Telkomsel: Winning your audience with digital marketing

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

[Telkomsel: Winning your audience with digital marketing]

Channeling throughout the shifting situation that occurred in 2020, where everyone relies on a different form of communication due to pandemic situation. Although we are slowly have arisen and adjusted to the unprecedented situation, we are currently facing the new challenge where we enter the new era of digitalization. Indeed, these recent trends will change the way we communicate and how digital marketing will evolve. However, advertisers should see the opportunity on towards maximizing digital communication through building emotional connectivity between the brand and targeted audience and continue to influence purchasing decision.

How? Within the competitive markets, the brand should focus on how to communicate the right message to the targeted audience. Identify the markets through certain factors from age, location and interest, to find out the right marketing narrative and precise moment to advertise the products and services. Understanding that situation, DigiAds as a digital advertising solution offers several services according to the brand needs. With more that 160 million active users and powered by Big data.

With smartphones as the center of the Telkomsel consumer, DigiAds are able to understand the audience through their demography, device, telco usage, location and mobility, browsing and app access and use of digital products. Furthermore, the technology behind DigiAds help to identify more than 50 interest segments towards Indonesian market, so brand will have the capacity to advertise in the right way to the right people with higher accuracy across Indonesia.

DigiAds services allowing many companies and SME to have a higher chance to promote their products and servies to the right audiences. With the diversity across Indonesian market, Telkomsel DigiAds are able to create relevancy to the audience and create personalization at scale through comprehensive data and insight, and it is proven to enhance marketing efficiency within different approach from several brands supported by Digiads.

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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.