Dissecting the challenges of Digital Communication in the Pandemic Era
A marketing strategy can never be separated from the success of a business, especially one that is already in the form of a large organization such as a company. Marketing professionals today face challenges they may not have faced before. A pandemic, a situation that has been able to change the social and economic life of the Indonesian people in the past two years, and even the world.
In conditions that are very different from the previous socio-economic life order, it requires a marketing strategy that is revolutionary and of course applicable. Highlighting this, the Indonesian E-Commerce Association (idEA) tries to dig up stories from several parties in the Marketing Forum event to become experiences and lessons learned for members.
In the session, VP Blibli Travel, Theresia Magdalena was present. As we all know, the tourism sector is one of the industries that has been badly affected by the pandemic. Theresia describes how your perspective actually influences the behavior patterns and preferences of consumers in buying tourist products.
"Consumers are more concerned with cleanliness of tourist destinations / overnight stays and travel insurance. They also prefer road trip, outdoor and staycation activities, and prefer to buy travel vouchers (buy now for later), ”said Theresia in the Marketing Forum which was held on Thursday (29/4).
On the same occasion, Digital Marketing Practitioner Ignatius Untung also attended and explained the current condition of consumers. Untung describes the harshness of the current conditions with the Ice Berg Theory. "In normal conditions, marketing only looks at needs and wants, but in new normal conditions there is pain, fear, and anxiety that affect it," said Untung.
What also needs to be in the spotlight, this man who is now also exploring Neuromarketing also invites marketers to pay more attention to consumers. The reason is, humans do have the ability to adapt, including with pandemic conditions.
"Humans have two patterns of behavior, namely seek pleasure or avoid pain, in which the majority of people prefer to avoid pain," said Untung added. "So that when a pandemic, people will be more willing to seek pleasure if they get double or more."
To Do and Supposed To Do
Facing the condition of consumers who are also at the stage of adjusting to the pandemic, marketers are challenged to be able to elaborate and innovate. The battlefield, which is no longer the same as two years ago, demands creativity that is able to arouse consumers' interest to buy and use products from the company again.
Blibli Travel, according to Theresia, understands how consumers still need the pleasure of traveling even though in a different form than before the pandemic. "Facing the pandemic and answering customer needs, we are trading live virtual tours from various domestic and international destinations."
Furthermore, in the question and answer session, Theresia also explained the strategies that were also taken into consideration by Blibli Travel. "Currently, it is more engaged through personal and direct approaches to consumer retention."
He explained that in the tourism industry, consumers must first feel and see that the service is good. "So you more maintain the existing customers, and also tidy up the facilities, increase the seller's inventory, and improve what can be repaired."
Meanwhile, Untung invites marketers to prepare a strategy after the new normal. "What can be done to face the post-new normal era?"
Untung continued, the first is to anticipate and take the opportunity early, identify the desired activity or product if the situation is normal. Second, identifying products that are still relevant in normal situations, then also identifying and developing habit patterns in normal situations later.
Fourth, if the initial three strategies have been implemented, the company needs to have a high exit barrier strategy. For example, providing services or pleasant experiences. "Then also maintain our company brand so that it continues to be seen by the public, and build a brand that has empathy, because a good brand will not take big profits in difficult conditions."
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Editor: Vriana Indriasari