Depok-Digital marketing is becoming one of the more popular promotional media. Business entities require the application of the right digital marketing strategy, especially in the targeted market segmentation. In 2030, it is estimated that the segmentation will shift to post-millennials, thus requiring the right digital marketingstrategy, especially for generation X and millennials. In-depth market research, which is usually done by generation X and millennials, becomes an opportunity and makes it easier for entrepreneurs to market their products. It was stated by Aldridge Christian, Digital & Brand Enthusiast, in the webinar “UI Digitalks: Boost Up Your Business with Digital Marketing” organized by students of the Tourism study program, Vocational Education Program, Universitas Indonesia (UI) on Saturday, May 25 virtually. This activity is an application of the Event Management course studied by Tourism Study Program students.
In his presentation, Al said that digital marketing strategy is very important to market a product today. Brand awareness needs to be built by a trading company to attract consumer interest in its products. “Consumers need to know why they buy a product. This is where the role of the seller is to introduce the benefits that consumers will receive when they buy the product,” Al explained.
(Photo: Al explains the projected market segmentation in 2030)
Reporting from GlobalWebIndex (2022), there are several reasons why the younger generation is important before buying a product, including: 1) innovative products (56%); 2) modern products (42%); 3) make the buyer feel valued (40%); 4) products for young people (38%); 5) products that support charity (33%); and 6) products that can enhance the reputation of its buyers.
Al also explained the difference between traditional marketing and digital marketing which is often done by various trading companies. “Traditional marketing is still being done by many companies, especially those that have had their target market for a long time. This can be done, but companies also need to use digital marketing methods to continue to develop their products. The combination of traditional marketing and digital marketing can be done so that the target market can also be introduced to this method along with technological developments,” explained Al.
(Photo: Al distinguishes between traditional and digital types of marketing)
On the same occasion, Galuh Chandra Kirana, S.Pi., Brand Owner @poupeepou, @deluna.skin, and @lamella.official were also present as speakers to share experiences in developing their entrepreneurial products. Kirana explained how important digital marketing is to build the character of a trading company, especially one that is still on a startup scale. “Of course, developing a business from scratch is not easy. We must know the right marketing strategy to continue to increase product sales. Some of the digital marketing methods that I have used are influencer marketing with Key Opinion Leader (KOL), affiliate marketing, social media marketing through Instagram Ads, Facebook Ads, and TikTok Ads, as well as social campaigns,” concluded Kirana explaining.
(Photo: Kirana describes the brand development that needs to be built in developing a brand)
Kirana also added that the benefits received in using a digital marketing strategy were numerous. She said, “The product that you want to market does have a relatively large cost, but the benefits received are more than the costs incurred. These benefits include brand awareness given to the target market up to the purchase of the product.”
