The Digital Campaign in Indonesia

The Digital Campaign in Indonesia

Influencer marketing is on the rise. Influencers are used by brands as influential voices in social media because of their power of word of mouth which lead the people to trust others opinion when considering purchase decisions [1]. The term of influencer marketing todays known as Social Media Influencer. Social Media Influencers arise from various practices that place individuals as the key to disseminating messages using user-generated content [2]. With using the influencer expertise in created content, a brand starts to evaluating its advertising strategy. Thus, brands provide opportunities to reach the consumer more interactive and authentic [3]. Moreover, the ability of Social Media Influencers to provide viral effects is important, thus enabling Brand to enter new market segments with a social media campaign strategy [4]. As the number 4th largest population in the world with 268 million people and 150 million people of active social media user, Indonesia is one of the most important markets for digital marketers in South East Asia [5]. In Indonesia, the involvement of Social Media Influencer has become a phenomenon in delivering brand campaign messages, especially to attract consumer awareness. Social Media Influencer in Indonesia exists on all the primary social platforms: Facebook, Twitter, Instagram, and YouTube. Based on the phenomenon of Social Media Influencer in Indonesia, this research aims to explain the communication process and reveal the role of involvement of Social Media Influencers in the digital marketing campaign conducted by several Brand Communication in Indonesia. Furthermore, this research is expected to be new research in the development of the use of social media in the application of the activities of digital marketing of brand in Indonesia.Influencers as individuals who have active thoughts and activities that affect the network and the environment. Influencers are third parties who significantly reach the audience awareness and shape customer purchasing decisions. An Influencer is not important to be of a great reputation, but anyone who can influence others around them, such as: friends, colleagues, family and relatives [6]. An influencer adopts eWOM messages to communicate with audiences. This section is used by brands to improve their ability to compete in digital marketing to win over consumers. Based on previous research, eWOM messages have the potential to clarify the information about the product to change the behavior, especially related to the lifestyle of consumers. this is used by influencers in their testimonials on social media [7]. The relationship of interests that occur between influencers and communication brands is related to promoting products and becoming an introduction in the process of purchasing products or services offered. several studies have placed the role of influencers as an extension of the role of opinion leaders who are in the digital world. this explanation emphasizes how the influence of influencers influences consumer confidence and has a positive purchase intention of consumers [8]. Digital Marketing Company Arudhra Innovations

The Digital Campaign in Indonesia

The development of social media has changed the way companies and organizations to reach their audiences by creating a new strategy. Today, almost all companies, both those engaged in Business-to-Consumer or Business-to-Business, have a social media official account. Some social media platforms have agreed to be used by brands using the effects of viral messages. Through platforms such as YouTube and Instagram have created success stories from several products to generate awareness up to increasing sales [12]. Based on the size of the profits obtained by the company by utilizing social media, it raises new positions in the company. Specifically, a new division emerged based digital marketing related to social media campaign [13]. This research question interviewed the Brand Communication and PR Agency who had worked with Social Media Influencers. Table 2, present the major finding of the respondent interview. There are five common points related to the communication process and the role of Social Marketing Influencer in Indonesia. Three types of social media campaign were found: Competition/ Contest, Product launching, and Promotion. The type of social media campaign determines how the PR brand/agency determines the objectives of the social media campaign. According to interviewees, the goals of the campaign by involving Social Media Influencers are to Driving sales, Increasing awareness, and Engagement. Therefore, the purpose of social media campaigns by involving Social Media Influencers in Indonesia is for business goals and marketing goals [14]. Social Media Influencers represent new independents with the concept of endorsers. Additionally, as an endorser, they have a potential factor to shape the attitude of the audience with their social media site. They create promotion content for certain brands with the aim of gaining followers awareness up to excite purchase intention of the brand https://arudhrainnovations.com/