DIGITAL MARKETING DEVELOPMENT

ARRANGED BY :

YUNITA FAUZIAH PUTRI 20160410068

FURQONI AMIR SYUHADA 20160410262
YOVITA MANDASARI 20160410272
RIZKI ANASHRULLAAH 20160410235
 DIGITAL MARKETING IN INDONESIA

Digital marketing is the marketing of products or services using digital channels to

reach consumers. The key objective is to promote brands through various forms of digital
media. Digital marketing extends beyond internet marketing to include channels that do not
require the use of the internet.
Currently the use of digital marketing is inevitable for companies that want to
continue to compete with their competitors. Various reasons behind the reasons for choosing
digital marketing as a marketing strategy, one of which is lower marketing costs compared to
conventional marketing such as making flyers, brochures or flyers.
The 2 main groups of digital marketing are online and offline. While offline
marketing involves things like radio, television and phone advertising, online marketing has 7
major categories :
 Search Engine Optimization (SEO)
It is the process of getting traffic from the free, organic, editorial or natural search
results on search engines.
By understanding how search engines rank websites, one can optimize a website
to maximize its chances of ranking well for relevant searches.
 Search Engine Marketing (SEM) & Pay-Per-Click Advertising (PPC)
SEM (Search Engine Marketing) is the process of gaining website traffic by
purchasing ads on search engines. Google AdWords is by many measures the
most popular paid search platform used by search marketers, followed by Bing
Ads. Beyond that, there are a number of “2nd tier PPC platforms” as well as PPC
advertising options on the major social networks.
 Content Marketing
Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly-defined audience and, ultimately, to drive profitable customer action.
 Social Media Marketing (SMM)
Social media marketing is a great way for businesses to fulfill their objectives in
terms of building brand equity, improving customer service, reaching new
customers and collecting customer feedback. If companies can create social media
content that provides value to others, they can connect with customers in a
profitable way.
  Affiliate Marketing
Affiliate marketing is the process of earning a commission by promoting other
people’s (or company’s) products. You find a product you like, promote it to
others (usually through your blog), and earn a piece of the profit for each sale that
you make.
 Email Marketing
Email marketing has long been a pillar for any business attempting to generate
sales via the internet. It provides direct contact with clients and allows you to
drive prospective customers to your website.
In a few simple steps, you can provide updates, exciting news, reminders, etc. to
your customers in a matter of minutes.
Indonesia is arguably a country that has a population with high internet needs.
Although the technology is not as sophisticated as other countries, Indonesia has the potential
for progress in digital marketing. This is marked by the increasing proliferation of social
networks and online transaction processing.
While increasing online buying and selling transactions, besides being easier for
customers, it is also more profitable for sellers. Customers are more easily and quickly
getting the desired item, while sellers can also get a wider target market. The virtual world is
now increasingly helping businesses who want to market their products or services.
In Indonesia the Digital Marketing Agency combining psychological,
anthropological, humanist, and technological factors that will become new media with broad
capacity, interactive, and multimedia. One proof that digital marketing in Indonesia will
develop well is now almost all entrepreneurs choose a promotional method using digital
marketing. Mark Zuckerberg as the founder of Facebook has also conducted research on
unique activities carried out by the Indonesian society on his social networking site which is
very different from the society of other countries. Based on his research, Indonesian people
prefer to do buying and selling activities in social media.

A. Case Study Digital Marketing of Pocari Sweat Company

Pocari Sweat is one of the multinational company that uses digital marketing in their
business. Pocari Sweat is product under PT Amerta Indah Otsuka. They focus on producing a
health drink that contains a balance of ions (electrolytes) that resembles the natural fluid
balance in the human body.
To make their product will be known and recognized by people, Pocari Sweat Company
uses some ways to achieve the goals. One of way that used is using digital marketing in their
promotion.
As we know that we live in digital era, Pocari used this way to be applied in their
business. There are some ways that Pocari used:
1. Official Website
Pocari Sweat has their own official website, www.pocarisweat.id and the parent
company also provides its official website www.otsuka.co.jp . The contents of this
website are product introduction, explanation, research, ambassador, and new
product.
2. Search Engine Optimization (SEO)
Search engine optimization is very important in digital marketing because when
people type keyword in search engine the company will appear in the top list. Pocari
Sweat maximize website, online advertising, and online article to fill in online market.
3. Electronic Advertising
Pocari Sweat uses electronic advertising to advertise their products and influence
people to their products. Pocari Sweat uses television, online advertising (youtube,
online article, social media), and videotron around some big cities in each country.
4. Using Brand Ambassador
This company cooperated with one of the leading digital agencies for 4 years. During
this time Pocari has succeeded in strengthening its presence and increasing sales
through well-packaged digital marketing. AKB48 and JKT48 are the brand
ambassador of Pocari Sweat. Pocari also used well-known althletes as their brand
ambassador.

5. Maximazing Content
To make their product will be known and recognized by people, Pocari Sweat provide
official website and account in social medias. The content should be considered to
make more interesting.
B. Attachment
 (Official website of Pocari Sweat)

(Official website of PT Amerta Indah Otsuka)

 (Facebook Pocari ID)

(Brand Ambassador of Pocari Sweat)

(Youtube advertising)
C. List of References
www.techinasia.com
www.kumparan.com
www.maxmanroe.com
www.brighstars.co.id