(Youthlab Indo) Content, context, & concern for youth marketing in Indonesia

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Youth Laboratory Indonesia share some thoughts and insights on how concern & context are crucial for youth marketing in Indonesia.
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(Youthlab Indo) Content, context, & concern for youth marketing in Indonesia

  1. 1. Content, Context, & Concern For Youth Marketing In Indonesia A Youth Laboratory Indonesia PresentationPicture courtesy:http://visualjalanan.org/web/artikel/bikin-macet-dimana-lagi
  2. 2. This slide report is dedicated to all the young mural artist that decorated the street of Jakarta with creativityhttp://4.bp.blogspot.com/_Qdmr0MApklU/SZh9_0U2CgI/AAAAAAAAAa4/WQamf9E_kzw/s1600-h/9.jpg
  3. 3. #Galau means a state of emotional unstability, sad, sorrow, anger, and high anxiety atthe same time. The terminology is exclusively used among the young people. Itbecame popular through twitter.When a young lad tweet #galau it means that they crave for attention
  4. 4. Photo courtesy:http://bergerakbergerak.blogspot.com/p/about.html How GAlau Is interpreted by Brands so far?
  5. 5. While on the opposite corner, another ‘youthful’ operator card says that their product is an “Anti-Galau” tool
  6. 6. Photo courtesy:http://www.unurth.com/Btoy-Jakarta “Galau” became an IntensIve Advertizing Content
  7. 7. Photo courtesy:http://www.unurth.com/Btoy-Jakarta
  8. 8. Picture courtesy:http://egauseless.files.wordpress.com/2010/11/7.jpg
  9. 9. Photo courtesy:http://jakartadailyphoto.com/index.php/2011/05/21/creative-graffiti/The Context that tells the needof emotional coping
  10. 10. Photo courtesy:http://egauseless.files.wordpress.com/2010/11/7.jpg The emergence of “Galau” Is alsoA context of social Support absence
  11. 11. http://egauseless.wordpress.com/tag/stencil-graffiti/
  12. 12. http://bujangan-urban.blogspot.com/2011/07/goodlocking-ruangrupa-exhibition.html Galau becameA content without Concern. Irrelevant For Youth
  13. 13. K-Pop or Korean Pop Culture infiltrate the social milieu of Indonesian youth withhigh impact. The young people don’t just adore it’s celebrities but also it’s songs,movies, and fashion. The trend is at a point where the Indonesian pop Industryare even trying so hard to adopt and imitate k-pop to gain youth attention.
  14. 14. How brands haveInterpreted the k-poptrends so far? http://jakartanian.blogspot.com/2012/03/crime-message-graffiti-jakarta.html
  15. 15. Photo courtesy:http://www.behance.net/gallery/Unpublished-Commercial-Dell-RSeries/3766068Using k-pop lookAlike as brandambassador
  16. 16. What is the actualcontextBehind the k-popTrends?Photo courtesy:http://visualjalanan.org/web/artikel/beautiful-wall-2012my-city-my-identity-membangun-rumah-makan-di-dalam-rumah-sendiri
  17. 17. Korean Series Based on an Academic Research By Diyah Sulistiyorini (2010) Diyah_s_rini@yahoo.com 8% Indonesian Series 7% 31% 36% Climbers 56% Campers 62% QuittersResearch based on Adversity Quotient theory, 15 Indonesian sinetron and 15 Koreanseries were analyzed using non-frequentive content analysis technique. The characters within eachseries were categorized using climbers, campers and quitters categorization.Climbers:are the ones who do not allow anything to stop them to move forwardCampers: the ones who are afraid to take risk and choose to be satisfied with what they have gainedQuitters: the ones who choose to quit and ignoring the opportunity
  18. 18. http://4.bp.blogspot.com/_Qdmr0MApklU/SPT0Ktd_M_I/AAAAAAAAASg/jvKHNgoLeXc/s1600-h/2.jpg Context:Korean series propose more Optimism than Local series
  19. 19. http://enggay.blogspot.com/2010/04/checkcheck.html
  20. 20. Use the content, miss the context, lack ofconcernhttp://studiobopk.blogspot.com/2011/03/sebuah-project-mural-fine-art-attack-2.html
  21. 21. Research Report By Youth Laboratory Indonesia Youthlab is the first factory and repository of Indonesian youth insight, compromised of multi-talented youths of various background, the research and consulting company helps corporations and organizations create precious connection with the fickle yet precious market segment. Through etnographic research, online tracking, creative focus group discussion, and other means, we help you create a dialogue with the youths of Indonesia in the most efficient manner. We Here to Make that happen to you Find more about Indonesian Youth trends, data, & insights: www.enterthelab.com Contact us Tara.talita@gmail.com faisal_sii@yahoo.com

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