Perkembangan Pemasaran di Era Industri Digitalisasi // Dasar - Dasar Pemasaran Fase E - Bab 2

Summary

This educational video focuses on the evolution of marketing in the digital age, exploring key concepts like experiential marketing and customer relationship management (CRM). It covers the stages of economic development that parallel the growth of marketing, as outlined by Philip Kotler, from barter to digital marketing. The video also delves into various types of digital marketing, business models, and marketing professions. Additionally, it provides insight into business opportunity analysis methods such as SWOT and 5W+1H, offering practical knowledge for understanding and applying marketing principles in today's digital landscape.

Takeaways

• 😀 The evolution of marketing is closely tied to advancements in technology and communication, making marketing strategies increasingly digital.
• 😀 Experiential marketing focuses on enhancing customer experiences with products or services to create stronger connections with consumers.
• 😀 CRM (Customer Relationship Management) is a business strategy aimed at improving customer service and satisfaction, while also acquiring new customers.
• 😀 According to Philip Kotler, there are eight stages in the evolution of economies that influence marketing practices, from self-sufficiency to complex, modern economies.
• 😀 Advertising, selling, and distribution are the three key elements of marketing that facilitate customer engagement and product delivery.
• 😀 Digital marketing can be categorized into two main types: passive digital marketing, which consumers experience (e.g., receiving promotional emails), and full digital marketing, which includes content marketing, mobile marketing, and more.
• 😀 Different digital business models like marketplace platforms (e.g., Shopee, Tokopedia), advertising models (e.g., Google Ads), and community-based models (e.g., Netflix, Spotify) shape the digital marketing landscape.
• 😀 The rise of digital marketing has introduced new career paths, including brand marketing, digital marketing, content creation, graphic design, and influencer roles.
• 😀 Business opportunities should be evaluated based on their potential for long-term sustainability, market acceptance, scalability, and the ability to fulfill real needs.
• 😀 Methods like SWOT analysis (assessing strengths, weaknesses, opportunities, and threats) and 5W + 1H (who, what, why, when, where, and how) help in the systematic evaluation of business opportunities and in developing feasible business plans.

Q & A

What is experiential marketing and how does it relate to customer experience?

Experiential marketing is an approach that focuses on creating memorable experiences for customers when they interact with a product or service. It enhances customer engagement by allowing them to connect emotionally with the brand, often leading to greater customer loyalty and satisfaction.

How does Customer Relationship Management (CRM) contribute to business strategies?

CRM is a business strategy that combines processes, people, and technology to improve customer service and satisfaction. It helps businesses maintain long-term relationships with customers, acquire new customers, and enhance loyalty by better understanding and addressing customer needs.

What are the eight stages of economic development according to Philip Kotler?

Philip Kotler identifies eight stages of economic development: 1) Self-sufficiency economy, 2) Family economy, 3) Simple barter system, 4) Local market economy, 5) Money-based economy, 6) Early capitalism, 7) Mass production economy, 8) Prosperous economy, which evolves alongside advancements in technology and communication.

What are the three main elements of marketing?

The three main elements of marketing are: 1) Advertising (promoting a product to attract customers), 2) Selling (the act of selling products or services), and 3) Distribution (ensuring products or services reach consumers efficiently).

What is the difference between passive digital marketing and full digital marketing?

Passive digital marketing refers to methods like blog creation, email promotions, and website advertising, which consumers typically encounter. Full digital marketing, on the other hand, involves more comprehensive strategies such as content marketing, mobile marketing, and personalized marketing, which are actively tailored to consumers' needs.

What are the types of digital marketing models discussed in the lecture?

The digital marketing models discussed include: 1) Broker/Marketplace, 2) Advertising model, 3) Infomediary model, 4) Merchant model, 5) Manufacturing model, 6) Affiliate model, 7) Community model, and 8) Subscription model, each offering a unique approach to connecting buyers and sellers.

What is the role of influencers in the marketing profession?

Influencers are individuals who have the power to affect the purchasing decisions of others due to their authority, knowledge, position, or relationship with their audience. They play a key role in marketing by promoting products or services to a targeted audience in an authentic and engaging manner.

What are the characteristics of a promising business opportunity?

A promising business opportunity typically has the following characteristics: 1) High market value, 2) Realistic and achievable (not just an ambition), 3) Sustainable in the long term, 4) Scalable for growth, and 5) Meets the needs or desires of a significant customer base.

How do internal and external factors influence the emergence of business opportunities?

Internal factors like knowledge and past experiences shape the ability to recognize opportunities, while external factors, such as market demand or societal issues, can also trigger the need for new business solutions. Both internal and external influences work together to inspire innovative business ideas.

What is the SWOT analysis, and how is it used in opportunity analysis?

SWOT analysis is a method used to evaluate a business opportunity by examining its Strengths, Weaknesses, Opportunities, and Threats. It helps businesses understand the internal and external factors that could affect the success of a potential business venture.