to consumers in general because the company is too heavily promoting or hard selling in social media ..
"Consumers want a conversation where brands listen to what they say. Not merely convey messages or advertisements regardless of what consumers think, feel and want, "said Rob Hernandez, Global Brand Director of Firefly Millward Brown, as quoted from Firefly.
Making brands such as 'human' emphasizes the importance of understanding that the followers, fans, and friends in the social media company you are more than just consumers. The key to making it work is to build interaction, understanding your customers and do not forget to increase the trust as the main thing in business. Most consumers purchase a product or service because they believe in a brand.
"Consumers do not like gimmicks and want companies to be honest about their products and services. They also want companies have a 'human face'. The biggest fear of consumers is a company wants to change the social media of the community into the market, "added Rob.
Consumers give an enormous influence on the survival of a business. When consumers read the content or ask something via social media, give an answer like an answer from a friend, instead of a computer or answers that tend to 'rigid'. If the company can apply this way, the company will not only make consumers buy a product or service, but they also will be a staunch supporter for your brand.
"Communicating with consumers today is just like a group of people engaged in a conversation at a cocktail party. Companies must know when the right time to enter the conversation and contribute to the conversation , "said Ron Faris, CMO of Virgin Mobile USA, as quoted from Digiday.
