DataTren Internet dan Media sosial 2019 di Indonesia menurut Hootsuite. Rangkuman/resume data tren internet dan media sosial tahun 2019 di Indonesia: Total Populasi (jumlah penduduk): 268,2 juta (naik 1% atau sekitar 3 juta populasi dari tahun 2018) Praktisi, Konsultan, Pembicara: E-bisnis/Digital Marketing/Promotion/Internet marketing In2004, Dove provocatively widened the definition of beauty through its landmark Real Beauty campaign, challenging airbrushed stereotypes established by the personal care industry and rallying around the “real beauty” of women everywhere.Originally positioned as a functional soap brand, Dove’s campaign leveraged digital marketing to provide a new opportunity for social AnalisaE-Commerce Indonesia Tahun 2020. Pertumbuhan E-commerce Indonesia di Tahun 2020 yang meningkat cukup banyak dibandingkan 2019. 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Page created - November 11, 2019 La52cH1. Pemasaran digital secara sederhana dapat didefinisikan oleh Chaffey dan Ellis-Chadwick 2019 dan Piñeiro-Otero dan Martínez-Rolán 2016 sebagai upaya mencapai tujuan pemasaran melalui penerapan teknologi dan media digital. Kotler, Kartajaya, Setiawan 2017 dan menyatakan bahwa peran terpenting pemasaran digital adalah untuk mendorong tindakan dan advokasi serta hasil, sedangkan pemasaran tradisional fokusnya adalah memulai interaksi pelanggan. Laudon dan Trave 2021, Maingret 2021, Miles 2021, Turban, Whiteside, King, Outland. 2017, Strauss dan Frost 2014, Taken 2012, menjelaskan bahwa e-marketing, internet marketing atau yang biasa dikenal dengan digital marketing merupakan inti dari sebuah e-business, dimana perusahaan semakin dekat dengan pelanggan dan memahami mereka dengan lebih baik, menambah nilai suatu produk, memperluas jaringan distribusi dan juga meningkatkan angka penjualan dengan melakukan kegiatan e-marketing berbasis media digital seperti search engine marketing, online advertising dan affiliate marketing. Discover the world's research25+ million members160+ million publication billion citationsJoin for free BOOK CHAPTER BISNIS DIGITAL UU No 28 tahun 2014 tentang Hak Cipta Fungsi dan sifat hak cipta Pasal 4 Hak Cipta sebagaimana dimaksud dalam Pasal 3 huruf a merupakan hak eksklusif yang terdiri atas hak moral dan hak ekonomi. Pembatasan Pelindungan Pasal 26 Ketentuan sebagaimana dimaksud dalam Pasal 23, Pasal 24, dan Pasal 25 tidak berlaku terhadap i Penggunaan kutipan singkat Ciptaan dan/atau produk Hak Terkait untuk pelaporan peristiwa aktual yang ditujukan hanya untuk keperluan penyediaan informasi aktual; ii Penggandaan Ciptaan dan/atau produk Hak Terkait hanya untuk kepentingan penelitian ilmu pengetahuan; iii Penggandaan Ciptaan dan/atau produk Hak Terkait hanya untuk keperluan pengajaran, kecuali pertunjukan dan Fonogram yang telah dilakukan Pengumuman sebagai bahan ajar; dan iv Penggunaan untuk kepentingan pendidikan dan pengembangan ilmu pengetahuan yang memungkinkan suatu Ciptaan dan/atau produk Hak Terkait dapat digunakan tanpa izin Pelaku Pertunjukan, Produser Fonogram, atau Lembaga Penyiaran. Sanksi Pelanggaran Pasal 113 1. Setiap Orang yang dengan tanpa hak melakukan pelanggaran hak ekonomi sebagaimana dimaksud dalam Pasal 9 ayat 1 huruf i untuk Penggunaan Secara Komersial dipidana dengan pidana penjara paling lama 1 satu tahun dan/atau pidana denda paling banyak seratus juta rupiah. 2. Setiap Orang yang dengan tanpa hak dan/atau tanpa izin Pencipta atau pemegang Hak Cipta melakukan pelanggaran hak ekonomi Pencipta sebagaimana dimaksud dalam Pasal 9 ayat 1 huruf c, huruf d, huruf f, dan/atau huruf h untuk Penggunaan Secara Komersial dipidana dengan pidana penjara paling lama 3 tiga tahun dan/atau pidana denda paling banyak lima ratus juta rupiah. BISNIS DIGITAL Rosdiana Sijabat, Dr. Syamsuri, Ratih Pratiwi, Dr. Amruddin, Dr. Hasan, Umar Chadhiq, Muhammad Ricza Irhamni, Andi Hartati, Dr. Cand Aditya Wardhana, Acai Sudirman, Mochammad Faizal, ACPro, CSCU, ISM, MOS Andi Tri Haryono, Editor Harini Fajar Ningrum, Penerbit CV. MEDIA SAINS INDONESIA Melong Asih Regency B40 - Cijerah Kota Bandung - Jawa Barat Anggota IKAPI No. 370/JBA/2020 BISNIS DIGITAL Rosdiana Sijabat, Dr. Syamsuri, Ratih Pratiwi, Dr. Amruddin, Dr. Hasan, Umar Chadhiq, Muhammad Ricza Irhamni, Andi Hartati, Dr. Cand Aditya Wardhana, Acai Sudirman, Mochammad Faizal, ACPro, CSCU, ISM, MOS Andi Tri Haryono, Editor Harini Fajar Ningrum, Tata Letak Mega Restiana Zendrato Desain Cover Syahrul Nugraha Ukuran A5 Unesco 15,5 x 23 cm Halaman vi, 232 ISBN 978-623-362-397-1 Terbit Pada Februari 2022 Hak Cipta 2022 Media Sains Indonesia dan Penulis Hak cipta dilindungi Undang-Undang. Dilarang keras menerjemahkan, memfotokopi, atau memperbanyak sebagian atau seluruh isi buku ini tanpa izin tertulis dari Penerbit atau Penulis. PENERBIT MEDIA SAINS INDONESIA CV. MEDIA SAINS INDONESIA Melong Asih Regency B40 - Cijerah Kota Bandung - Jawa Barat i KATA PENGANTAR Puji syukur kehadirat Tuhan YME, karena atas limpahan ramah dan karunia-Nya, sehingga buku ini selesai disusun dan berhasil diterbitkan. Kehadiran Buku Bisnis Digital ini disusun oleh para akademisi dan praktisi dalam bentuk buku kolaborasi. Walaupun masih jauh dari kesempurnaan, tetapi kami mengharapkan buku ini dapat menjadi referensi atau bahan bacaan dalam menambah khasanah keilmuan khususnya mengenai ilmu Bisnis Digital. Sistematika penulisan buku ini diuraikan dalam duabelas bab yang memuat tentang Revolusi Industri Bisnis di Era Revolusi Industri Inovasi Bisnis, Sumber Daya Manusia dalam Bisnis, Mengelola Keuangan Bisnis, Etika dan Tanggungjawab Sosial dalam Bisnis, Kecerdasan Buatan dalam Bisnis, Tantangan dan Peluang Bisnis Digital Era Industri Strategi Digital Marketing, E-Commerce, Search Engine Optimization, serta bab terakhir yaitu mengenai Search Engine Marketing dan Tantangan Ekonomi Digital Indonesia. Ucapan terima kasih yang tak terhingga kepada seluruh pihak yang telah memberikan kontribusi dalam seluruh rangkaian penyusunan sampai penerbitan buku ini. Secara khusus, terima kasih kepada Media Sains Indonesia sebagai inisiator book chapter ini. Buku ini tentunya masih banyak kekurangan dan keterbatasan, saran dari pembaca sekalian sangat berarti demi perbaikan karya selanjutnya. Akhir kata, semoga buku ini bermanfaat bagi para pembaca. Januari, 2022 Editor iii DAFTAR ISI KATA PENGANTAR ........................................................ i DAFTAR ISI ................................................................. iii 1 REVOLUSI INDUSTRI ...................................... 1 Pengantar ............................................................. 1 Definisi dan Manfaat Industri ......................... 5 Komponen Industri ........................................ 8 Penerapan Industri pada Bidang Bisnis ........... 9 Tantangan dan Kebijakan Industri 14 Penutup ............................................................. 19 2 BISNIS DI ERA INDUSTRI ............................. 27 Industri Sebuah Era Baru ............................ 27 Tantangan dan Peluang di Era Industri Bagi Bisnis ......................................................... 28 Dampak Adanya Era Industri Terhadap Bisnis.................................................. 31 Faktor Transformasi Digital Elemen Industri dalam Mengatur Bisnis ...... 36 3 INOVASI BISNIS ................................................. 47 Inovasi – Definisi dan Konsep .............................. 47 Tujuan Inovasi .................................................... 50 Mengapa Inovasi Begitu Penting? ........................ 51 Pola Pikir yang Tepat untuk Inovasi ..................... 51 Berbagai Jenis Inovasi ........................................ 52 Mengelola Incremental Innovation dan Disruptive Innovation .................................... 57 Indikator Inovasi ................................................. 59 iv Innovation Circle ................................................. 60 Manfaat dan Sisi Negatif Inovasi Bisnis ............... 62 Bagaimana Membangun Budaya Inovasi ............. 62 4 SUMBER DAYA MANUSIA DALAM BISNIS ........... 69 Manusia dan Bisnis ............................................ 69 Urgensi Sumber Daya Manusia ........................... 70 Petani Penggerak Agribisnis ................................ 75 Karyawan dalam Perusahaan .............................. 78 5 MENGELOLA KEUANGAN BISNIS ....................... 85 Manajemen Keuangan Korporasi, Digitalisasi, dan Globalisasi Bisnis ...................... 85 Nilai Perusahaan ................................................ 89 Kinerja Keuangan ............................................... 93 Modal Ventura .................................................... 96 6 ETIKA DAN TANGGUNG JAWAB SOSIAL DALAM BISNIS ................................................. 103 Pendahuluan .................................................... 103 Relasi Bisnis, Perusahaan dan Masyarakat ........ 105 Pentingnya Etika dalam Berbisnis ..................... 109 Bisnis Memerlukan Etika .................................. 110 Prinsip Etika Bisnis .......................................... 111 Pentingnya Tanggung Jawab Sosial dalam Bisnis .................................................... 113 Prinsip-Prinsip Tanggung Jawab Sosial ............. 115 Aspek Regulasi Tanggung Jawab Sosial Perusahaan ...................................................... 116 Penutup ........................................................... 119 v 7 KECERDASAN BUATAN DALAM BISNIS ........... 123 Keadaan Kecerdasan Buatan dalam Bisnis ........ 123 Bagaimana Perubahan Cara Kerja Akibat Adanya Kecerdasan Buatan? .................. 126 Kecerdasan Kolaboratif Perpaduan Antara Kecerdasan Buatan dan Kecerdasan Manusia .... 129 Bagaimana Kecerdasan Buatan Mengubah Strategi? .......................................... 133 Masa Depan Sebuah Kecerdasan Buatan Hanya Membutuhkan Sedikit Data Tidak Perlu Lebih .. 136 8 TANTANGAN DAN PELUANG BISNIS DIGITAL ERA INDUSTRI ........................................... 141 Pendahuluan .................................................... 141 Marketing ................................................... 143 Tantangan Bisnis Digital ................................... 144 Peluang Bisnis Digital ....................................... 148 9 STRATEGI DIGITAL MARKETING........................ 157 Pengertian Digital Marketing .............................. 157 Pengertian Strategi Digital Marketing ................. 158 Metode Analisis Digital Marketing ...................... 161 Jenis-jenis Strategi Digital Marketing ................. 163 Optimalisasi Strategi Digital Marketing............... 165 10 E-COMMERCE ................................................... 175 Pendahuluan .................................................... 175 Perkembangan E-Commerce di Indonesia ........... 177 Komponen Bisnis E-Commerce .......................... 180 vi Mekanisme Pembayaran E-Commerce ................ 183 Metode Pembayaran E-Commerce ...................... 186 Keamanan Sistem E-Commerce .......................... 187 11 SEARCH ENGINE OPTIMIZATION........................ 193 Pendahuluan .................................................... 193 Riset Kata Kunci yang Tepat ............................. 196 On-Page SEO .................................................... 199 Off-Page SEO .................................................... 202 Mendaftarkan Website ke Search Engine ............ 203 Evaluasi ........................................................... 204 Penutup ........................................................... 207 12 SEARCH ENGINE MARKETING DAN TANTANGAN EKONOMI DIGITAL INDONESIA ... 211 Ekonomi Digital di tengah Krisis Pandemi Covid 19 ............................................. 211 Search Engine Marketing ................................... 213 Manfaat Penggunaan Search Engine Marketing SEM ......................... 215 Karakteristik dan Cara Kerja SEM ..................... 218 Manfaat SEM untuk Pengemangan Bisnis ......... 225 Kelebihan Penggunaan Strategi Search Engine Marketing SEM ......................... 226 Kekurangan Penggunaan SEM .......................... 228 157 9 STRATEGI DIGITAL MARKETING Dr. Cand Aditya Wardhana, Universitas Telkom Pengertian Digital Marketing Pemasaran digital secara sederhana dapat didefinisikan oleh Chaffey dan Ellis-Chadwick 2019 dan Piñeiro-Otero dan Martínez-Rolán 2016 sebagai upaya mencapai tujuan pemasaran melalui penerapan teknologi dan media digital. Kotler, Kartajaya, Setiawan 2017 dan menyatakan bahwa peran terpenting pemasaran digital adalah untuk mendorong tindakan dan advokasi serta hasil, sedangkan pemasaran tradisional fokusnya adalah memulai interaksi pelanggan. Laudon dan Trave 2021, Maingret 2021, Miles 2021, Turban, Whiteside, King, Outland. 2017, Strauss dan Frost 2014, Taken 2012, menjelaskan bahwa e-marketing, internet marketing atau yang biasa dikenal dengan digital marketing merupakan inti dari sebuah e-business, dimana perusahaan semakin dekat dengan pelanggan dan memahami mereka dengan lebih baik, menambah nilai suatu produk, memperluas jaringan distribusi dan juga meningkatkan angka penjualan dengan melakukan kegiatan e-marketing berbasis media digital seperti search engine marketing, online advertising dan affiliate marketing. Porter 2001 menyatakan bahwa pentingnya internet untuk strategi bisnis modern bukanlah apakah akan menerapkan teknologi internet, namun perusahaan tidak punya STRATEGI DIGITAL MARKETING 158 pilihan jika mereka ingin tetap kompetitif dengan menerapkannya. Perkembangan teknologi digital memungkinkan pelaku usaha untuk memasarkan produknya secara online dan juga melakukan transaksi melalui sistem pembayaran online e-payment. Perkembangan teknologi digital telah mengubah pemasaran UMKM yang semula dilakukan secara konvensional menjadi secara digital dengan memanfaatkan pemanfaatan media sosial dan pemanfaatan website dalam memasarkan produknya. Penggunaan media digital menjadi pilihan yang tepat bagi para pengusaha untuk mengembangkan bisnisnya. Kemudahan akses internet, keuntungan yang diperoleh menjadi lebih besar, biaya yang dibutuhkan menjadi lebih murah, dan jangkauan pasar yang lebih luas, menjadi alasan utama para pengusaha untuk memilih media digital sebagai solusi yang tepat dalam memasarkan produk dan layanannya Amalia, Widyakto, Prapti, 2021; Rizaldi dan Hidayat, 2020; Widiastuti dan Surendra, 2020; Soegoto dan Utomo, 2019; Febriyantoro dan Arisandi, 2018; Wardhana, 2015; Chaffey dan Patron, 2012. Pengertian Strategi Digital Marketing Amalia, Widyakto, Prapti 2021, Rizaldi, Margareta, Simehate, Hikmah, Albar, Rafdhi 2021, Chaffey dan Ellis-Chadwick 2019 menyatakan bahwa strategi digital marketing diperlukan untuk memberikan arahan yang konsisten untuk aktivitas pemasaran online organisasi sehingga aktivitas tersebut berintegrasi dengan aktivitas pemasaran lainnya dan mendukung tujuan bisnis secara keseluruhan. Chaffey 2020, Patrutiu-Baltes 2016. menyatakan bahwa strategi pemasaran digital memiliki banyak kesamaan dengan tujuan tipikal strategi pemasaran tradisional. Strategi digital marketing akan STRATEGI DIGITAL MARKETING 159 Sponder dan Khan, 2021; Chaffey dan Ellis-Chadwick, 2019 1. memberikan arah masa depan untuk kegiatan pemasaran digital 2. melibatkan analisis lingkungan eksternal organisasi, sumber daya internal dan kemampuan untuk menginformasikan strategi 3. menentukan tujuan pemasaran digital yang mendukung tujuan pemasaran 4. melibatkan pemilihan alternatif strategis untuk mencapai tujuan pemasaran digital dan menciptakan keunggulan kompetitif diferensial yang berkelanjutan termasuk perumusan strategi untuk mengatasi pilihan strategi pemasaran yang khas seperti pasar sasaran, penentuan posisi dan spesifikasi bauran pemasaran 5. membantu mengidentifikasi strategi mana yang bukan untuk dikejar dan taktik pemasaran mana yang tidak cocok untuk diterapkan 6. menentukan bagaimana sumber daya akan digunakan dan bagaimana organisasi akan disusun untuk mencapai strategi. Digital marketing merupakan strategi yang cukup potensial di Indonesia dalam menghadapi persaingan revolusi industri hal ini dikarenakan Indonesia berada pada posisi pertama pertumbuhan digital marketing mencapai 26%, yang kemudian disusul oleh India 20% di urutan kedua. posisi, kemudian Rusia, Thailand dan Meksiko. Pesatnya perkembangan digital marketing di Indonesia disebabkan oleh peningkatan populasi pengguna internet yang telah mencapai 265,4 juta orang atau melebihi hampir seluruh penduduk Indonesia Widiastuti dan Surendra, 2020. STRATEGI DIGITAL MARKETING 160 Perkembangan fitur periklanan di media sosial dan gaya belanja online juga menjadi faktor utama dalam meningkatkan bisnis berbasis digital Teachfor, 2019; Soegoto dan Utomo, 2019. Porter 2001 mengemukakan bahwa internet dan era digital telah meningkatkan pentingnya strategi dan mendorong bisnis untuk berhati-hati dan fokus ketika mengembangkan strategi mereka. Pertumbuhan penggunaan media digital dan teknologi digital akan membuat lebih sulit dalam menciptakan dan mempertahankan keunggulan kompetitif. Porter 2001 menyatakan enam prinsip yang dapat membantu mempertahankan posisi strategis yang khas yaitu 1. Mulailah dengan tujuan yang tepat yang didasarkan pada nilai ekonomi riil. 2. Tentukan proposisi nilai yang unik, namun yang penting adalah dapat disampaikan. 3. Lakukan sesuatu secara berbeda dengan membuat rantai nilai yang khas. 4. Bersiaplah untuk membuat pertukaran dan menyesuaikan aktivitas perusahaan untuk mengungguli pesaing. 5. Membuat terobosan baru yang dilakukan oleh perusahaan di mana pun berada dengan memanfaatkan sumber daya yang tersedia. 6. Mendirikan kontinuitas. 7. Keputusan perencanaan mengikuti posisi khusus yang ditetapkan oleh tujuan awal. STRATEGI DIGITAL MARKETING 161 Metode Analisis Digital Marketing SOSTAC Situation analysis, Objectives, Strategy, Tactics, Actions, and Control yang digagas oleh Smith merupakan salah satu metode analisis dalam digital marketing yang digunakan dalam perancangan sistem digital marketing. Sponder dan Khan, 2021; Amalia, Widyakto, Prapti, 2021; Chaffy dan Ellis-Chadwick, 2019; Chaffey dan Smith, 2008 menjelaskan arti dari setiap tahapan sebagai berikut 1. Situation Analysis. Tahap pertama dalam menerapkan kerangka rencana digital marketing adalah menganalisis situasi yang merefleksikan tentang faktor-faktor yang mempengaruhi organisasi baik internal maupun eksternal. Analisis situasi mencakup analisis konsumen, SWOT khusus internet, aspek lingkungan mikro seperti pelanggan, pesaing, dan saluran digital, dan aspek lingkungan makro. 2. Objectives. Tahap kedua dalam menerapkan kerangka rencana digital marketing adalah perusahaan memfokuskan pada tujuan dengan 5S Sell, Serve, Sizzle, Speak, Save yang ingin dicapai melalui strategi yang akan dirumuskan yang mencakup visi untuk saluran digital, dan tujuan numerik yang spesifik untuk saluran digital seperti proyeksi volume penjualan dan penghematan biaya. 3. Strategy. Tahap ketiga dalam menerapkan kerangka rencana digital marketing adalah menetapkan strategi yang merupakan cara perusahaan untuk mencapai tujuan yang telah ditetapkan yang meliputi segmenting, targeting, positioning STP, pengembangan proposisi termasuk elemen bauran pemasaran, dan customer relationship management CRM. STRATEGI DIGITAL MARKETING 162 4. Tactics. Tahap keempat dalam menerapkan kerangka rencana digital marketing adalah menetapkan taktik yang merupakan turunan rinci dari strategi. Taktik mencakup alat khusus yang digunakan untuk mencapai tujuan pemasaran digital. Untuk mencapai tujuan ini, perusahaan dapat menggunakan Bauran Pemasaran 4P maupun 7P yang berfokus pada atribut utama yaitu Product, Price, Place, Promotion, People, Process, dan Physical Evidence, customer relationship management CRM, pengalaman pelanggan customer experience, dan komunikasi digital. 5. Actions. Tahap kelima dalam menerapkan kerangka rencana digital marketing adalah perusahaan mewujudkan rencana dalam bentuk tindakan yang terukur yang mengacu pada rencana tindakan, manajemen perubahan, keterampilan manajemen proyek, dan modifikasi peran dan struktur organisasi. 6. Control. Tahap keenam dalam menerapkan kerangka rencana digital marketing adalah perusahaan memantau dan mengukur kinerja pada setiap tahapan pertama hingga kelima. Kontrol melihat penggunaan informasi manajemen termasuk analisis dan pelacakan web untuk menilai apakah tujuan strategis dan taktis tercapai dan bagaimana perbaikan dapat dilakukan untuk meningkatkan kinerja. STRATEGI DIGITAL MARKETING 163 Gambar SOSTAC Kerangka Strategi Digital Marketing Sumber Chaffey dan Smith 2012 Jenis-jenis Strategi Digital Marketing Chaffy dan Ellis-Chadwick 2019 menyatakan berbagai jenis strategi digital marketing sebagaimana diuraikan sebagai berikut STRATEGI DIGITAL MARKETING 164 Tabel Jenis-jenis Strategi Digital Marketing Strategi Digital Marketing Proposisi pelanggan baru produk dan harga Fitur situs baru atau komunikasi online lainnya yang terkait langsung dengan penawaran produk atau layanan baru yang akan menghasilkan pendapatan Bank memperkenalkan produk baru yang membutuhkan kuotasi berbeda Penerbit memperkenalkan layanan perbandingan harga Akuisisi pelanggan atau pemasaran strategis Proyek strategis yang dirancang untuk meningkatkan kemampuan dan memberikan teknik pemasaran online yang berbeda yang bertujuan untuk menarik pelanggan baru Pemasaran konten Pengoptimalan mesin telusur SEO Bayar per klik PPC Pemasaran afiliasi Agregator Konversi pelanggan dan strategi pengalaman pelanggan Investasi dalam fitur pelanggan baru yang dirancang untuk melibatkan audiens dan meningkatkan rasio konversi dan nilai rata-rata pesanan Fungsionalitas baru, misalnya toko online baru; special fungsionalitas, misalnya pemeriksaan stok Strategi yang bertujuan untuk meningkatkan pengalaman merek pelanggan Terapkan toko online Pembayaran yang aman Perkenalkan ulasan dan penilaian pelanggan Kemampuan merchandising untuk menawarkan promosi yang disesuaikan Alat interaktif untuk membantu pemilihan produk Panduan pembeli Pengembangan pelanggan dan strategi pertumbuhan Investasi untuk meningkatkan pengalaman dan penyampaian penawaran produk dan layanan kepada pelanggan yang sudah ada Rekomendasi produk dan layanan untuk yang sudah ada bagi pelanggan secara personal Strategi kontak email yang berfokus pada STRATEGI DIGITAL MARKETING 165 Strategi Digital Marketing perjalanan pelanggan dan tingkat kesadaran merek Komunitas, media sosial, blog atau untuk mendorong advokasi dan pembelian ulang Media sosial, konten pemasaran atau sosial bisnis Media sosial yang dapat mendukung akuisisi, konversi dan retensi. Strategi bisnis sosial yang lebih luas juga mencakup peningkatan produk dan layanan CRM atau personalisasi Manajemen konten Peningkatan kinerja manajemen informasi dan sistem analisis web Meningkatkan fasilitas umpan balik pelanggan Sumber daya dan strategi pengelolaan Perubahan manajemen pemasaran dengan fokus pada media dan teknologi digital Perubahan proses Pengembangan keterampilan Struktur tim Sumber Chaffy dan Ellis-Chadwick 2019 Optimalisasi Strategi Digital Marketing Beberapa langkah untuk mengptimalisasi strategi digital marketing Wardhana, et al, 2021; Sponder dan Khan, 2021; Pelsmackera, Van Tilburgb, Holthofb, 2017; de Castro, 2020; Christina, Fenni, Roselina, 2019; Soegoto dan Utomo, 2019; Wardhana, 2015 yaitu 1. Menetapkan hirarki tujuan bisnis yang meliputi tujuan bisnis, tujuan pemasaran, dan Key Performance Indicators KPI pemasaran. Tujuan bisnis meliputi peningkatan pangsa pasar, peningkatan penjualan, pengenalan produk baru, dan perluasan pasar baru. Tujuan pemasaran meliputi konversi makro seperti penyelesaian pesanan produk, pendaftaran berlangganan, pengisian formulir aplikasi, daftar kontak, pengisian formulir kontak, STRATEGI DIGITAL MARKETING 166 dan panggilan telepon. KPI pemasaran meliputi konversi mikro seperti klik-tayang iklan, unduhan, aksi sosial, daftar email, permintaan panggilan balik, waktu yang dihabiskan di situs, dan proses check out. Penetapan tujuan yang baik meliputi a. Dimulai dengan desain hirariki tujuan organisasi dari yang unit tertinggi hingga unit terendah dalam organisasi yang dijalankan secara konsisten b. Tujuan yang ditetapkan harus membuat karyawan mampu mencapainya dan bertujuan untuk menjadi lebih baik c. Tujuan yang ditetapkan harus realistis dalam hal sumber daya internal organisasi dengan juga memperhatikan peluang, ancaman, dan kendala eksternal d. Tujuan yang ditetapkan harus mempertimbangkan konsepsi kreatif dari berbagai alternatif dan efektivitas relatif dan biaya masing-masing e. Tujuan yang ditetapkan harus diketahui oleh setiap karyawan sehingga mereka memahami tujuan dan bagaimana mereka berhubungan dengan tujuan yang lebih luas dari keseluruhan bisnis f. Tujuan yang ditetapkan harus secara berkala dipertimbangkan kembali dan didefinisikan ulang dengan memperhitungkan perubahan kondisi dan dampak yang menguntungkan dari tujuan organisasi 2. Menganalisis pasar dengan menggunakan analisis SWOT dan PESTEL agar benar-benar memahami pasar dan target konsumen dan memiiki wawasan STRATEGI DIGITAL MARKETING 167 luas tentang target pasar utama seperti rentang usia, kesukaan dan ketidaksukaan, atau jenis halaman dan merek apa yang mereka ikuti di media sosial dengan mengembangkan wawasan pasar yang lebih mendalam melalui pemilihan bauran pemasaran digital dengan lebih baik dan mengarahkan anggaran ke saluran pemasaran yang paling relevan. 3. Memahami persona pembeli buyer persona sebagai target konsumen yang akan dibidik oleh perusahaan. Persona pembeli adalah representasi umum dari pelanggan ideal perusahaan karena persona pembeli memungkinkan perusahaan untuk melihat produk atau layanan perusahaan dari sudut pandang mereka, membangun persona untuk target konsumen utama perusahaandapat membantu dalam meningkatkan cara perusahaan untuk memecahkan masalah bagi pelanggan mereka. Persona terbaik dibangun berdasarkan penelitian dan survei aktual serta wawancara dari target konsumen perusahaan yang harus dipastikan seakurat dan gunakan informasi yang diperoleh tentang konsumen perusahaan dari penelitian sebelumnya, dari analitik web perusahaan, atau dari kueri email sebelumnya yang dimiliki oleh perusahaan. Data persona pembeli seperti latar belakang pekerjaan, latar belakang pendidikan, jenis kelamin, status pernikahan, jumlah anggota keluarga, rentang usia, golongan pendapatan, tujuan utama melakukan pembelian, tantangan atau kekhawatiran utama yang dirasakan ketika proses keputuasan pembelian, alas an menyukai dan tidak menyukai produk dan layanan perusahaan, solusi yang ditawarkan perusahaan untuk mengatasi kendala yang dihadapi konsumen, dan lain sebagainya. STRATEGI DIGITAL MARKETING 168 4. Segmentasi pelanggan dan analisis konversi. Mirip dengan riset persona pembeli, kemungkinan perusahaan memiliki beberapa segmen pelanggan dengan profil dan kebutuhan dan keinginan mereka sendiri yang unik. Segmentasi pelanggan meliputi apa yang konsumen inginkan dari produk dan layanan perusahaan? apa kebutuhan mereka? apa yang perusahaan ingin mereka lakukan? konten apa yang mungkin memberi mereka apa yang mereka butuhkan dan dapat meyakinkan mereka untuk melakukan apa yang perusahaan inginkan? apa yang dapat mengubah opini pelanggan terhadap produk dan layanan perusahaan? seperti apa kesuksesan itu? Apa KPI pemasaran perusahaan? Semakin banyak yang diketahui tentang target konsumen perusahaan, maka semakin perusahaan dapat menetapkan target konsumen yang disesuaikan dengan pesan dan komunikasi perusahaan kepada segmen konsumen yang berbeda. 5. Analisis pesaing. Manfaat melakukan analisis benchmark pesaing agar perusahaan tidak melewatkan sesuatu yang dilakukan pesaing yang mungkin menjadi ancaman bagi bisnis perusahaan dan yang mungkin mencuri lalu lintas traffic dan konversi dari perusahaan. Data pesaing yang dibutuhkan oleh perusahaan meliputi laporan tahunan pesaing, profil pesaing, brosur produk pesaing, siaran pers pesaing, artikel media yang diterbitkan pesaing, ulasan pelanggan pesaing, platform media sosial yang digunakan pesaing, situs web pesaing, setiap aktivitas pay per click PPC pesaing, istilah pencarian utama yang pesaing gunakan di mesin pencari search engine. Beberapa pembelajaran penting yang dapat diambil oleh perusahaan seperti apa yang pesaing lakukan dengan STRATEGI DIGITAL MARKETING 169 baik yang dapat ditiru oleh perusahaan? apakah pesaing memiliki audiens yang terlibat pada media sosial? apa yang pesaing lakukan yang menarik bagi audiens? apakah situs pesaing mudah diakses dan mudah digunakan? apakah pesaing menampilkan konten dan informasi dengan cara yang lebih sederhana dan up to date? 6. Analisis peringkat posisi asset digital perusahaan di pasar. Dalam menganalisis aset digital perusahaan sendiri dapat dikelompokkan ke dalam tiga kategori media digital yaitu kategori media digital yang dibayar oleh perusahaan, media digital yang diperoleh oleh perusahaan, dan media digital yang dimiliki oleh perusahaan. a. Media digital berbayar adalah media digital yang digunakan perusahaan dengan membayar untuk beriklan di saluran pihak ketiga seperti Facebook Ads, Google Ads, Insta Ads, dan lain sebagainya. b. Media digital yang diperoleh adalah media digital ketika pengguna atau audiens membagikan konten perusahaan secara sukarela melalui postingan mereka, menyebarkan berita dari mulut ke mulut word of mouth/ WOM, mendiskusikan merek, produk, atau layanan perusahaan baik secara negatif maupun positif. c. Media yang dimiliki oleh perusahaan adalah aset digital atau platform yang dimiliki oleh perusahaan, dibuat oleh perusahaan, dan kendalikan oleh perusahaan. Aset digitalyang dimiliki biasanya adalah situs web atau blog merek perusahaan dan saluran media sosial seperti YouTube, Facebook organik, Instragram organik, Twitter, SnapChat, Pinterest, Whatsapp Business, Tik Tok, dan lain sebagainya. STRATEGI DIGITAL MARKETING 170 7. Menerapkan pemasaran konten yang merupakan praktik membuat dan berbagi konten yang berkualitas tinggi, menarik, dan relevan untuk menarik, melibatkan, dan mengkonversi pengunjung. Pemasaran konten merupakan komunikasi antara merek perusahaan dengan pelanggan melalui cerita yang bertujuan untuk membangun hubungan jangka panjang dengan pelanggan saat ini dan calon pelanggan dengan menyediakan konten yang bernilai dengan tujuan membangun kepercayaan, kesadaran, dan keterlibatan pelanggan melalui berbagai saluran channels dalam bauran pemasaran digital digital marketing mix. 8. Melakukan pengukuran. Untuk memastikan praktik terbaik best practices dari strategi pemasaran perusahaan yang dapat dioptimalkan dan pada akhirnya berhasil dalam memenuhi tujuan bisnis perusahaan, maka perusahaan perlu melakukan analisis data Chaffey dan Patron, 2012 seperti dengan Google Analytics maupun dengan berbagai teknik pelaporan dan analisis lainnya Sponder dan Khan, 2021 untuk meningkatkan wawasan dan memastikan perusahaan mengetahui di mana kesenjangan gap yang terjadi dalam strategi pemasaran perusahaan sehingga perusahaan mampu mengidentifikasi masalah yang terpenting atau krusial yang terjadi dan mengambil berbagai langkah untuk mencari solusi terbaik guna menyelesaikan masalah tersebut. STRATEGI DIGITAL MARKETING 171 Daftar Pustaka Amalia, Farah., Widyakto, Adhi., Prapti, Rr. Lulus. 2021. Digital Marketing Strategy on Agricultural Product. Economics & Business Solutions Journal, 51, 29-45 Febriyantoro, M. T., Arisandi, D. 2018. Pemanfaatan Digital Marketing bagi Usaha Mikro, Kecil, dan Menengah pada Era Masyarakat Ekonomi Asean. JMD Jurnal Riset Manajemen & Bisnis Dewantara, 12, 61–76 Chaffey, D., Ellis-Chadwick, F. 2019 Digital Marketing Strategy, Implementation and Practice. Boston Pearson Chaffey, Dave. 2020. Digital Marketing Strategy. Smart Insights Marketing Intelligence. Chaffey, D. & Patron, M. 2012. From Web Analytics to Digital Marketing Optimization Increasing the Commercial Value of Digital Analytics. Journal of Direct, Data, and Digital Marketing Practice, 141, 30-45 Chaffey, D., Smith, P. 2008. E-marketing Excellence. Butterworth Heinemann Christina, Imelda Debby., Fenni., Roselina, Devia. 2019. Digital Marketing Strategy in Promoting Product. Management and Entrepreneurship Trend of Development Issue, 410, 58-66 de Castro, Charles Alves. 2020. A Proposal Digital Marketing Strategy for Marcheluzzo Srl Training and Evaluating a Prediction Model for the Number of Adv. Impressions. Journal of Marketing Management, 81, 55-72 Kotler, P., Kartajaya, H., and Setiawan, I. 2017. Marketing Moving from Traditional to Digital. Hoboken, NewJersey JohnWiley& Sons, Inc Laudon, Kenneth., Trave, Carol. 2021. E-commerce 2021-2022 Business, Technology. Society. London Pearson STRATEGI DIGITAL MARKETING 172 Patrutiu-Baltes, Loredana. 2016. Inbound Marketing - The Most Important Digital Marketing Strategy. Bulletin of the Transilvania University of Braşov, 958, 61-68 Maingret, François. 2021. Ecommerce 101 All You Need to Start and Grow a Successful Online Business. Paris Afnil Miles, Jason G. 2021. E-Commerce Power How the Little Guys are Building Brands and Beating the Giants at E-Commerce. New York Morgan James Publishing Pelsmackera, P., Van Tilburgb, S., Holthofb, C. 2017. Digital Marketing Strategies, Online Reviews and Hotel Performance. International Journal of Hospitality Management, 72, 44-55 Piñeiro-Otero, Teresa., Martínez-Rolán, Xabier. 2016. Understanding Digital Marketing-Basics and Actions. Switzerland Springer International Publishing Porter, M. 2001. Strategy and the Internet. Harvard Business Review, March, 62-78. Rizaldi, Arjuna., Hidayat, H. 2020. Digital Marketing Communication Strategy. Jurnal Entrepreneur dan Entrepreneurship, 92, 101–110 Rizaldi, A., Margareta, F., Simehate, K., Hikmah, Albar, Rafdhi, 2021. Digital Marketing as a Marketing Communication Strategy. International Journal of Research and Applied Technology, 11, 61-69 Soegoto, E. S., Utomo, A. T. 2019. Marketing Strategy through Social Media. IOP Conference Series Materials Science and Engineering, 623, 32-40 Sponder, Marshall., Khan, Gohar F. 2021. Digital Analytics for Marketing Mastering Business Analytics. Milton Park Routledge Strauss, J., Frost, R. 2014. E-Marketing. New Jersey Pearson Education, Inc. STRATEGI DIGITAL MARKETING 173 Taken, Smith K. 2012. Longitudinal Study of Digital Marketing Strategies Targeting. Journal of Consumer Marketing, 292, 86-92 Teachfor. 2019. Tahun 2019, Indonesia Memiliki Potensi Yang Pesat Dalam Dunia Digital Marketing. Retrieved December 13, 2021, from Turban, Efraim., Whiteside, Judy., King, David., Outland, Jon. 2017. Introduction to Electronic Commerce and Social Commerce Springer Texts in Business and Economics. London Pearson Education Wardhana, Aditya, et al. 2021. Penerapan Teknologi Informasi Di Berbagai Sektor. Bandung Media Sains Indonesia Wardhana, Aditya 2015. Strategi Digital Marketing dan Implikasinya pada Keunggulan Bersaing UKM di Indonesia, Proceeding Forum Keuangan Dan Bisnis, 327–337 Widiastuti, Erni., Surendra, Arya. 2020. Digital Marketing Competitive Superior Strategy in the Industrial Revolution Jurnal ManTik, 42, 1469-1475 STRATEGI DIGITAL MARKETING 174 Profil Penulis Dr. Cand Aditya Wardhana, Penulis merupakan dosen tetap Universitas Telkom. Penulis menyelesaikan studi Sarjana Ekonomi SE di prodi Manajemen Universitas Padjadjaran pada tahun 1997. Kemudian, penulis menyelesaikan studi Magister Sains MSi di prodi Manajemen Universitas Padjadjaran tahun 2003 dan Magister Manajemen MM di prodi Manajemen Universitas Pasundan tahun 2012. Saat ini penulis sedang melanjutkan studi Doktor Ilmu Manajemen di Prodi Manajemen Universitas Pasundan. Penulis memiliki kepakaran di bidang manajemen sumber daya manusia, manajemen pemasaran, dan manajemen strategik. Penulis memiliki pengalaman praktisi pemasaran di Citibank dan Human Resource Development, ISO Auditor, General Affairs, dan Logistic di PT Perusahaan Gas Negara Tbk serta sebagai konsultan di beberapa BUMN seperti Surveyor Indonesia, Badan Klasifikasi Kapal Indonesia, Pertamina, BNI 46, PTPN VIII, Biofarma, serta pada Kementerian Koordinator Perekonomian RI dan Kementerian Perhubungan. Sebagai dosen tetap di Universitas Telkom, penulis juga aktif melakukan berbagai penelitian terindeks Scopus dan Sinta dan menulis lebih dari 75 buku dalam bidang manajemen sumber daya manusia, pemasaran, keuangan, penganggaran, strategik, audit, pendidikan, teknologi informasi, sistem informasi manajemen, model bisnis, hukum bisnis, perilaku konsumen, perilaku organisasi, bisnis internasional, metode penelitian, etika bisnis, dan bisnis ekspor impor. Penulis memiliki Sertifikasi Penulis Buku Non-Fiksi dari Badan Nasional Sertifikasi Profesi BNSP RI. Email Penulis adityawardhana Ivan ArmawanHeri Pratikto Sopiah SopiahSudarmiatinThe decline in public buying interest has an impact on all business sectors in Indonesia, including MSMEs. During the Covid19 pandemic, Regency MSMEs still use conventional systems, so new breakthroughs are needed to increase turnover and unlimited marketing so that MSMEs can survive and advance. Digital marketing activities are promotions and market searches through online digital media, one of which is social networking facilities. The purpose of this research is to broaden the knowledge and skills of digital marketing, especially social media, in micro, small and medium enterprises MSMEs to increase sales turnover. Participants are MSME Regency Balikpapan city; the method used in this activity explains digital marketing materials, share experiences and discussions, and the implementation of social media applications. This study indicates that the use of social media that is often used is Facebook in displaying business profiles by and WhatsApp WA by 50%, Instagram IG by and others by 25 % for product promotion. Based on the research results on the use of applications in pandemic that is ride 12,5%, Permanent 37,5% and doen 50%. MSME actors have not maximally used social networks, especially YouTube, to promote their RizaldiH HidayatThe purpose of this research is to see how digital marketing strategies can affect the increase in sales and number of customers. The method used to support this research is descriptive qualitative method by collecting data through literature study in order to describe the elements that exist in a digital marketing strategy in depth. The results of this study show that the development of information technology is necessary for the community to support a variety of business activities both large and small. one of them is using digital marketing in the marketing system of a business unit to increase sales volume and the number of consumers that affect competitiveness in global competition. It is because technology will facilitate human work in meeting their needs related to the development of business units. Charles Alves de CastroThis research aims to describe a digital marketing strategy elaborated to be deployed in the Marcheluzzo Srl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the company, documents provided by the organization and internet sources. Finally, the proposal digital marketing strategy was validated through a prediction model using machine-learning system via Python and its tools. The result of the prediction model was addressed and analyzed based on linear regression and correlation matrix methods confirming the efficacy of the proposal strategy, consequently the reliability of the prediction model. Note Journal of Marketing Management, June 2020, Vol. 8, No. 1, pp. 55-72, ISSN 2333-6099Online, Copyright © The Authors, All Rights Reserved, Published by American Research Institute for Policy Debby ChristinaFenniDevia RoselinaA rapid internet development and its function has become one of the most important technologies in the world since it is very influential for human life. Considering this, one of the paid television companies makes an integrated marketing communication using internet as a tool for promoting its product. This study aims to know the role and strategy of various digital marketing channels, including website, search engine marketing SEM, online PR, display advertising, email marketing and social media marketing in promoting product. The methodology is descriptive qualitative using interview and participant observation. The data were collected through documents and literature which related to digital marketing. This study found that digital marketing strategy has important role in promoting product. The whole digital marketing strategy, either in its planning, implementation, or evaluation, has its own uniqueness. It showed that digital marketing strategy has been run well within the company. Eddy Soeryanto SoegotoA T UtomoSocial media networks or new media are one of the most widely used communication media by all people or the wider community today. The purpose of this study is to analyse marketing communication through social media. This research used descriptive method, to present a complete picture of the situation related to several situations of variables examined. The results revealed that marketing communication using social media has an effect on consumer interest in buying goods offered through social media such as marketing conducted by Instagram social media most frequently visited by people today. This study discusses the marketing strategies that are involved in social media instagram. These results make social media one of the suitable media to deliver a marketing communication. So that this marketing technique is expected to help online sellers in managing their business. This marketing technique has more real time advantages in serving customers to invite more customers to develop online businesses that have been built. Katherine Taken SmithPurpose The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation. Design/methodology/approach Data were collected over a three‐year period 2009 to 2011 by surveying Millennials at a prominent southwest US university. Findings Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews. Practical implications By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews. Originality/value Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this RizaldiF MargaretaK SimehateA A RafdhiDigital marketing is a strategy that is quite impactful to increase the number of consumers in the organic fertilizer business sector in an era like today. The purpose of this research is to analyze the marketing strategy of organic fertilizers and the increase in the number of consumers. The research method used was escriptive methods, namely data collection and questionnaires. Methods of data collection carried out by observation, interviews and literature study. The questionnaire was used in analyzing consumers who use organic fertilizers on chilies. The results of this research show that digital marketing as marketing communication is useful in increasing selling power and promotion. This study discusses the use of digital marketing in marketing communications and whether consumers prefer organic fertilizers or Trio Febriyantoro Debby ArisandiTeknologi saat ini terus berkembang dan manfaat penggunaan internet terasa bagi para pemakainya. Beberapa orang merasa ketergantungan dengan adanya internet, termasuk aktivitas Usaha Mikro Kecil dan Menengah UKM dalam memanfaatkan teknologi informasi untuk menjalankan usahanya khususnya pada era Masyarakat Ekonomi ASEAN MEA. Tujuan penelitian ini secara umum mendeskripsikan dampak digital marketing terhadap volume penjualan bagi pelaku UMKdi kota Batam. Penelitian ini berjenis kualitatif, dengan menggunakan model triangulasi, yang menggabungkan metode wawancara terstruktur, wawancara mendalam dan observasi terhadap pelaku UMKM yang terdaftar aktif di Dinas Pemberdayaan Masyarakat Pasar – Koperasi dan Usaha Kecil dan Menengah Kota. Dari hasil penelitian diketahui bahwa digital marketing memudahkan pelaku UMKM untuk memberikan informasi dan berinteraksi secara langsung dengan konsumen, memperluas pangsa pasar, meningkatkan awareness dan meningkatkan penjualan bagi pelaku is a complete update of the best-selling undergraduate textbook on Electronic Commerce EC. New to this 4th Edition is the addition of material on Social Commerce two chapters; a new tutorial on the major EC support technologies, including cloud computing, RFID, and EDI; ten new learning outcomes; and video exercises added to most chapters. Wherever appropriate, material on Social Commerce has been added to existing chapters. Supplementary material includes an Instructor’s Manual; Test Bank questions for each chapter; Powerpoint Lecture Notes; and a Companion Website that includes EC support technologies as well as online files. The book is organized into 12 chapters grouped into 6 parts. Part 1 is an Introduction to E-Commerce and E-Marketplaces. Part 2 focuses on EC Applications, while Part 3 looks at Emerging EC Platforms, with two new chapters on Social Commerce and Enterprise Social Networks. Part 4 examines EC Support Services, and Part 5 looks at E-Commerce Strategy and Implementation. Part 6 is a collection of online tutorials on Launching Online Businesses and EC Projects, with tutorials focusing on e-CRM; EC Technology; Business Intelligence, including Data-, Text-, and Web Mining; E-Collaboration; and Competition in ChaffeyMark PatronThe use of web analytics to improve online marketing dates back to the 1990s when the first web analytics systems were developed. Yet, recent research suggests that many companies are failing to utilize core web analytics best practices and are therefore not getting the potential return from web analytics that they could. This paper reviews the opportunities for companies to better apply web analytics to improve digital marketing performance. An approach is defined to create a strategy to improve the value contributed by web analytics. The paper describes techniques that can be used to set up a digital marketing optimization programme, including a review of how people, process, measures and tools can be AmaliaAdhi WidyaktoRr PraptiLulusAmalia, Farah., Widyakto, Adhi., Prapti, Rr. Lulus. 2021. Digital Marketing Strategy on Agricultural Product. Economics & Business Solutions Journal, 51, 29-45 This page contains all the data, insights, and trends you need to help you understand how people in Indonesia use connected devices and services in find our complete Digital 2022 report on Indonesia in the “full report” section below, but let’s start by taking a look at the essential headlines for digital adoption and use in Indonesia this population in 2022Indonesia’s total population was million in January show that Indonesia’s population increased by million + percent between 2021 and percent of Indonesia’s population is female, while percent of the population is the start of 2022, percent of Indonesia’s population lived in urban centres, while percent lived in rural gender data are currently only available for “female” and “male”.Indonesia’s population by age The median age of the population in Indonesia is additional context, here’s a look at how the population in Indonesia breaks down by age group percent of Indonesia’s population is between the ages of 0 and percent of Indonesia’s population is between the ages of 5 and percent of Indonesia’s population is between the ages of 13 and percent of Indonesia’s population is between the ages of 18 and percent of Indonesia’s population is between the ages of 25 and percent of Indonesia’s population is between the ages of 35 and percent of Indonesia’s population is between the ages of 45 and percent of Indonesia’s population is between the ages of 55 and percent of Indonesia’s population is aged 65 and percentages may not sum to 100 percent due to use in Indonesia in 2022There were million internet users in Indonesia in January internet penetration rate stood at percent of the total population at the start of analysis indicates that internet users in Indonesia increased by million + percent between 2021 and perspective, these user figures reveal that million people in Indonesia did not use the internet at the start of 2022, meaning that percent of the population remained offline at the beginning of the issues relating to COVID-19 continue to impact research into internet adoption, so actual internet user figures may be higher than these published numbers suggest see here for further details.For the latest insights into internet adoption and use around the world, follow our regular Global Statshot global see how Indonesia’s current “state of digital” compares with connectivity in other countries by reading our flagship Digital 2022 Global Overview Report, which includes hundreds of slides of global digital data, and our in-depth analysis of what these numbers might mean for you. Internet connection speeds in Indonesia in 2022Data published by Ookla indicate that internet users in Indonesia could have expected the following internet connection speeds at the start of 2022Median mobile internet connection speed via cellular networks fixed internet connection speed data reveals that the median mobile internet connection speed in Indonesia increased by Mbps + percent in the twelve months to the start of Ookla’s data shows that fixed internet connection speeds in Indonesia increased by Mbps + percent during the same media statistics for Indonesia in 2022There were million social media users in Indonesia in January number of social media users in Indonesia at the start of 2022 was equivalent to percent of the total population, but it’s important to note that social media users may not represent unique individuals see our detailed notes on data to learn why.Kepios analysis reveals that social media users in Indonesia increased by 21 million + percent between 2021 and fresh insights our handy social media overview page helps you stay up to date with social media trends, offering essential headlines for social media adoption, as well as the latest user figures for the world’s most widely used social media users in Indonesia in 2022Data published in Meta’s advertising resources indicates that Facebook had million users in Indonesia in early Meta made important changes to the way its advertising resources report audience reach data at the end of 2021 – including making significant revisions to its base audience data for Facebook – so the figures shown here are not directly comparable with figures published in our previous reports. To learn more about these changes, please see this article, as well as our comprehensive notes on company’s revised audience figures mean that Facebook’s ad reach in Indonesia was equivalent to percent of the total population at the start of Facebook restricts the use of its platform to people aged 13 and above, so it’s also worth highlighting that percent of the “eligible” audience in Indonesia uses Facebook in additional context, Facebook’s ad reach in Indonesia was equivalent to percent of the local internet user base regardless of age in January the start of 2022, percent of Facebook’s ad audience in Indonesia was female, while percent was Meta’s advertising resources only publish audience gender data for “female” and “male” for more Facebook stats? Click here to explore our in-depth Facebook data for every country in the users in Indonesia in 2022Updates to Google’s advertising resources indicate that YouTube had million users in Indonesia in early figure means that YouTube’s 2022 ad reach was equivalent to percent of Indonesia’s total population at the start of the put those figures in perspective, YouTube ads reached percent of Indonesia’s total internet user base regardless of age in January that time, percent of YouTube’s ad audience in Indonesia was female, while percent was Google’s advertising resources only publish audience gender data for “female” and “male” more social media numbers? Our platform guides help you make sense of all the latest stats for the world’s biggest social media users in Indonesia in 2022Numbers published in Meta’s advertising tools indicate that Instagram had million users in Indonesia in early figure suggests that Instagram’s ad reach in Indonesia was equivalent to percent of the total population at the start of the Instagram restricts the use of its platform to people aged 13 and above, so it’s helpful to know that percent of the “eligible” audience in Indonesia uses Instagram in also worth noting that Instagram’s ad reach in Indonesia at the start of 2022 was equivalent to percent of the local internet user base regardless of age.In early 2022, percent of Instagram’s ad audience in Indonesia was female, while percent was Meta’s advertising resources only publish audience gender data for “female” and “male” for more Instagram stats? Click here to explore our in-depth Instagram data for every country in the users in Indonesia in 2022Figures published in ByteDance’s advertising resources indicate that TikTok had million users aged 18 and above in Indonesia in early that ByteDance allows marketers to target TikTok ads to users aged 13 and above via its advertising tools, but these tools only show audience data for users aged 18 and context, ByteDance’s figures indicate that TikTok ads reached percent of all adults aged 18 and above in Indonesia at the start of TikTok’s ad reach in Indonesia was equivalent to percent of the local internet user base at the beginning of the year, regardless of early 2022, percent of TikTok’s ad audience in Indonesia was female, while percent was ByteDance’s advertising resources only publish audience gender data for “female” and “male” for more TikTok stats? Click here to explore our in-depth TikTok data for every country in the to stay up to date with digital trends? Our quarterly briefings and custom advisory services help you make sense of all the latest digital trends, enabling you to turn data into insights, action, and results. Learn more at Messenger users in Indonesia in 2022Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached million users in Indonesia in early Meta made important changes to the way its advertising resources report audience reach data at the end of 2021 – including making significant revisions to its base audience data for Facebook Messenger – so the figures shown here are not directly comparable with figures published in our previous reports. To learn more about these changes, please see this article, as well as our comprehensive notes on company’s revised audience numbers suggest that Facebook Messenger’s ad reach in Indonesia was equivalent to percent of the total population at the start of the Messenger restricts the use of its platform to people aged 13 and above though, so it’s also worth highlighting that ads reach percent of Facebook Messenger’s “eligible” audience in Indonesia in additional context, Facebook Messenger’s ad reach in Indonesia is equivalent to percent of the local internet user base regardless of age.At the start of 2022, percent of Facebook Messenger’s ad audience in Indonesia was female, while percent was Meta’s advertising resources only publish audience gender data for “female” and “male” for more Facebook Messenger stats? Click here to explore our in-depth Facebook Messenger data for every country in the users in Indonesia in 2022Figures published in LinkedIn’s advertising resources indicate that LinkedIn had million “members” in Indonesia in early note that LinkedIn’s advertising tools publish audience reach data based on total registered members, rather than the monthly active users that form the basis of the ad reach figures published by most other social media a result, these LinkedIn figures are not directly comparable with the figures for other social media platforms published on this page, or in our Digital 2022 company’s advertising reach figures suggest that LinkedIn’s audience in Indonesia was equivalent to percent of the total population at the start of restricts the use of its platform to people aged 18 and above though, so it’s also helpful to know that percent of the “eligible” audience in Indonesia uses LinkedIn in additional context, LinkedIn’s ad reach in Indonesia was equivalent to percent of the local internet user base regardless of age at the start of the early 2022, percent of LinkedIn’s ad audience in Indonesia was female, while percent was LinkedIn’s advertising resources only publish audience gender data for “female” and “male” for more LinkedIn stats? Click here to explore our in-depth LinkedIn data for every country in the data for every country on Earth visit our online library to browse all of our reports, including the latest digital data for every country in the world, and more than a decade of historical numbers, trends, and users in Indonesia in 2022Data published in Snap’s advertising resources indicate that Snapchat had million users in Indonesia in early figure means that Snapchat’s ad reach in Indonesia was equivalent to percent of the total population at the start of the Snapchat restricts the use of its platform to people aged 13 and above, so it’s also worth noting that percent of the “eligible” audience in Indonesia uses Snapchat in additional context, Snapchat’s ad reach in Indonesia was equivalent to percent of the local internet user base regardless of age at the start of the early 2022, percent of Snapchat’s ad audience in Indonesia was female, while percent was advertising resources only publish audience gender data for “female” and “male” users, but the figures published for these demographics don’t always add up to the total user figure, so percentages shown here may not sum to 100 for more Snapchat stats? Click here to explore our in-depth Snapchat data for every country in the users in Indonesia in 2022Numbers published in Twitter’s advertising resources indicate that Twitter had million users in Indonesia in early figure means that Twitter’s ad reach in Indonesia was equivalent to percent of the total population at the Twitter restricts the use of its platform to people aged 13 and above, so it may be helpful to know that percent of the “eligible” audience in Indonesia uses Twitter in additional context, Twitter’s ad reach in Indonesia was equivalent to percent of the local internet user base regardless of age at the start of the due to anomalies in the source data, we regret that we’re currently unable to provide insights into Twitter’s ad audience by for more Twitter stats? Click here to explore our in-depth Twitter data for every country in the deeper click here to access all of the reports in our Digital 2022 connections in Indonesia in 2022Data from GSMA Intelligence shows that there were million cellular mobile connections in Indonesia at the start of note that many people around the world make use of more than one mobile connection – for example, they might have one connection for personal use, and another one for work – so it’s not unusual for mobile connection figures to significantly exceed figures for total Intelligence’s numbers indicate that mobile connections in Indonesia were equivalent to percent of the total population in January number of mobile connections in Indonesia increased by 13 million + percent between 2021 and quick stats for other countries? Click here to read our Digital 2022 Country Headlines Report, with essential digital data for every country in the resourcesJust before we get to the full report, here are some suggestions for further reading, which will provide additional context for our full set of Digital 2022 numbers for IndonesiaRead our complete Digital 2022 Global Overview Report to get a comprehensive overview of the “state of digital” around the world in here to see all of the Global Digital Reports we’ve published on Indonesia over the past all of our reports on countries in Southeastern Asia by clicking our complete online reports library to find all of the free! reports in the Global Digital Reports you’d like to receive updates when we publish new reports, click here to sign up for our reportYou’ll find our complete Digital 2022 Indonesia report in the SlideShare embed below click here if that’s not working for you. Rustantra Fumicko, Head Of Digital Marketing at Indonesian conglomerate Sampoerna, talks about three major trends driving digital marketing strategies as the competition hots up during this ecommerce inflection point. April 17, 2023 Reading Time 5 mins Topics Marketers around the world huddle together in the recession storm. Still, there are economies that are raging forward nudged by the accelerated digitisation brought on by the pandemic. With over 191 million social media users in Indonesia last year, it’s no big surprise that the country’s digital ecosystem is witnessing steady growth from $41 billion in 2019 to$77 billion in 2022. The value is expected to further increase to $130 billion by 2025, driven by ecommerce. The numbers represent a huge potential waiting to be tapped. For instance, Social Bread, a digital marketing marketplace, was launched to help the sea of social media users in the country fulfil their entrepreneurial efforts and level the playing field. The platform is building a differentiated live shopping experience to increase merchants’ sales that is pegged to grow by at least ten times by the end of the year. In the APAC region, the Indonesian retail sector is one of the most promising markets, and businesses are looking to re-evaluate their brand strategy and tech stack to boost the country’s digital ecosystem. We spoke to Rustantra Fumicko, Head Of Digital Marketing at Sampoerna, about the three significant trends driving the digital landscape while catering to the dynamic consumer demands. Audio-based Content Audio content has been on a constant upward trajectory. “Consumers want more audio-based content, and we need to be ready to provide it to them,” agrees Fumicko. Far from radio and podcasts, the future of digital audio advertising belongs to companies that allow businesses to create and publish audio content on their platforms. For instance, an Indonesian audio content startup NOICE launched a creation platform enabling creators to publish audio content directly. Fucmicko also highlights that utilising content optimisation tools for paid media works best. But how does one measure the success of the ad spend? Success metrics “Look for operational/channel metric and business metric to deliver more effectiveness and efficiency aligned with each campaign objective. Also, marketers need to experiment with new ideas to gain valuable learning for future campaign deployment,” says Fucmicko. Marketers can create the right audience profiling, and build a premise segmentation that can be activated through relevant campaigns via intelligent omnichannel strategies. “Digital ad planning and buying will move to more contextual buying. While it is important to develop first party data strategies, each marketer needs to understand their business and consumer, and get a clearer picture of what kind of data they need to capture, and be able to scale,” he adds. Seamless omnichannel services As ecommerce and fintech are gaining more transactions in the country, online transactions across various channels will also increase. Here, a powerful marketing strategy for omnichannel experience becomes crucial. Businesses must also be more effective and efficient while deploying their marketing and advertising campaigns using relevant martech and ad tech tools. Brands that are able to deliver scalable yet targeted communication will come out on the top. “It’s important to build the right portfolio, route to market and optimise your omnichannel marketing strategy while addressing multi-dimensional dynamics and challenges,” says Fumicko. Blibli, an ecommerce platform, recently announced that it would double down on its B2B segment with a more robust omnichannel strategy. Onwards and upwards According to a pwc report, Indonesia’s GDP could increase by $ billion between 2021 and 2025, provided technology such as cloud computing is implemented. Even the government’s active support for the country’s digital infrastructures has created new ways for digital trends. At the 2022 G20 Summit in Indonesia, President Joko Widodo stated that he wants to focus on the digital transformation of the economy through investments in technology such as cloud computing and 5G. To help the government get the digital wagon rolling and achieve its target of digitising 30 million MSMEs by 2024, Grab Indonesia recently inked a partnership with PT SRC Indonesia Sembilan SRCIS. Through this strategic partnership, SRC retail stores can offer third-party delivery services to consumers through the AYO SRC application and expand their delivery coverage using GrabExpress services. McKinsey rightly states, “Businesses in Indonesia need to focus on three primary issues—the scale of the impact of the specific trend, its technical maturity, and the organisational fit of the technology.” Topics About the Author Chandni is an Assistant Editor with a keen interest in customer-obsessed ideas. A journalist by profession and a writer at heart, she is committed to martech and CX content that resonates with readers across More You have all kinds of data. You don’t know what to do with it. That’s where we come in. We are a Data-Driven Marketing Agency based in Jakarta, Indonesia. We are focused on providing comprehensive end-to-end CRM, Loyalty Management, and Digital Marketing services to our clients. 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