"E-Seminar Nasional*" (Seminar From Home): "How Digital Marketing Can Improve Customer

Engagement"

Speakers: Rico Hermanto, S.E., MM- Digital Marketing Project Manager at PT. Astra International
Tbk Muhammad Rofi - Creative Marketing Support Manager (Indozone Media) Izmir Eka Wijaya
Putra - COO of PT Madani Sisfotel - CEO of PT Enthusiastic Giat Laksana Digital Creative Agency

The seminar will begin on

Saturday, 7 January 2023
14.00 WIB – End

A. How Digital Marketing Can Improve Customer Engagement:

1. Digital Marketing
a. Understanding the Fundamentals of Marketing and Digital Marketing
b. Selection of Digital Strategy based on needs and goals
c. Understanding Customer Journey from the beginning, up to the destination - Funneling
2. CUSTOMER Engagement
a. Desired level Engagement
b. Strategy to build Engagement
c. Clear end goal
B. DIGITAL MARKETING For Customer Engagement
+21% million New Digital Consumers in 2021 72% come from non-metro area in Indonesia and In
2022 Indonesia has become Digital First with 77% Digital Penetration
1. The Challenge of Digitalization Customer Behaviours
Well-informed By the technological advances, Self-directed Difficult to trust most businesses
and difficult to influence, Picky Carefully weighs all options before making a purchasing
decision, Volatile has a high willingness to change brands, Fast-paced Get things done quickly
and easily, Contradictory Does not exhibit any clear behavioral patterns, Always Connected
uses wearables and corresponding technology at all times and Tech-Innate Tech-savvy and
impacted by tech, see technology as reliable tools.
2. Customer Touchpoints for Car Purchase
90% of car buyers are utilizing digital touch point in their path to purchase and the purchase
paths have never been so complex. People tend to online searching for information,
photo/video, comparison, and review before take decisions to purchase.
3. DIGITAL MARKETING
Website & App Development, Digital CRM & Marketing Automation, Influencer Marketing,
Digital Analytics, Search Engine Optimization, Social Media Marketing, Digital Paid Marketing
and Content Marketing.
4. Digital Marketing Strategy
Plan that helps businesses achieve specific digital goals through carefully selected online
marketing channels, such as paid, earned and owned media:
a. Earned Media. Online word of mouth, usually seen in the form of ‘viral’ tendencies,
mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party
sites: SEO - Media Publicity - Post Interactions - Shared Content – Mentions.
 b. Owned Media. Media owned by the brand. Online this includes a company’s own
websites, blogs, mobile apps or their social presence on Facebook, Instagram or Linkedin:
- Website - Article Blog - Mobile App - Newsletter - Social Media.
c. Paid Media. Media where there is investment to pay for visitors, reach or conversions
through search, display ad networks or affiliate marketing: - Search ads - Display ads -
Youtube ads - Facebook ads - Tiktok ads.
5. DIGITAL MARKETING FUNNEL
a. AWARENESS Attract customers and make the brand visible
b. CONSIDERATION Engage with prospect customers to build trust
c. CONVERSION Convert the lead into customers
d. RETENTION Build long-term relation with the customers
6. GOOGLE ADS CHANNELS
Google Ads is Google's online advertising program. Through Google Ads, you can create online
ads to reach people exactly when they're interested in the products and services that you
offer: Search Engine Marketing, Google Display Network, Youtube Video Ads, Google
Discovery Ads, Universal App Campaign and Google Performance Max.
7. What is SEARCH ENGINE OPTIMIZATION
Increase website rankings by optimizing set of keywords in an organic manner which reflect
the intention that often used by users in search engines.
8. THE SUCCESS KEYS OF DIGITAL MARKETING STRATEGY IMPLEMENTATION
a. Truly Understanding Customers getting to know your customers well is a commitment.
b. Delivering a Seamless Experience meeting customer expectations
c. The Right Marketing Technology automate processes, personalize interactions, and
coordinate actions.
d. Processes and Governance technology requires people, processes, and governance
e. Best Metrics to Drive Success metrics need to deliver insights quickly so the business can
actually act.
C. ADS SQUARE
1. Ads Impact Ads Factor Ads Success Ads Strategy * Brand Awareness: Audiences always
remember * Market Reach: Products known to be getting higher * Marketing Insight: To
search audience characteristics * Conversion Rates: Increase conversions
2. Ads Factor Ads Success Ads Strategy * Brand Awareness: Audiences always remember *
Market Reach: Products known to be getting higher * Marketing Insight: To search audience
characteristics * Conversion Rates: Increase conversions * Traffic Source: Focus ads on
dominant platforms * Click-Through Rate: High CTR the better * Reach vs Impression: Reach
higher * Business Goals: Direction and vision and mission of the brand/product * Target
Market: Suitable to market or not * Organic Post: Post according to the product .
3. Ads Success Ads Strategy * Brand Awareness: Audiences always remember * Market Reach:
Products known to be getting higher * Marketing Insight: To search audience characteristics
* Conversion Rates: Increase conversions * Traffic Source: Focus ads on dominant platforms
* Click-Through Rate: CTR higher the better * Reach vs Impression: Reach higher.
4. Ads Strategy * Brand Awareness: Audiences always remember * Market Reach: Products
known to be getting higher * Marketing Insight: To search for audience characteristics *
Conversion Rates: Increase conversions * Traffic Source: Focus ads on dominant platforms *
 Click-Through Rate: CTR higher the better * Reach vs Impression: Reach higher * Business
Goals: Direction and vision and mission of the brand/product * Target Market: Suitable to
market or not * Organic Post: Post according to the product * Relevant Content: Let the
objectives be on target * Post Time: Ads 3-4x a week * Potential Platform: Find the most
effective marketing.
D. Install ads undoubtedly sales skyrocketed
Market competitor research, set a budget wisely, make a report on advertising results, determine
the target audience, often check the advertising dashboard, analyze advertising results,
determine the next step, copywriting & visually appealing, testing testing and testing A/B test.

E. CPOYWTIRING WITH ‘AIDA’

1. Attention: Interested audiences continue reading
2. Interest: Getting interested in the product
3. Desire: Generate interest in buying
4. Action: Audiens take action
F. WATH YUO ATCULLAY NDEE
Marketing Skills, Analysis Data Skills, Strategic Skills, Creative Skills, Research Skills, Marketing
psychology, marketing analysis, positioning, etc.