Indonesia - Fuelling the Mobile Marketing Trend in Indonesia

To tap into the untapped market enables you to gain some competitive advantage over the others. In other words, you are staying ahead from your competitors. As this article shows, mobile penetration in Indonesia is increasing y-o-y and thus it's an attractive method to target your customers to get "surprised" outcome. :)

Mobile penetration rate in Indonesia has been increasing yearly, with a surging growth of millions seen in mobile subscribers. Coupled by remarkable improvements in mobile technology, marketers are now finding ways to tap into the mobile market for greater consumer outreach.

Businesses worldwide are embracing mobile technology as lucrative avenues to target consumers with their brand messages. The mobile device is not just a mere communication tool but now serve as our books, health monitors, payment transfer devices, social connectors and tour guides, pervading every part of our life. The digitisation of life in Indonesia has urged companies to turn to innovative means like mobile applications and location-based services to market their brand, products and services, engage customers and build loyalty in the process. Notwithstanding that, social media is yet another viable medium that marketers can tap on for wider customer outreach.

Liam MacManus, Digital Director, Mindshare claims: “Everyone has been talking about the opportunities for Mobile in Indonesia, but how many brands are really taking advantage of this fast-evolving environment? Is it right for every brand? How can we truly understand how our consumers interact with the channel and what are the real opportunities for 2012?”

Brands might feel hesitant jumping on the mobile marketing bandwagon because they do not feel confident about their initial foray into mobile marketing. Companies face the challenge of creating a unique level of personalised, targeted, time and location-sensitive rich brand engagement and interaction with customers. Moreover, social media is an increasingly popular platform for communication and connection among Indonesians.

Venke Sharma, Senior Vice President, Arc Worldwide correctly points out: “Indonesian consumers consider social media on mobile as the New Mass media. Marketers have not leveraged the opportunity as much as they would want to.”

In order to enable maximum and impactful brand engagement, marketers need to be equipped with the most relevant insights, understanding and inspiration into the mobile milieu for a successful marketing campaign.

Harith Menon, Head of Mobile, Nokia Siemens Network explains: “There is a lack of belief that beyond TV and billboard, there are other tools that can be used effectively for an Integrated Mobile Campaign.”

Marketers need to leverage on the right tool for optimum engagement and create innovative apps to capture customers at various locations and at any time of the day. Mobile technology has significant impacts on lives of Indonesians as it creates new ways for marketers to engage and influence millions of consumers at the point of their decision.

Source: By marketeers on 9th February 2012.

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