The digital era is changing the marketing paradigm today. Hence, SBM ITB invited the Academic Head of Digital Marketing and Digital Marketing Lecturer/Trainer from Purwadhika Digital Technology School, Andin Rahmana, as a guest lecturer at SBM (10/11/2021).
Andin explained the change in the communication pattern in marketing: from vertical to horizontal. Consumers can not only be seen as an object of promotion targets. Marketers are required to provide equal and relevant information.
From the product side, communication does not only prioritize product benefits. The communication of benefits must be juxtaposed with the disclosure of positive values.
Meanwhile, from the consumer side, communication patterns in promoting a brand is not only about being reliable. It must answer the anxiety and desires felt by consumers.
Traditional media, according to Andin, used to be only linear, conveying from one person to many people. In the digital era, the paradigm has changed. The current pattern of communication emphasizes two-way interaction. If it is mapped, everyone can be a medium for conveying media to others.
This broad communication pattern has an impact on the conditions faced by marketers. Starting from changing the target to a broader direction, using the right media, as well as the right complex measuring tools to be used for the benefit of the company. Due to the domino effect, marketers also need to rack their brains to achieve flexible, creative, and effective financing.
Business is not just doing promotions; the use of social media in business also creates a wider brand ecosystem. Optimal use of social media can increase consumer advocacy to the public through reviews, increase consumer engagement and other possible positive goals that have not been found before.
Andin mentioned that it is necessary to create effective social media content. There must be a balance between what the company is trying to convey with what consumers want from the company.
“Winning the hearts of netizens through social media is challenging. We need to find the “sweet spot” or effective social media content to attract the target market’s attention,” said Andin. “This can only be achieved by striking a balance between what the company is trying to convey and what netizens are willing to read, hear or consume.”
Several content pillars can be considered to improve the brand’s image in social media: the balance between education, inspiration, information, promotion, and interaction. With the support of clear and easy-to-understand writing, evocative visuals, or interesting videos, it is hoped that relevant content can attract netizens attention immediately or be the thumb-stopping.