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Mma Report All Pages 29.01.21 The Modern Marketing Reckoner 2020 - Indonesia Foreword Introduction of the report The Future of Modern Marketing Sizing the Indonesian Consumer Digital Landscape Sizing the Smartphone Power The Growth Of Esports & Gaming The Rise of Audio Listening OTT & Streaming Content Creation For New Media Programmatic Advertising TrendV in Indonesia Cookieless World Growth of Ecommerce Brand Safety & Ad Fraud List of Sources Acknowledgments MMA Reports MMA Indo BOD MMA Indo Members MMA Indo Media Partners MMA SMARTIES Participants MMA SMARTIES Shortlist CONTENTS MMER 2020 Mobile marketing has emerged as a driving force in today’s digital society. The pandemic has triggered an accelerated shift towards this rapid transformation, as consumers in Indonesia increase their reliance on mobile devices. Marketers - ranging from brands to agencies to media - are now leveraging mobile more than ever to reach and target their consumers, as well as HIIHFWLYHO\JDWKHUSUR²OHVDQGGDWDSRLQWV This has cast a spotlight on modern marketing, which has become a critical piece of the entire ecosystem. The marketing and advertising landscape is now increasingly driven by digital technologies, while consumers are becoming more tech-savvy and socially conscious. According to McKinsey, socially conscious values have become a focus in recent years, and the pandemic might further hasten this trend. The use of e-services FOREWORD has also increased, particularly in areas such as banking, education, media and entertainment. The proliferation of new technologies and ever-changing consumer sentiments - particularly with regard to the impact of COVID-19 - can pose challenges for marketers. This is why we’ve developed The Modern Marketing Reckoner 2020, a comprehensive report that provides valuable insights on how marketers can tap into modern marketing strategies effectively, target the right audience, and drive revenue for businesses. The report also focuses on topics such as the impact of Big Data, the growth of eCommerce and MarTech development in Indonesia, and the future of mobile payments, OTT and Gaming. Launched two years ago, our Marketing Organization Structure Think Tank (MOSTT) was created to rethink the marketing industry, and identify best practices and trends that will help marketers accelerate business growth. The Modern Marketing Reckoner is in line with MMA’s mission to continuously enlighten, empower and enable marketers to shape the future of modern marketing. This is just one step towards our goal of enhancing and building the modern marketing capabilities of marketers. As the marketing landscape continues to evolve, it is critical for marketers to adapt to changing consumer expectations and overcome upcoming challenges. I hope this report will spur conversations in the industry, and empower marketers to Shanti Tolani leverage mobile marketing strategies to create impact. After Country Manager all, ‘Marketing’ will always reside at the core of everything we Indonesia, MMA are experiencing today. INTRODUCTION This report covers all relevant aspects of a huge arc. It discusses the huge changes in the industry, the new ways to embed data into every part of the business and decode them to get powerful insights, besides the thrust on As in many countries around the world, media consumption in direct- to-consumer and e-commerce. It taps into the changing face of content ,QGRQHVLDKDVFKDQJHGUDGLFDOO\DQGWKHLQ³XHQFHRIGLJLWDO DQGLQ³XHQFHUVQHZFRPPXQLFDWLRQIRUPDWVDQGFKDQQHOVDQGWKHZD\VWR consumers cannot be denied. The consumers are forcing build powerful brands. digital transformation with the use of mobile devices and with the demand for personal mobile experiences. Consequently, 7KHSDQGHPLFKDVWULJJHUHGDGH²QLWHVKLIWLQWKHFRQVXPHUDQGWKHEXVLQHVV brands need to reinvent mobile marketing that will help serve landscape but if we display foresight and use effective advertising and modern WKHH[SHFWDWLRQVRIDQLQFUHDVLQJO\PRELOH²UVWSRSXODWLRQYLD marketing models, we can help businesses stay on top. this transformation. Modern marketing is going to be driven by digital and the singular device, Specially given the Covid-19 developments, marketers can which helps consumers access the internet; this will drive ad spend growth in clearly see the upside and the need for digital to be both the sectors like FMCG, e-commerce, auto and mobile wallets to tap the new biggest opportunity and a must have as part of all their consumers coming on board. The growth of data-led smartphones is also likely strategies . This also presents itself as an opportunity of our to lead to an inclusive economy wherein digital devices will act like a bank, a time to give consumers the exceptional discovery, school, a shop and much more for people. engagement and purchasing experiences they demand – all while gaining a competitive edge. For publishers and With this unprecedented mobile/digital growth, we also see dramatic lifestyle technology providers, mobile is the great enabler, allowing changes. It’s hard to imagine a day without uploading/sharing a photo with brands and agencies to reach and target their consumers friends/family, navigating the streets without a mobile map, watching your EHVLGHV EXLOGLQJ SUR²OHV DQG GDWD SRLQWV WR HQVXUH WKHLU favorite shows at the time and place that you want. And this change in lifestyle mobile marketing works effectively. is making brands and advertisers create immersive experiences for their consumers on mobile using several technologies (Programmatic, location When we talk about modern marketing in 2020, it's about the data, audio beacon technology, video, re-targeting, analytics and much more.) uncertainty that has seeped into every aspect of the consumer's life– be it health, income, buying behavior, work With so much action, it’s sometimes hard for marketers to keep pace and stress, family or routines because of the pandemic. As that comprehend the possibilities of mobile as a marketing medium. Through this churn is not yet over and the new normal has not settled UHSRUWRXUDWWHPSWLVWRFUHDWHWKH²UVWVLQJOHVRXUFHRIWKHPRGHUQPDUNHWLQJ FRPSOHWHO\ WKHUH LV ³X[ LQ OLIH ,Q WU\LQJ WR XQGHUVWDQG WKDW ecosystem in Indonesia that can help marketers, students, tech enthusiasts uncertainty, we can take an empathetic stance and establish a and journalists to gain meaningful insights on the entire ecosystem that drives connection that we can work with. the businesses. %HFDXVH XQFHUWDLQW\ LV QRW ZKHUH WKLQJV HQG WKH ³X[ DOVR VLJQL²HV RSSRUWXQLWLHV ,I PRGHUQ PDUNHWHUV FDQ DSSO\ GHHS insights to understand the changing landscape that will emerge, they will have an advantage. Those businesses that are outcome-driven and mobile-aligned will be ready with their renewed business models, brand offerings and media strategies to usher hope and dynamism into the life of the consumer again. This report covers all relevant aspects of a huge arc. It discusses the huge changes in the industry, the new ways to embed data into every part of the business and decode them to get powerful insights, besides the thrust on As in many countries around the world, media consumption in direct- to-consumer and e-commerce. It taps into the changing face of content ,QGRQHVLDKDVFKDQJHGUDGLFDOO\DQGWKHLQ³XHQFHRIGLJLWDO DQGLQ³XHQFHUVQHZFRPPXQLFDWLRQIRUPDWVDQGFKDQQHOVDQGWKHZD\VWR consumers cannot be denied. The consumers are forcing build powerful brands. digital transformation with the use of mobile devices and with the demand for personal mobile experiences. Consequently, 7KHSDQGHPLFKDVWULJJHUHGDGH²QLWHVKLIWLQWKHFRQVXPHUDQGWKHEXVLQHVV brands need to reinvent mobile marketing that will help serve landscape but if we display foresight and use effective advertising and modern WKHH[SHFWDWLRQVRIDQLQFUHDVLQJO\PRELOH²UVWSRSXODWLRQYLD marketing models, we can help businesses stay on top. this transformation. Modern marketing is going to be driven by digital and the singular device, Specially given the Covid-19 developments, marketers can which helps consumers access the internet; this will drive ad spend growth in clearly see the upside and the need for digital to be both the sectors like FMCG, e-commerce, auto and mobile wallets to tap the new biggest opportunity and a must have as part of all their consumers coming on board. The growth of data-led smartphones is also likely strategies . This also presents itself as an opportunity of our to lead to an inclusive economy wherein digital devices will act like a bank, a time to give consumers the exceptional discovery, school, a shop and much more for people. engagement and purchasing experiences they demand – all while gaining a competitive edge. For publishers and With this unprecedented mobile/digital growth, we also see dramatic lifestyle technology providers, mobile is the great enabler, allowing changes. It’s hard to imagine a day without uploading/sharing a photo with brands and agencies to reach and target their consumers friends/family, navigating the streets without a mobile map, watching your EHVLGHV EXLOGLQJ SUR²OHV DQG GDWD SRLQWV WR HQVXUH WKHLU favorite shows at the time and place that you want. And this change in lifestyle mobile marketing works effectively. is making brands and advertisers create immersive experiences for their consumers on mobile using several technologies (Programmatic, location When we talk about modern marketing in 2020, it's about the data, audio beacon technology, video, re-targeting, analytics and much more.) uncertainty that has seeped into every aspect of the consumer's life– be it health, income, buying behavior, work
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