Marketing success is generally determined by how we understand consumers and choose marketing channels or media to offer the goods or products we sell. There is a massive change in human life from all aspects of life. OTT is snowballing because it is what society needs today. OTT is a tap away from watching what we want anytime. Gilang Reffi Hernanda conveyed this.
“OTT (Over The Top) is a media service directly offered to all internet users, such as cable, broadcast, television and other platforms. This OTT is a form of change or evolution in how we consume information or entertainment,” said Gilang.
Dr. Effy Z.Rusfian, M.Sc, as the Lecturer for the Digital Marketing Course, said that marketing is critical in living life amid the development of technology at this time. Using suitable media in marketing is essential, considering that almost all lines of people’s lives have experienced digitalization.
Gilang continued that knowledge of digital and non-digital marketing is essential to reach a target market. He also mentioned an inverted pyramid concept that is key in digital and non-digital marketing: the know-upper funnel, try-middle funnel, and buy-lower funnels.
“Know in the upper funnel is a strategic step to increase awareness or knowledge about our products and offer as often as possible and to as many people as possible by using high-reach channels or media such as TV, social media, and others. Know can be done by creating TV commercials, social media, and more. The point is to make people know and be familiar with our products,” said Gilang.
The middle stage or funnel in this inverted pyramid is Try which is the stage of getting people to come or visit a store that sells our products. For people aware of our products, provide persuasive and attractive offers so that they can engage users interactively.
“The bottom of the pyramid is Buy. Buy is the stage where we make users continue to buy the products we sell. The method is to continue to carry out interactive communication and retargeting through digital advertisements and other media to retain customers,” he said.
Gilang added that marketing success is generally determined by how we understand consumers and choose marketing channels or media to offer the goods or products we sell. In Indonesia, said Gilang, 202.6 million internet users, 73.7% of the total population, and some social media users. Therefore, marketing through social media is the right step.
For information, Gilang Reffi Hernanda, as General Manager, Media & KOL, gave this presentation at the Public Lecture Digital (& Non-Digital) Marketing Channels with Case Study from Over-The-Top (OTT)/Streaming Industry on Thursday, 5 May 2023 afternoon online via zoom meeting.
