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Advertisers now do not just have a YouTube channel with great creative ads, but content hubs with syndicated content. Also, programmatic solutions are being set-up across the industry with every agency setting up their dashboards and analytics capabilities. Clients are also creating direct alliances with e-commerce players.
What do you think will be the biggest comms challenge speci cally for your market in the next 12 months — and what will you do to overcome it?
I would say we are looking at three key challenges in the market today:
• Thefirstoneiseducatingclientsandpartnersaboutthe benefits of ‘new media’. As the business of marketing communication is moving from MASS to PERSONALIZED, our clients and partners also need to restructure their marketing strategies.
With an increased focus on personalized messaging, there is also a need for a strong programmatic offering.
• Thesecondoneistheconsolidationofmediaand mobile apps.
Emtek group, one of the biggest media conglomerates in Indonesia, has bought a major local e-commerce player, Bukalapak. They also acquired sales rights to the inventory of strategic channels like BBM & product sampling agency called Hometester club.
I certainly expect more consolidation and partnerships happening in this space.
• Third,thechangingconsumerbehaviourduetoemerging mobile app services.
With the growth in smartphone penetration and a plethora of new apps and mobile services in the market, this is certainly a challenging space but I prefer looking at it as a massive opportunity!
For example, there is new mobile wallet apps like Genius
or OVO which are making it easier to ‘go cashless’, but there are also apps like Gojek which does everything from getting you a ride to food delivery. These apps will definitely change how consumers behave and we need to stay on top of these changes.
Shailesh Waingankar PHD Indonesia
In your opinion, what categories are doing interesting communications work right now?
Categories like food & beverage, personal care, e-commerce as well as technology are doing some
great stuff at the moment! They make use of content partnerships, new technologies and also have outstanding creative strategies that have translated into successful marketing campaigns.
Aqua, the world’s largest bottled-water brand, leveraged the launch of a highly anticipated Indonesian movie sequel for their new brand campaign which was an enormous success.
Rexona, Unilever’s deodorant brand, created a mini series ofreallyinterestingcontentandtheyalsousedAugmented Technology in an innovative way for their brand campaign. Check it out here: http://bit.ly/2qCcvrl
Another notable example is Clear. The brand used a group of 9 influencers to create a 9-minute short film (Sherlock Holmes inspired) on finding the culprit — which is dandruff.
Have a look at the video here: http://bit.ly/2aJWZ5q Thinking about if there is one very speci c thing about the
communication landscape in your market, what would it be?
Indonesia as a market is growing exponentially in terms
of digital penetration, but we shouldn’t forget that we also live in a market with over 260 million people! This makes Indonesia the 4th most populous country. Java, Indonesia’s (and even the world’s most populous island), contains more than half of the country’s population. This means that a high share of Indonesians live in rural areas where TV is still the key media channel. TV in Indonesia is critical for marketers in order to reach remote locations across the 17,000 islands of Indonesian’s archipelago.
THE EDIT ISSUE 06 | Q2 2017