This document discusses trends in integrated marketing communications (IMC) in Indonesia. It notes the widespread adoption of internet and mobile technology, fueling changes in consumer behavior and expectations. Consumers now research products online and cross channels, engaging brands through two-way conversations on social media. Trending approaches in Indonesia include creating shareable content and experiences to build communities, as well as viral digital campaigns and pop art/vintage styles. Effective IMC requires understanding consumers, crafting engaging narratives, and leveraging both traditional and new media touchpoints.

1. @AmaliaHavasJkt
@COLLAINLOVE
Amalia Susilowati Prabowo

3. Why we need to
change the way we
do IMC ?

4. WE ARE LIVING
ON THE FLAT WORLD

5. • Widespread use of
Internet and mobile
gadget
• The rapid advancement
in mobile technology
• Deregulation and
competition
• Global efforts in
reducing the "digital
device"
FLAT WORLD Triggered by
IP based
Broadband
Convergence in Voice,
video and data

6. 85% of them have the GPRS
facility
and that have 3G capability is 55%
5 billion people in the world has been
using a mobile phone
Mobile phone penetration in Indonesia
reached 80% of the total population,180 million users

7. Shifting meaning of “communication”
Source: EURO Consumer Disptick, July 2010

9. Source: EURO RSCG Worlwide consumer research Dec 2009
The New Consumer in The Era of Mindful Spending
72%are shopping more carefully and mindfully
than they used to
consumer mindset on spending is also
experiencing a revolution

10. 48%said they won’t go back to their purchases
patterns even when the economics rebound. 43% are
committed to reducing their use of credit cards over the
long term
69%claim to be smarter
shopper than they were a few
years ago, while 635 said they
more demanding
64%say making environmental friendly choices
makes them feel good
72%said they
will use brand who
doing good for
society, their friend
and family

11. 66% would only buy goods if
recommended by a friend, relative and
based on the experience of others
66%do not want any more tempted
by the ads. They do not want in dictation. They
want to find by themselves the value of the brand

23. Hybrid Consumer
• In all spectrum of consumers using a variety of communication channels and a
variety of approaches, searching online to buy online and even offline instead
searching to buy online.
• Research conducted by Jupiter Research / NFO December 2000 proved that:Di
68% research online, buy in store
54% research in store, buy online
47% research by catalog, buy online
38% research online, buy over phone

24. Case Study #1

27. PASAR SANTA
A very cool hanging out
spot inside low class
traditional market.
This café is very popular
because of the
“coolness” of the content
and the visitor (mostly
coming from community)
PASAR SANTA (White Market)
http://news.liputan6.com/read/2089837/pas
ar-santa-sarang-baru-para-hipster-jakarta
http://efenerr.com/2014/08/08/abcd-coffee-
pasar-santa/
http://indo.wsj.com/posts/2014/09/09/wajah-
indie-pasar-santa/
http://hot.detik.com/read/2014/08/20/103928
/2667176/1059/yuk-nyoba-tempat-ngopi-
baru-di-pasar-santa

28. Example: Fashion
Bazaar with unique
thematic theme, most of
stuffs are cheap but cool

29. Example: Food
In contrast to other countries, in Indonesia
fancy food trucks are very popular recently, in
addition to his cheap and simple food, visitors
can take pictures with the truck-on-truck
design is very cool.

30. DIGITAL MEDIA
•In digital media aspect, there was a significant raise of “pledge” format, where many
brands build consumer participation by creating “movement” project. Such us
•These things happened because the media placement price in Indonesia is really
high. And lots of brands here couldn’t afford spending that much money only for
placement. So that’s why this “pledge” style post is really popular nowadays.
•And it is proven that these kind of media is more beneficial in driving traffic for the
brand rather than conventional media to make engagement.

31. • There are also some type of digital social media that on a rise in Indonesia for
example is the “meme” post, parody video series about politic, social culture of
fashion.
• Two viral video on youtube that nowdays are highly popular for examples “Sascha
Stevenson – how to act like Indonesia” on her videos she tells viewer about funny
things that Indonesian do with a mild jokes.
• Another example is the "meme" video version made by 4 friends, where they
banter clicking the prospective president. The audience is very high and is
considered an alternative series of video entertainment by Indonesian society
http://www.youtube.com/watch?v=zNa
Sl6YBG2g
http://www.youtube.com/watc
h?v=Zyzdi-r7apc

32. ON HIGH DESIGN ASPECT,
•There’s a massive movement towards vintage and pop-art style now.

33. I LOVE INDONESIA
•http://www.youtube.com/watch?v=Ji55MZH2
NYI
•On High Design aspect, There’s a massive
movement towards vintage and pop-art style
now.
POP ART & VINTAGE
•http://jakartavintage.co

34. THE NEW MARCOM STRATEGY
SEGMENTATION
TARGETING
POSITIONING
MARKETING MIX
90’s
Marketing is all about
Awareness and Perception
MARCOM STRATEGY
Fulfill the desire
EXPERIENCE
ENGAGEMENT
BONDING
200’s
Marketing is all about
Experiential
MARCOM STRATEGY
It’s Me Brand
today’s MARCOM STRATEGY
CONVERSATION
ACCESSCONTENT
ALIGNMENT
MARCOM is all
Mutual Conversation
Message : sharing
and express my self
COMMUNITY
CO-CREATION FLEXIBILITY
PRICE
PRODUCT
PRICE
Marketing is all about
fulfill the basic needs
MARCOM STRATEGY:
Functional Benefit
40’s
PLACE
PROMOTION

35. SCENARIO DAN CONTACT POINTS
•Akhirnya, kita sampai pada pertanyaan yang ditimbulkan oleh
poin (4), “Apakah scenario sudah didisain sedemikian sehingga
mampu menggerakkan target?” Contact Point yang
menghubungi konsumen dengan brand, dapat berupa: misalnya,
iklan televisi, point-of-sale advertising, atau bahkan komunikasi
dari mulut ke mulut.

36. 10/2/2014
Bauran Promosi
36
“penciptaan skenario atau jalan untuk menggerakkan
sasaran”

37. CREATING COMMUNICATION IS
ALL ABOUT : TOPIC / CONTENT
EXPERIENCES
CONVERSATION
SHARING
Tips: Let’s Them
Talk!

38. AIDMA MOVED INTO AISAS*
AttentionA InterestI DesireD ActionA
AttentionA InterestI SearchS ActionA ShareS
Psychological change (passive) Action (Active)
*Dentsu’s property

39. WHAT IS THE
KEY WORD OF
DIY IMC

40. Getting CRAZIER

42. Whoaa…

43. 4 POWERFUL POUNCH FOR IMC
SHAREABLE AUTHENTIC

44. I don’t want to be alone (the most powerful human truth) – for people to connect
example of success: YouTube, facebook, myspace, cyworld
I am cool because your are cool – belonging such as apple
I need to be entertained and be able to express myself
I am a bit lazy/ I want something easy
what technology can deliver = what people want
such as Lee jeans, if you buy the pair of jeans, point your bluetooth to the jeans, you
will be receive games and other things
Am I motivated?
such as Nokia….
What do I get for this?
what do I get as a person and what do I get for a brand
such as pepsi ad, if you go to its mobile website, you will get a free hip hop songs
Nokia; see the neonbox in underground which coded 2D and get an update of
information, events of the area and etc.
6 human truths

45. Case Study #10
The Power of outdoor
campaign

49. Big Babol’s brand promise is “The master in Big Balloon making” which is
Translated well in this out door media

56. 2. Create TOPIC!
1. Get CRAZY!

57. 3. ANY SPOT can
be a communication
Channel

58. “COOL” is
EVERYTHING

59. Have a nice day… 