Konsumen Indonesia: How Life

Changes After Digital? Exclusively

Formulated by

Harryadin Mahardika
Manusia Indonesia (Mochtar lubis,1977)

1. Hypocrite.
2. Reluctant and Irresponsible.
3. Feudalistic.
4. Superstitious.
5. Artistic.
6. Weak-minded.
Digital Consumer Cohort

Age: Age: Age: Age:

77 55 28 21
Generation evolvement in Indonesia (mahardika, 2014)

Angkatan ‘45 Angkatan ‘66 Oil Boomer Media Boomer

Born between 1900 - 1945 1946 - 1969 1970 - 1989 1990 – 2009

Age today 69 – 100 y.o. 45 – 68 y.o. 25 – 44 y.o. 5 – 24 y.o.

Historical event Colonialism era, Clash of ideology, Oil boom export, 98 crisis,
independence Soekarno, cold new order, media reformation era,
movement. war. controlling. media boom,
internet.
Advertising dominant TV, media cetak, TV, radio, internet, Internet, social Internet, social
touch points outdoor media cetak, media, TV, radio media, TV,
outdoor alternative media
Population 8 mio 45 mio 75 mio 90 mio
Generation evolvement in Indonesia (mahardika, 2014)

Angkatan ‘45 Angkatan ‘66 Oil Boomer Media Boomer

Response to digital Encounter  learn Encounter  Encounter  Encounter 
marketing learn  action engage  action engage  action
 share  evaluate 
share
Relationship with Adapting Working with Daily integration Native
technology
Desired product Specific benefit Total solution Long-term Networked
benefit relationship
Motivated by… Quality Style Innovation Creativity

Product should Satisfaction Status symbol Freedom Connection and

mainly offer … sharing
Generation evolvement in Indonesia (mahardika, 2014)

Angkatan ‘45 Angkatan ‘66 Oil Boomer Media Boomer

Self-concept Actual-self, ideal- Actual-self, ideal- Actual-self, ideal- Actual-self, ideal-
self, social ideal- self, social ideal- self, social ideal- self, social ideal-
self self self, virtual actual- self, virtual actual-
self, virtual ideal- self, virtual ideal-
self self
Key digital reference Family Family, peer Family, peer, virtual Family, peer, virtual
group community community
Key source of Manufacturer Manufacturer Search engine, Search engine,
information in website, seller website, seller social media, social media,
digital purchase website website, search messaging group messaging group,
engine special interest
website
Money orientation Save money, Spend on value Invest Enjoy while you
prepare for the can
worst
+ +
OVERVIEW of the drivers of change in Indonesia’s digital
marketing landscape
Digital marketing and social media marketing has been changed dramatically in
Indonesia. It started to get traction from enormous growth, specifically driven by e-
commerce and cheaper cost of data. Startup boom also help in increasing the number of
digital advertising.

Four Drivers of Change

Cost of Data Digital Ads is the New Startup Socmed as

Battleground Boom Engagement Center
Less expensive, getting
more cheaper, however The rise of e-commerce Startup spend on digital Socmed become main
not yet affordable for and OS spark campaign advertising. Targeting contact point between
most. or ads competition. new user. customer and company.

+ +
 Cost of Data

Less expensive, getting

more cheaper, however not
yet affordable for most
users.
Broadband cost: Low but still not affordable?
Mobile Enabled Data
2G vs 3G vs 4G
Media Reach: Internet on the Move
Internet Use per Age Group
TOP FOUR Digital Agency
Digital Ads is the New
Battleground

The rise of e-commerce

and Online Shop spark
campaign or ads growth.
Everyone start an Online Shop
Internet User > Online Shopper
E-commerce Outlook
Shopping Globally? YES
20 million Indonesian affluent consuming class are breaking away
from traditional attitudes and behaviors:

SEGMENTATION FRAGMENTATION

20
Online shopping in
Indonesia: Serving
consumer’s
shifting attitudes
and behavior
The growing importance of niche market

22
 Startup
Boom

Startup spend on digital

advertising. Targeting new
user.
TRAVELOKA (startup) tops Ads Expenditure
Growing
Mobile ads
spending

Source: Undisclosed mobile operator

“Indonesia (opco
A) emerging
middle class is
more digitally
active than other
consumer
groups”

Source: Undisclosed mobile operator

Most Succesful Digital Campaign: LINE AADC
Socmed as Engagement
Center

Socmed become main

contact point between
customer and company.
SOCMED Contact
Center: One of the Best in
the World
SOCMED Contact
Center: Facebook and
Twitter are Essentials
SOCMED Contact
Center: Facebook and
Twitter are Essentials
SOCMED marketing: Informal approach give more positive effects
SOCMED marketing: joke sells
SOCMED marketing:
joke sells
SOCMED marketing: joke + politeness
SOCMED marketing: no to dark jokes