[Gojek x Netflix: Bella Ciao, Knotty Payment!] 

Hello, Optimist People!

We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing

[Gojek x Netflix: Bella Ciao, Knotty Payment!] 

Using their latest innovative campaign, Gojek has successfully offered their payment method for the most widely subscribed streaming site, Netflix, through its E-wallet, Gopay. This makes it easier for people to get access to enjoy the highest quality movies without having to use a credit card. 

Besides this surprising collaboration, Gojek launched it interestingly. From a tutorial on how to order Go-food to an eerie encounter mbak ‘Kunti’, Jo and Jek have got your entertainment needs covered. 

Wait, who’s Jo and Jek anyways?!

Gojek uses these characters as a tool for advertising and marketing, and they’re sometimes interspersed with amusing storylines.  

The merger of the two resulted in ads that gave a lot of public curiosity. In one of their commercials, Jo played a role in Netflix’s popular serial concept, “Money Heist”. Then their Twitter accounts reciprocated each other in a casual language style discussing their ads implicitly.

In the persona factor, they combine Jo and Jek who are characters often featured by Gojek and Money Heist which is a popular Netflix series. They also answered netizens’ requests a few months ago as a form of netizen response. They took the concept of “Money Heist” because at that time the new season of “Money Heist” will be published. In the ads, they also slip dad jokes, or more commonly known as humor bapak-bapak. As a form of conversation, they reply to each other’s tweets which made many netizens also respond through the reply column.

In addition, another marketing strategy that people find interesting from this collaboration is the release date of the latest Money Heist season, which is already on air starting September 3, 2021. Three days before the new season of money heist, Gojek released an advertisement video about people’s urge to use Gopay as a payment method on Netflix. Then, 72 hours after the latest season releases, Gojek also uploaded a video ad containing a continuation of the story from the previous ad. What do you think? Will this strategy work to increase people’s interest in subscribing to Netflix?

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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.