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THE 19TH MIST

MIST is an international marketing conference, seminar, and training, that offers all necessary updates and insights from the marketing environment in the world. It is the biggest annual marketing event held by university student in Indonesia.

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OUR EVENT

Pre-event

This year, we collaborated with Young Leaders Indonesia National under McKinsey Indonesia in creating Jakarta UMKM Expo, which consists of Kampus UMKM and UMKM Expo

International Marketing Seminar

Our seminar sessions will focus on a riveting subtheme delivered by renowned experts in their fields. This seminar aims to provide exclusive marketing insights, which correspond to the 19th MIST’s grand theme.

Marketing Training

Expert training partners will explain materials concentrating on current marketing trends and necessary skills, followed by direct practice by participants and feedback from trainers.

Marketing Paper Research Competition

The most awaited annual Marketing Research Paper Competition that challenges outstanding international university students to research about certain companies that Is aligned with The 19th MIST's grand theme.

Ad-Campaign Competition

A competition that will challenge the creative minds of the delegates. Delegates will be assigned to plan a marketing strategy for businesses and directly implement them.

GRAND THEME

A NEW TAKE ON MARKETING: MOVING TOWARDS RESILIENCE IN FUTURE READINESS

The emphasis on change is paramount to adapting in the post-pandemic era, where people around the world have endured changes to their lives, resulting in massive shifts in expectations, priorities, and consumption patterns– even more radical, the way they perceive brands. Technological innovation has reformed today’s world, signaling a new consumer era, condensing several years of digital market evolution into a few months–transforming how the marketing world works at a breakneck speed.

Coupled with this, customers’ expectations of convenience, personalization and boundless connectivity are heightening. Therefore, responding and adapting, in the long run, won’t be enough. Businesses need to be able to be future-ready and predictive of trends. Providing convenience is more than a matter of speed– it’s truly about giving customers access to a seamless and effortless buying experience across all channels. The future is indeed rife with uncertainties and disruptions. With uncertainty creeping in, it is key for marketers to become resiliently future-ready.

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PAST PARTNER​

General Info:
publication@mist-febui.com

Partnership:
partnership@mist-febui.com

Location:

Management Student Society Office, Student Center Building, 2nd Floor Faculty of Economics and Business, University of Indonesia. Depok, Indonesia

The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.