10 ILMU MARKETING TERBARU YANG SEMUA ORANG WAJIB TAHU

Summary

In this video, the speaker discusses key updates in marketing strategies for 2024. He highlights the shift from traditional models like AIDA to the ISAS framework (Attention, Interest, Search, Action, Share), emphasizing the importance of adapting to the changing customer journey. The speaker also discusses the transition from sales funnels to flywheel marketing, where customer loyalty and advocacy take center stage. Other important topics include focusing on value over product, understanding emotional benefits, creating viral content, re-launching products, using customer-generated content, leveraging live selling, and adopting growth hacking strategies. The main message is that marketing strategies must evolve with market changes and customer behavior to remain effective.

Takeaways

• 😀 The marketing strategy doesn't change, but the market does. Adapt to evolving customer behaviors.
• 😀 The traditional AIDA model (Attention, Interest, Desire, Action) is outdated. Use the ISAS model: Attention, Interest, Search, Action, Share.
• 😀 Consumers now research products online and share experiences (e.g., unboxing), making a strong digital presence crucial.
• 😀 The sales funnel is being replaced by the flywheel model, focusing on customer loyalty, advocacy, and repeat purchases.
• 😀 Modern marketing focuses on selling value, not just the product itself. Highlight emotional and functional benefits.
• 😀 The 4P marketing mix is evolving into the 4E framework: Experience, Exchange, Everywhere, Evangelism.
• 😀 Viral content is more important than just good content. Use strategies like social currency and triggers to drive engagement.
• 😀 Relaunch old products with new narratives to target untapped markets or re-engage existing customers.
• 😀 Shift from Key Opinion Leaders (KOL) to involving Key Opinion Consumers (KOC), engaging everyday customers as brand advocates.
• 😀 Live streaming is a powerful sales tool, with platforms like TikTok and Shopee enabling real-time interaction and higher conversions.
• 😀 Growth hacking, using innovative digital marketing tactics on a minimal budget, is essential for scaling businesses efficiently.

Q & A

What is the main idea behind the shift from AIDA to ISAS in customer journey?

The shift from AIDA (Attention, Interest, Desire, Action) to ISAS (Attention, Interest, Search, Action, Share) reflects the evolving consumer behavior. Consumers no longer directly convert after seeing an ad; they first search for more information and make informed decisions, sharing their experiences after purchase, especially through social media.

How does the concept of 'flywheel marketing' differ from the traditional sales funnel?

Unlike the traditional sales funnel, which narrows down to a customer conversion point, the flywheel model centers around the customer. The flywheel emphasizes continuous engagement, loyalty, and advocacy from customers, creating a cycle of growth through repeat business and positive word-of-mouth.

What is the significance of focusing on value in marketing rather than just the product itself?

Focusing on value means selling not just the product, but the experience and benefits it offers to the customer. It's important to show how the product meets specific customer needs and desires, addressing both functional and emotional aspects to create a stronger, more meaningful connection.

What are emotional benefits in marketing, and why are they important?

Emotional benefits refer to the feelings and experiences a customer gains from using a product, beyond its functional purpose. They are crucial because they help build a deeper connection with the brand, influencing customers' decisions and loyalty, often leading to repeat purchases.

How has the marketing mix evolved from the 4Ps to the 4Es?

The marketing mix has evolved from the 4Ps (Product, Place, Price, Promotion) to the 4Es (Experience, Exchange, Everywhere, Evangelism). The 4Es focus more on the customer experience, the balance between price and perceived value, the accessibility of the product, and turning customers into brand advocates.

Why is creating viral content more important than simply producing good content?

Creating viral content is crucial because viral content has the potential to reach a much larger audience and generate more engagement. Unlike traditional content, viral content can quickly spread across platforms, amplifying brand visibility and increasing customer interaction.

What is the strategy behind product relaunching, and how does it benefit businesses?

Product relaunching involves reintroducing an existing product to a new market or updating it with fresh features and messaging. It benefits businesses by reaching untapped customer segments and re-engaging past customers, giving the product a new life without the cost of developing a completely new item.

What role does KOC (Key Opinion Consumers) play in modern marketing campaigns?

KOC refers to everyday customers who have influence within their social circles and are involved in marketing campaigns. Unlike traditional influencers, KOCs are seen as more relatable, and their recommendations often feel more authentic. Brands are increasingly involving them in campaigns to create a deeper connection with their target market.

How does live streaming contribute to sales in today's marketing landscape?

Live streaming enhances sales by creating real-time engagement between brands and customers. Platforms like TikTok and Shopee allow companies to showcase products interactively, offer limited-time deals, and build excitement, leading to higher conversions and immediate purchasing decisions.

What is growth hacking, and how does it differ from traditional digital marketing strategies?

Growth hacking focuses on rapidly scaling a business with minimal resources. It involves unconventional, creative strategies designed to maximize growth at a low cost, unlike traditional digital marketing, which often relies on more predictable, but higher-budget campaigns.