Digital Marketing Overview

Introduction

• Digital Marketing is a growing hype in the business world, especially post-pandemic.
• Not everyone understands Digital Marketing and its challenges.
• Presented by Iwan Setiawan in the first episode of ANALISIS.

Two Main Parts of Digital Marketing

1. Content Marketing

   • Focuses on creating, curating, distributing, and amplifying content on digital channels.
   • Key platforms:
     • Search Platforms (e.g., Google, YouTube)
     • Social Media Platforms (e.g., Facebook, Instagram, TikTok)

2. E-Commerce

   • Involves buying and selling processes on digital channels.
   • Final result of content interaction.

Content Marketing

• Definition: Utilizing content to promote or communicate products and services.
• Platforms:
  • Search Engines: Users know what they want to look for.
  • Social Media: Content triggers emotions and appears based on user interests.

Characteristics of Search vs. Social Media

• Search (User-Driven):

  • Content is longer, detailed, and timeless.
  • Tends to answer specific questions (e.g., "how to" guides).

• Social Media (Brand-Driven):

  • Content is shorter, trend-based, and often ephemeral (5-60 seconds in length).
  • Influences users without them actively seeking it.

E-Commerce

• Focuses on transactions and selling products.
• Types of E-Commerce:
  1. Marketplace:
     • B2C and C2C platforms (e.g., Tokopedia, Shopee).
  2. Direct-to-Consumer:
     • Brands sell directly through their own websites.
  3. Social Commerce:
     • Selling via social media (e.g., Instagram, TikTok).
  4. Conversational Commerce:
     • Selling via chat applications (e.g., WhatsApp, Line).
  5. Livestream Commerce:
     • Live product demonstrations where viewers can purchase directly.

Two Types of E-Commerce

1. Own Online Shop:
   • Focus on user experience and interface of the online shop.
2. Customer Interaction-Based:
   • Focus on interactions between buyers and sellers through social media, chat, or live events.

Challenges in Digital Marketing

• Growth vs. Reality:

  • 202 million internet users in Indonesia; 87% have shopped online, yet online sales only represent 5-10% of total retail sales.
  • Digital marketing spending is around 20-25%, while television dominates at 60%.

• Distractions:

  • Overwhelming content from various sources makes it hard for brands to stand out.
  • Focus on discounts and promotions leads to customer acquisition traps.

• Logistics Costs:

  • High shipping costs deter online shopping for low-cost items.

Conclusion

• Digital Marketing and E-Commerce are essential for brands entering the digital space.
• Future topics: Digital Transformation and its relevance to various companies.
• Upcoming episode will explore who should consider Digital Transformation.