2023年印度尼西亚现代营销估算报告（英）

Resonating with Gen Z in Indonesia

Overview

In the last few years, Gen Z consumers have emerged as a significant force in the Indonesian market. They are known for reviving trends, such as Crocs, and driving new social media trends. This demographic, defined broadly as those born between 1997 and 2010, is particularly focused on those aged 18-24 in Indonesia, who are either in university or entering the workforce.

Key Characteristics of Gen Z in Indonesia

• Financial Situation: 20% of Indonesian Gen Z report feeling financially strained, only just making ends meet. Despite this, they are not necessarily penny pinchers; they are more strategic with their spending.
• Digital Natives but Not Metaverse Enthusiasts: While Gen Z is comfortable with digital platforms, 32% of them neither agree nor disagree that spending too much time in the metaverse will cause people to lose touch with reality. This indicates a balanced approach to technology and virtual experiences.
• Desire for In-Person Experiences: After spending their formative years in lockdown, Gen Z places a higher value on in-person experiences. Brands and marketers must consider this when engaging with this demographic.

Strategic Insights

• Budget-Focused: Marketers need to offer value and quality without compromising on price points. Understanding Gen Z’s financial constraints is crucial.
• Balanced Digital and Physical Engagement: Brands should leverage digital channels effectively while also creating opportunities for real-world interactions.
• Tailored Marketing Strategies: Personalized and relevant content is key to resonating with Gen Z. Engaging them through social media and other digital platforms, while also providing in-person events, can enhance brand loyalty.

Sizing the Smart Device Market in Indonesia

Market Size and Trends

• Smart Device Market: The smart device market in Indonesia is expected to grow significantly, with projections indicating a share increase of up to 25% by 2026.
• Retail Media Networks: Retail Media Networks (RMs) are poised to capture a significant share of the market, with projections reaching up to 25% by 2026. This growth is driven by the ability of RMs to optimize reach and enhance customer interactions through personalized first-party data.

Key Drivers

• E-commerce Growth: The rise of e-commerce platforms in Indonesia is contributing to the growth of the smart device market. Projections indicate that e-commerce is set to grow, with figures expected to reach 269.06 million users within the next five years.
• Government Support: The Indonesian government’s support for AdTech initiatives further fuels the growth of the digital advertising landscape.

The Role of Artificial Intelligence and Machine Learning

Transformative Impact

• AI and ML: The confluence of AI and ML is reshaping the business landscape. These technologies are not just transforming how businesses operate but are also driving unprecedented personalization in customer experiences.
• Strategic Focus: The report emphasizes the importance of leveraging AI and ML to stay ahead of the curve. It underscores the need for brands to adopt these technologies to enhance customer interactions and deliver highly personalized experiences.

The Future of Marketing in Indonesia

Evolving Consumer Behavior

• Shift from Traditional Funnel to Dot: The traditional marketing funnel is being replaced by a more modern, dot-based approach. This reflects the changing behavior of consumers, who now engage with brands through multiple touchpoints and expect tailored digital experiences.
• Cultural and Customized Approaches: Brands are increasingly mixing cultural and custom-specific strategies to resonate with Indonesian consumers. For example, Uniqlo’s transformation into a pioneer in personalization and marketing mix modeling (MMM) has led to exponential growth.

Digital Transformation

• Digital First: Indonesia’s status as a digital-first nation offers a wealth of opportunities. Brands can leverage digital tools and platforms to reach and engage Gen Z effectively.
• Customer-Centric Strategies: Understanding and aligning with the evolving behavior of consumers is crucial. Brands must focus on strengthening brand identity and understanding the core values and aspirations of their target audience.

Conclusion

The Modern Marketing Reckoner Report 2023 provides a comprehensive view of the Indonesian market, highlighting the opportunities and challenges faced by businesses. It underscores the importance of embracing AI and ML, leveraging retail media networks, and adopting customer-centric strategies. By staying ahead of the curve and continuously adapting to the digital landscape, brands can thrive in this competitive environment.