Keren doang Ga Ada Dampak: Gagal Paham-nya Bootcamp Digital
Summary
TLDRThis video script delves into the nuances of digital marketing, addressing the common pitfalls of bootcamp projects that often lack depth and connection between marketing channels. It promises to dissect various platforms, from ancient marketing tactics to modern esports strategies, to uncover the timeless principles of marketing. The speaker contrasts branding with marketing and sales, using examples like Aqua and Apple to illustrate brand associations. The script also highlights the importance of understanding different marketing channels and their unique characteristics to effectively reach the target audience.
Takeaways
- 😀 The speaker expresses skepticism about the effectiveness of bootcamp projects, suggesting that 90% of them may not meet expectations.
- 🔍 The video aims to dissect various digital marketing channels to understand how to best utilize each for a brand's growth.
- 📈 The script discusses the challenge of increasing non-campaign sales by 30% and the importance of understanding the interconnectedness of marketing channels.
- 🛒 It highlights the need to decide which digital marketing channels, such as Shopee or Instagram, are more effective for a brand with limited resources.
- 🤔 The importance of understanding how different marketing channels work together is emphasized, rather than just focusing on individual metrics.
- 🏆 The script mentions a case study of a successful brand that solved real problems for fashion enthusiasts in Indonesia, showcasing the power of effective branding.
- 📚 The difference between marketing, branding, and sales is clarified, with marketing targeting a market (one to many) and sales being more direct (one to one or few).
- 🎨 Branding is described as creating positive associations with a brand, like Aqua's association with water or Apple's with privacy and luxury.
- 🌐 The script touches on the idea that marketing principles have remained consistent over time, even tracing back to ancient human marketing tactics.
- 🏰 It suggests learning from both contemporary digital marketing channels and traditional offline marketing methods used in the past.
- 📢 The speaker uses the example of ancient cave paintings as a form of communication, which can be likened to modern marketing channels.
Q & A
What is the main topic discussed in the video script?
-The main topic discussed in the video script is the analysis of marketing strategies across different channels, the importance of understanding each channel's role in digital marketing, and the comparison between modern and ancient marketing tactics.
What does the speaker imply about the outcome of 90% of the projects from bootcamps?
-The speaker implies that the outcome of 90% of the projects from bootcamps might be underwhelming or not meeting expectations, suggesting a lack of deep understanding and structured learning in these programs.
What is the issue with the digital marketing case study mentioned in the script?
-The issue with the digital marketing case study is that the various channels discussed do not seem to be interconnected, making it difficult to understand how the brand's growth is being supported.
What is the challenge presented when trying to increase non-campaign sales for a brand?
-The challenge is to figure out how to increase sales by 30% without relying on campaigns, which requires a deep understanding of the brand's sales channels and how to effectively allocate limited resources.
Why is it important to understand how different marketing channels are interconnected?
-It is important to understand how different marketing channels are interconnected to effectively allocate resources, make informed decisions, and ensure a cohesive marketing strategy that contributes to the brand's overall growth.
What is the difference between marketing and branding according to the script?
-Marketing targets a market with a one-to-many engagement, focusing on pushing potential consumers through the sales funnel, while branding is about building positive associations between a product and the brand, which can happen at any stage of the funnel.
How does the script differentiate between marketing and sales?
-The script differentiates marketing as a one-to-many approach that aims to engage a market and move potential customers through the sales funnel, whereas sales is a one-to-one or one-to-few interaction that occurs when the potential customer is ready to buy and the sales force provides optimal offers to close the sale.
What is an example of an ancient marketing channel mentioned in the script?
-An example of an ancient marketing channel mentioned in the script is the use of paintings in caves (goa) by ancient humans to communicate messages to each other, which could be considered a form of marketing.
Why were the cave paintings created in such a way that they were not easily erased?
-The cave paintings were created in such a way to ensure their longevity and visibility, as the dark caves would require lighting to see the paintings, making them an effective communication tool for the ancient humans.
How does the script relate the concept of marketing channels to everyday life?
-The script relates the concept of marketing channels to everyday life by giving examples such as TV screens in elevators, announcements in malls, and bulletin boards in campuses, which can all serve as channels to reach a specific audience.
What is the significance of understanding the characteristics of each marketing channel?
-Understanding the characteristics of each marketing channel is significant because it helps marketers to tailor their messages to the right audience at the right time, ensuring that the marketing efforts are effective and reach the intended target.
Outlines
📈 Marketing Intuition and Channel Analysis
The speaker discusses the common perception that 90% of projects from bootcamps end up being similar and lack depth in understanding. This video aims to dissect various aspects of digital marketing to understand how to tap into the intuition for each marketing channel. It highlights the importance of recognizing the differences between channels like Shopee and Instagram or TikTok for a brand looking to increase sales. The speaker emphasizes the need to understand how these channels connect and the allocation of limited resources effectively. The paragraph also touches on the similarities in marketing tactics between ancient humans and modern e-sports, suggesting that marketing principles have remained consistent over time, despite the evolution of channels.
🎨 The Role of Branding and the Difference Between Marketing and Sales
This paragraph delves into the distinction between marketing, branding, and sales. Branding is portrayed as an activity to build associations, often positive, between a product and a brand name, exemplified by Aqua and Apple. The speaker argues that branding occurs at all stages of the marketing funnel, not just the top. Marketing is described as targeting a market with a one-to-many engagement, in contrast to sales, which is one-to-one or one-to-few. The paragraph also explains how strong marketing makes the sales process easier, as demonstrated by the brand Apple, where customers are drawn to the store for new product releases. The importance of understanding the market and the channels of marketing is underscored, with examples of everyday life situations that can serve as marketing channels.
🏪 The Unique Characteristics of Marketing Channels
The final paragraph in the script begins to explore the unique characteristics of different marketing channels and the types of people they reach. It suggests that channels are often grouped based on the interests of the people they attract. However, the paragraph is incomplete, and thus, the detailed characteristics and examples of such groupings are not provided. The summary would need to acknowledge the incomplete nature of the information and focus on the idea that marketing channels have distinct features that define the audiences they are most effective in reaching.
Mindmap
Keywords
💡Bootcamp
💡Digital Marketing Channels
💡Branding
💡Marketing
💡Sales
💡ROAS (Return on Advertising Spend)
💡Top Funnel
💡Engagement
💡Consumer Behavior
💡Channel Strategy
Highlights
The speaker will dissect various marketing channels and explore how to enhance intuition for each channel.
A case study of a full-stack digital marketing bootcamp is mentioned, emphasizing the need for a deeper understanding of marketing tactics.
The importance of understanding the connection between different digital marketing channels for brand growth is highlighted.
The challenge of increasing non-campaign sales by 30% and the focus on the brand's sales channels is discussed.
The question of which social media platform, Instagram or TikTok, is more effective for the brand is raised.
The issue of allocating limited brand resources is addressed, emphasizing the need for strategic decision-making.
The speaker criticizes bootcamps for not providing a deep understanding of marketing principles and for being unstructured.
The concept of marketing versus branding is explored, with examples like Aqua and Apple to illustrate strong branding.
Branding is said to occur at all stages of the marketing funnel, not just the top.
The difference between marketing and sales is clarified, with marketing targeting a market and sales being one-to-one or few.
The role of marketing in making sales easier by driving potential customers through the funnel is explained.
The importance of marketing channels in reaching consumers during their daily activities is discussed.
Ancient humans are mentioned as having used unique marketing channels, such as paintings in caves, for communication.
The speaker suggests that everyday communication channels, like mall announcements, can be used for marketing purposes.
The characteristics of different marketing channels and their target audiences are examined.
The speaker proposes learning from contemporary and ancient marketing channels to understand the consistent principles of marketing.
The similarities between ancient marketing tactics and modern eSports marketing are hinted at, suggesting a connection across time.
Transcripts
saya juga nggak akan heran kalau ada yang bilang
90% project di bootcamp
ujung-ujungnya cuma jadi kayak gini-gini nih
nah di video kali ini kita bakal bedah semuanya
dan kita akan pelajarin
gimana caranya ngedapetin intuisi
untuk masing-masing Channel
dan yang lebih gila lagi
kita akan lihat kesamaan taktik marketing
antara manusia purba dan
saya barusan lagi baca salah satu slide
case study dari bootcamp yang ngakunya full stack
digital marketing
nah di sini saya nggak ngomong soal brand-nya ya
karena brand bigissimo
ini sebenarnya keren banget
dan bisa ngesolve masalah yang
nyata buat banyak fashionista di Indonesia
saya mau bahas konten case study ini
di kontennya ini
beberapa Channel digital marketing dibahas satu-satu
tapi nggak kelihatan sama sekali nyambungnya
gimana untuk pertumbuhan si brand-nya ini
jadi kalau misalnya brand ini ada permintaan
misalnya dia bilang nih
saya mau dong dinaikin salesnya di hari-hari
non-campaign
sebesar 30%
bakalan susah banget untuk tahu caranya gimana buat
numbuhin sales-nya mereka
mentok-mentok bakal fokus ke Channel penjualan mereka
yaitu Shopee
nah terus
apa gunanya dong punya Instagram dan punya TikTok
mana yang lebih efektif
Instagram nya mereka
atau tiktok-nya mereka?
gimana resource brand yang terbatas
ini seharusnya dialokasikan?
nah pertanyaan-pertanyaan kayak gini nggak bakal
deh bisa dijawab dengan memuaskan
selama kita nggak ngerti
gimana semua Channel-Channel ini nyambung
dan parahnya
ini cuma salah satu dari banyak kisah di lainnya
di bootcamp
bootcamp yang ada. Nggak cuma di sini doang ya
walaupun saya nggak tahu persisnya
tapi saya juga
nggak akan heran kalau ada yang bilang 90%
project di bootcamp
ujung-ujungnya cuma jadi kayak gini-gini nih
nah sayang banget
ini ciri-ciri
metode belajar
yang nggak ngasih pemahaman yang mendalam
soal kenapanya
dan ini dipelajari dengan tidak terstruktur
jadi semua hal yang kelihatan dan kedengarannya sama
jadi dipukul rata aja atas asumsi kalau hal-hal ini
sama aja padahal nggak bisa gitu ya guys
walaupun sama-sama namanya ROAS
dan rumus menghitungnya juga sama
ROAS di TikTok
nggak bisa dibandingin sama ROAS di Shopee
Reach di Instagram juga nggak bisa disamain
plek-ketiplek dengan reach
di TikTok
nah di video kali ini kita bakal bedah semuanya
dan kita akan pelajarin
gimana caranya ngedapetin intuisi
untuk masing-masing Channel
di digital marketing
nah ini langkah pertama yang harus banget
kita semua punya
untuk beneran bisa nguasain digital marketing
dan gak asal cuma
ceplak-ceplok metrik di ppt aja
kita akan belajar dari Channel kontemporer
di digital marketing
dan juga Channel marketing yang puluhan tahun lalu
dipakai di offline
dan kita akan lihat kalau sebenarnya prinsip marketing
selalu sama
walaupun channelnya ganti-ganti dan tambah banyak
bahkan kita juga bisa mundur jutaan tahun yang lalu
dan kita bisa belajar dari manusia purba
karena mereka pun di zaman dinosaurus
udah melakukan
marketing
dan yang lebih gila lagi
kita akan lihat kesamaan taktik marketing
antara manusia purba
dan dunia e-sport
Counter Strike
Fire in the Hole!
nah sebelum kita ngebahas manusia goa
kita ngertiin dulu ya
apa sebenarnya yang dimaksud dengan marketing
nah biar gampang, kita bandingin
dua hal yang seringkali kecampur campur
bedanya antara marketing dan branding
sama bedanya antara marketing dan sales
kita mulai dulu dari marketing versus branding
branding itu kegiatan untuk membangun sebuah asosiasi
antara satu hal
dengan sebuah
hal yang lain
yang biasa diincar adalah hal yang positif ya
salah satu contoh branding nasional yang paling kuat
adalah Aqua
pas kita beli air mineral di dalam botol
seringkali kita memesannya Aaqua
daripada kita menyebut kata air mineral
nah aqua group berhasil mengasosiasikan minuman
kebutuhan dasar
manusia dengan merek dagangnya mereka
ini luar biasa banget
mereka berhasil karena kata Aqua memang berarti air
dan ini juga lebih mudah diucapkan daripada
"air mineral"
lebih panjang kan tuh
salah satu perusahaan multinasional
dengan branding yang paling kuat
adalah Apple
dan asosiasi yang dibangun dengan brand Aapple adalah
privasi pengguna
kemudahan pemakaian
dan juga kesan yang mewah
kalau kita pengguna iPhone
kita sebagai customer
juga rela bayar lebih Mahal pas beli smartphone merek
ini ketimbang merek yang lainnya
dan ini bukan cuma karena fungsinya aja loh
karena kalau cuma buat fungsi
merek-merek yang lain juga punya kemampuan yang mirip
mirip dan sama aja sebenarnya
kita belinya karena kita peduli dengan nilai-nilai
Apple tadi
nah branding itu seringkali dibilang bagian dari marketing
karena sama-sama menyasar
sebuah segmen pasar
dan branding biasanya dipercayai
sebagai bagian dari
top funnel dari marketing
tapi menurut saya
branding sebenarnya kejadian di semua funnel
karena untuk Apple bisa terasosiasi dengan privasi
kemudahan pemakaian
kesan mewah
customer kita
harus bisa merasakan semuanya ini
pas kita semua berinteraksi dengan produk
dan service Apple di tahap funnel yang manapun
nah sekarang yang ke-2 kita bandingin
antara marketing dan sales
marketing itu menyasar ke sebuah pasar
artinya engagement-nya
one to many
sales biasanya bersifat one to one
atau one to few (sedikit)
di dalam marketing
kita berusaha untuk mendorong calon konsumen ke dalam
funnel dan step-step selanjutnya di dalam funnel
dan pas calon konsumen ini udah di bottom funnel
dan siap membeli
tenaga sales kemudian maju
dengan penawaran yang optimal supaya bisa terjadi sales
nah semakin kuat marketingnya
semakin gampang juga tenaga sales
menghasilkan penjualan
kita lihatin aja deh brand Apple
dengan harganya yang segitu
orang datang-datang aja tuh ke tokonya
dan langsung gesek pas model baru keluar
nah dengan dua perbandingan tadi
kita bisa lihat ya kalau marketing menyasar segmen
pasar. Namanya juga mar-ket-ing
dan market itu sebenarnya cuma sekumpulan orang aja
beneran pasar
kayak tempat kita atau orang tua kita dulu
suka belanja kebutuhan sehari-hari
contoh pasar yang bukan di supermarket
itu tempat saya kerja sekarang
di daerah sudirman
itu penuh dengan profesional yang setiap harinya
belanja mereka beli kopi,
makan siang,
gorengan dan juga belanja online,
seperti pakaian,
mainan anak,
dan yang lainnya
jadi kita termasuk saya juga
adalah bagian dari sebuah pasar
dan salah satu hal yang terpenting dalam marketing
adalah Channel pemasaran
karena di dalam sebuah pasar yang penuh sama orang itu
kita semua beraktivitas dan kita bergerak
pas kita melakukan sebuah aktivitas A
mungkin kita
terekspos dengan Channel pemasaran yang nomor satu
tapi pas kita melakukan aktivitas B
kita lihatnya Channel pemasaran yang lain
contohnya nih
pas saya menuju tempat saya kerja
saya harus naik lift
sama kayak mungkin dari banyak kamu juga ya
dan ada TV kecil di dalam liftnya
yang bisa jadi dipakai sebagai Channel pemasaran
untuk semua orang yang naik
dan turun liftnya
tapi pas saya udah duduk di meja
saya nggak bisa dijangkau lagi sama Channel itu
dan marketer yang ingin menargetkan saya harus
muter otak pilih
dan pakai jalur yang berbeda selama saya masih duduk
di meja. Paham ya?
oke rewind
rewind rewind
ke manusia goa
mereka pun dari dulu
udah melakukan marketing dengan Channel yang unik-unik
nggak ada tuh istilahnya Channel zaman sekarang
kayak digital
mungkin
marketingnya mereka bukan untuk keperluan promosi
dan berjualan
tapi lebih untuk berkomunikasi
salah satu Channel yang mereka pakai
untuk menyampaikan pesan satu sama lain
adalah dengan gambar di langit-langit goa
nah pertanyaannya
kenapa kira-kira mereka bikinnya di langit-langit goa?
nah goa itu adalah tempat persembunyian
yang juga dipakai manusia purba lainnya
dan dibikin di atas
supaya nggak gampang terhapus karena gesekan
atau injakan
dan goa kan gelap ya
jadi kalau manusia lain masuk
mereka pasti nyalain obor
jadi si
marketer purba yang bikin gambar ini tahu
kalau pasarnya yang akan melihat gambar mereka
adalah pasar mereka yang adalah sesama
manusia juga
nah kalau waktu itu mereka udah berjualan
mereka udah tinggal tambahin aja tuh tulisan
fifty persen off
laku deh langsung
yuk kita lihat
apalagi contoh Channel komunikasi yang sehari-hari
kita temuin
dan bisa dipakai sebagai Channel marketing
tapi selama ini kita nggak sadar
contohnya pas kita pergi ke mall
ada announcement di mall
nah ini sebenarnya bisa dipakai sebagai
Channel marketing ke semua pengunjung mall
dan kemudian pas kita dulu ada di kampus
ada majalah dinding
ini bisa dipakai sebagai
Channel pemasaran ke anak kampus
di gedung itu
dan yang terakhir ada juga resepsionis
ini bisa dipakai sebagai pemasaran ke pengunjung
yang baru di gedung itu
ya nggak? kalau dia penghuni tetap
ngapain lagi dia ke resepsionis
ini adalah tempat-tempat yang rame dikunjungin
sehingga menjadi pasar
masing-masing Channel
punya karakteristiknya sendiri-sendiri
orang-orang yang terjangkau juga
adalah orang-orang yang sedang tertarik dengan..
nah karena itu
biasanya Channel-channel
ini semua dikelompokin menjadi...
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