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Digital & Creative Marketing
By:
Muhammad Dhafi Iskandar
Digital Marketing is the process of integrating platforms
and customers’ experience through a digital channel.
Digital marketing offers the prospect of increasing and
improving the interactions and relationships with current
and prospective customers through, for instance, social
networking sites, instant messaging systems and mobile
applications (apps).1
This kind of marketing differs from the traditional and conventional marketing in that it involves the
use of channels and methods that enable an organization to analyze marketing campaigns and
understand what is working and what isn’t which almost in real time.
Several Strategies that could be use are:
1. Media engagement, which allows you to have the ability to reach out to and get response
from a company or an audience. It is a two way communication which is quite fast and
effective to receive suggestions and inputs related to your products and services. The key
factor is to find the best media for your types of products and services.
2. Event and Community engagement, which is the same as the media
engagement in general. In details, It is about people who work collaboratively,
through inspired action and learning in order to create and realize their
common vision. This is not as simple and fast as media engagement, yet it leads
to stronger and long lasting relations.
3. Direct E-mail Marketing, is a format for email-based campaigns in which advertisements
are sent to a targeted list of recipients. The messages could be in the format of text, HTML,
or rich media. Certain elements could create different direct email marketing that prevent it
to be considered as spam or other less sophisticated email campaigns.
The sender may use customer segmentation techniques to ensure that the message is
appropriate for the group it wanted to sent, and use personalization techniques so the
recipient is addressed as an individual. It is wise to avoid the frontal methods for your
1 http://blogs.salford.ac.uk/business-school/digital-marketing-definition-relevance/
company promotion via e-mail, tips that are matchs with the market segment that you are
targeting could be providedalong with the company advertisement at the end of your e-mail.
The Base Of Your Data, Database
Database is a collection of information that is organized so that it can easily be accessed, managed,
and updated. It can be classified according to types of content: images, numeric, full-text, etc.
It is often used for marketing research and strategy making. It also easier and vital to chose which
methods are effective and which methods are not. In digital marketing, that are using websites,
social media, blogs, and other kinds of media, it is possible to get several information and statistics
for client’s location, age, media preference, occupation, etc, based on those who click on our link,
visits our website and watch our videos. Live video streaming is also a great way to broaden your
audience and to get the data of the spectators (mainly for their location) in order to receive
additional data.
Crisis & Business?
Crisis is an unstable or crucial time or state of affairs in which a decisive change is impending, which
is often considered as a bad thing for most people. However, there are also good points and
potential that we can grab from it. One of its opportunity is when you build a startups, since most of
your competitors will also do their business again from zero due to their difficulties and changes.
Curiosity Killed The Cat
It is an english idiom that is quite famous about how being
too curious can be dangerous, yet it is also very important for
marketing. Curiosity is the key and also the first step to make
them ‘want to know’, ‘check’ and ‘like’ your products or
services. If they already like and fell in love with the products
or services, then whatever happens, they will stick to it.
Relevant reason is also important as the beginning of
attracting costumers. Nevertheless, different people have
different perception of ‘relevant’.
Unique & Out-of-the-box
Learning from the example of ‘Freelancer.com’, They organized a logo
expose contest on video that is open for participants all over the world. The
benefit that its creates is a direct marketing from the participants and the
main cost is only for the prize is only USD 25.000 which is a lot cheaper
than to advertise using conventional method such as billboard.
The participants even
put the logo on one of
the iconic building in
their city in order to
win the main prize
which leads to a very
effective and eye-
catching advertisement.
Growth Hacking is a marketing technique developed by technology startups which uses
creativity, analytical thinking, and social metrics to sell products and gain exposure. Growth hackers
commonly use techniques such as search engine optimization, website analytics, and content
marketing which focus on low-cost and innovative alternatives with social media, viral marketing,
etc, instead of traditional marketing with radio, newspaper, television, etc.
By that definition, especially for some digital companies, growth division have replaced Marketing
Division because they think that it is more efficient, effective and could produce fresh and out-of-
the-box ideas.
Another things that should be noted in the digital marketing is to know your ‘Competitors Matrix’ in
order to create the best strategy for your Growth and Public Relation Initiative. It is a tool that
compares the firm and its rivals and reveals their relative strengths and weaknesses. The matrix
identifies a firm’s key competitors and compares them using industry’s critical success factors. The
analysis also reveals company’s relative strengths and weaknesses against its competitors, so a
company would know, which areas it should improve and, which areas to protect.
On the top row, you need to put the list of your company and the names of your competitors. Then
fill in the chart with the appropriate information for each company.
For example, if you own a Car Company, you might list the different services and products that you
provide and offer on parts and items, and then note how your competitors fail at these features.
Industry Information Our Car Competitor’s Car
Critical Succes
Factors Weights Rating
Weighted
Score Rating
Weighted
Score
Global
Expansion 0.11 3 0.33 2 0.22
Financial
Position 0.09 4 0.36 3 0.27
Growth 0.13 3 0.39 2 0.26
Asia Market
Share 0.15 4 0.6 3 0.45
Product
Quality 0.11 3 0.33 4 0.44
Costumer
Loyality 0.12 3 0.36 4 0.48
Model 0.09 4 0.36 3 0.27
Fuel Efficient 0.14 2 0.28 3 0.42
Management 0.06 4 0.24 3 0.18
Total 1 3.25 2.99
This matrix can be shared with customers as a sales tool, or you can develop it solely for in-house
purposes to keep winning and progressing on the market competition.
For further assistance & consultation, kindly contact:
Muhammad Ikhlas Modjo
P: +62 815 8200 890
Doddy Oktavianus Iskandar
P: +62 813 1835 9197
Dian Oktaviani
P: +62 816 184 7683
Disclaimer: this content is for general information purposes only, and should not be used as a
substitute for consultation with professional advisors
www.mimconsulting.co.id
Wisma Kodel - 11th floor
Jl. HR Rasuna Said Kav. B-4
Jakarta Selatan 12920
T: +62 21 5290 2028
F: +62 21 5290 2027
