Why We Should Move to Digital Marketing
Indonesia places 4th place with the highest population in the world. This data is based on the national census that held in 2017 with a population of 264 million, and according to survei penduduk antar sensus (Supas) 2015. in 2019 it is projected to reach 266.91 million people.
Looking at the results of a survey conducted Datareportal.com there were 175.4 million internet users in Indonesia in January 2020. The growth is increase by 25 million (+17%) between 2019 and 2020.
The number of users in the digital media in Indonesia has become an effective media machine, this has also succeeded in making companies interested in marketing through this digital world.
Evidently quoting the Chairman of the Indonesian Advertising Association (P3I) Corporate Development Association Janoe Arijanto “In 2013, digital media advertising spending was still below 5%, but now it has increased by 15 to 20%. Its advertising spending is through digital media,” he told Bisnis. Friday (12/14/2018).
This shows that the growth of the digital world is very increasing in Indonesia and the new creation industry is on the digital platform. Not only because the great amount of number, the advertising industry that has switched to digital platforms also has a number of advantages besides the use of advertising on conventional media.
Advertising on digital media is slightly different from advertising on conventional media. In advertising on conventional media, advertisements are like fishing nets thrown into the ocean. These advertisements will be published without a specific target market, according to advertisements that are broadcast to anyone without knowing the specific desires of each individual. While on digital advertising, advertisements are presented to the market like a fisherman with fishing rods that use special bait to fish from certain types sought by these fisherman. Advertising on digital media can be broadcast right on target with the needs of each user. This is because of the application of big data analysis to digital advertising media.
Big data can be used to carry out campaigns that are focused and on target. The workings of the application of big data analysis can be seen on a known social media platform, Facebook. This platform supports interests and user preference topics using the specific analysis they have. This is what makes use of the market to find out the needs and desires of consumers according to their respective interests. For example, a company engaged in the production of sports jersey will be directed to advertise to consumers with sports passion. This method, increase the chances of conversion in these ads.
Internet penetration figures shown in the results of the Indonesian Polling study in collaboration with the Indonesian Internet Service Providers Association (APJII), the number of internet users in Indonesia grew 10.12 percent. According to APJII Secretary General Henri Kasyfi, the survey involved 5,900 samples with a margin of error of 1.28 percent. This field data is taken from March to April 14, 2019.
Internet users who are getting bigger every year will make digital media as a medium that will be more needed in the advertising industry. However, according to market analysis, TV shows provide the most efficient performance in the advertising industry. However, quoting Howard Shimmel, Head of Research Turner Broadcasting said that digital media can only be used to compare TV coverage. Digital media is more effectively used to complement advertising efforts on TV.
The growing number of internet presentations supported and the development of digital infrastructure by the government will make the growth of digital media advertising become something significant in the future.
