Pemasaran

Digital
DS. HIDAYAT
 • Digital marketing has revolutionised how companies
communicate with, listen to and learn from their
customers.
• The company has now diversified its marketing channels
Digital to target each different audience. In addition to
customer support, the new media provides company
Marketing and product news and food for thought to its customers
about digital business and digital life. In turn, they
enable the company to monitor and learn from fast-
shifting user conversations.
 • The internet has the ability to be a mechanism for the
interaction between the brand and the consumer.
• Three broad categories, corresponding to intensity of usage.
These digital consumers move with their experience curve to
a higher level of digital integration or intensity:
1. there are those consumers who use digital media as a
dominant force in their lives. These are considered
dominant digital consumers, and they are proactively
Digital looking to use the internet at every opportunity.
2. there are the majority of consumers, who are hybrid
Consumers users and will embrace good technological solutions if
they are presented and when they see ease of use and
benefit. These hybrid digital consumers take a functional
approach, whereby they use the internet to facilitate
perceived better outcomes for their lives.
3. the reluctant digital consumers are those who have to
use the internet but do not actively seek to use it in their
daily lives. These consumers are reluctant to change to
digital solutions unless they must.
 Psychographic Behaviour-based Segmentation

• Companies such as PricewaterhouseCoopers (PwC) have used psychographic behaviour-

based segmentation research to further analyse how groups consume online content. PwC
identifies six digital ‘personalities’ that are not age-based; rather, they are derived from how
consumers access the internet and how it impacts their lives:
• Cord cutter. Cuts ties with traditional forms of shopping and entertainment
• Financial services consumer. Is empowered and self-sufficient through digital access
• Reluctant digitist. Favours traditional methods over digital platforms
• Wellness connoisseur. Intertwines the path to purchase and the path to wellness
• Mobile consumer. Consumes aspects of life on the move
• Digital first-mover. Is more aggressive in adopting the latest digital trends.
 Distinctly Digital Consumer Elements

• The balance of power has shifted from the marketer to the consumer in a number of ways.
• Five differences as discussed above:
1. transparency of information (product, price and promotions)
2. personalisation and customization
3. loss of control over brand interactions
4. demand for individualisation of exchange
5. demand for relevant active interaction.
 Distinctly Digital Consumer Elements

• Touchpoints: The range of ways in which a consumer can interact with an organisation, offline
and online (e.g. in store, by telephone, website, email, social media).
• Empowerment: In the context of service delivery, allowing employees to make decisions
about how service is provided to customers.
• Transparency of information: The consumer is now empowered in many instances because of
their unprecedented access to information about products, prices and competition.
• Personalisation (customisation): Promotions, goods and services tailored for the individual
customer and which offer a competitive advantage. A benefit of the internet can include
heightened service or individualised offerings.
 Digital Channels
• There are now many
different touchpoints
through which
consumers can interact
with companies. The
conversation prism
shows how companies
can classify different
social media into
different ways of
engaging with
consumers.
 • Social customer service: The use of social media as a
customer service channel that is interactive, but only in a
reactive manner, to consumer queries.
• Co-creation: The involvement of various parties, particularly
consumers and an organisation’s employees, in the
production of marketing, advertising campaigns, new
product ideas or even new product development.
• search engine optimisation (SEO): Increasing traffic to
Digital websites so that they are ranked more highly by search
engines in organic or unpaid search results. This involves the
Channels use of keywords relating to the product and industry in the
website’s content and coding.
• Meta tag phrases (metadata): Hidden text that describes a
page’s content to help tell search engines what a web page is
about.
• Content marketing: The marketing technique of creating and
distributing valuable, relevant and consistent content to
attract and acquire a clearly defined audience, with the
objective of driving profitable customer action.
 • The changing role of traditional media, sales promotions and
retail, coupled with the new media of social, mobile and
online, has led to a different way of thinking about the
objectives of marketing communications using
• The 4E framework for social media:
1. Excite customers with relevant offers.
2. Educate them about the offering.
Social Media 3. Help them experience products, whether directly or
indirectly.
Marketing
 • Customer engagement is one of the buzz terms in
contemporary marketing. Marketers must try harder to
persuade people to buy their products, and to do this they
need to create content that potential customers find
exciting, educational or experiential.
• Excite the customer: Marketers use many types of content
on many types of platforms to excite customers. TikTok is the
latest social media platform to offer an advertising service
Customer for marketers who are trying to reach a younger audience
with exciting and entertaining branded videos.
Engagement • Educate the customer: When a potential customer arrives at
the website or store, the marketer has a golden opportunity
to educate them about its value proposition and
communicate the offered benefits.
• Experience the product: The site’s most useful contribution
may be the vivid information it provides about a firm’s goods
and services—how they work, how to use them and where
they can be obtained. YouTube and similar sites can come
relatively close to simulating real experiences.
 • Customer engagement, is different from communicating a
marketing message to customers. Engagement includes
listening and responding to consumers, involving consumers
and empowering consumers:
• Listening and responding. From a market research point of
view, companies can learn a lot about their customers by
listening to (and monitoring) what they say on their social
networks, blogs, review sites and so on. Customers appear
Customer willing to provide their opinions about just about anything,
including their interests and purchases and those of their
Engagement friends.
• Involving. For those companies taking social media
marketing to the next level, listening and responding are just
part of basic customer service. What about using the
interactive nature of social media to actively involve
consumers in marketing campaigns? Consumers trust
reviews from other consumers, rather than traditional
marketing messages, so it is very important for companies to
encourage consumers to post reviews.
 • Can companies go further again? There is such a thing as product
and service co-creation. We have all searched for the ‘Help’
sections on websites and been led to forums full of consumers
answering other consumers’ questions. Next time you have a
problem with your iPhone, the most likely help you will get will be
from the thousands of forum posts by other users. This is service
co-creation, where the company lets the consumer create the
level of customer service. This user-generated content means that
consumers are actively co-creating the knowledge, experience and
Customer overall service.
Empowerment • Product co-creation is different again. This is where companies use
social media to empower consumers to be part of the product
creation or even design phases. Obviously, this is reserved for the
most expert and influential consumers in the company’s field.
Some of the leading companies in the world involve their
customers in co-creation, such as DHL, Apple, Microsoft and
Google, all of which invite key users to beta test and provide
feedback on new products. None of these co-creation initiatives
would be possible without social media technology and the level
of engagement it allows.
 • Although many continue to access social media through
computers, the vast majority of people now use their
smartphone to connect with social networks such as
Facebook, Instagram and Snapchat.
• Several applications have been developed to better market
goods and services to mobile consumers, such as a few
types: price-check apps, fashion apps and location apps.
Going Mobile • Gamification: The process of building customer loyalty
through game-like design elements so as to create interest
and engagement.
• social CRM: The strategic use of the range of social media to
engage with customers and gather, manage and analyse
information on them with a view to building profitable
relationships.
 Customer Data Management
• Data drives modern marketing. As part of social CRM, each engagement with a consumer
creates data and this data should be gathered, analysed and used to inform future
engagement strategies.
• Just some of the questions that data from social media can answer include:
• Who is talking about us, and what are they saying?
• Who are our most influential consumers?
• What incentives encourage people to comment on or share our material?
• Where does our material get shared?
• Who are our competitors and their customers?
• What do consumers like and dislike about our products and services?
Customer Data Management

• Influence: In a social media context,

the extent to which a person
influences others (e.g. how much the
other people in a person’s network
read that person’s content).
 • Virtual worlds have been around for some time now. Examples
include Second Life, The Sims and vSide. Brands have been
investigating the potential for a higher level of interaction with
their consumers within these virtual worlds. For example, Adidas,
Nike, BMW, Sony, Cisco and IBM have been using Second Life for
some time to explore the potential implications of the 3D
experience and how that experience can be used outside virtual
worlds.
• How companies adapt to these changes to consumer self-concepts
The Future of will become critical to how they interact with customers. Further,
marketers have been exploring augmented reality (AR)
Digital Marketing opportunities where smartphones are used in the physical product
or package, which in turn gives an augmented 3D reality on their
smartphone, creating a distinct experience for consumers.
• More recently, advances in wearable technology have started to
fuse the concept of hardware wearable technologies with internet
technologies, taking the concept of physiological tethering to the
next level. This concept is also known as cyborg consumerism,
where we start to integrate our offline self-concept with our
virtual selves due to the physical and psychological tethering that
occurs when consumers use these technologies
Digital Marketing