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Marketing In Asia > Blog > Marketing > Buzz > IKS: Kenapa Pemasaran Digital Mengecewakan?
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IKS: Kenapa Pemasaran Digital Mengecewakan?

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Last updated: 2019/09/19 at 12:00 AM
Azleen Abdul Rahim
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Memang menjadi perkara biasa bila ada pemilik perniagaan bersaiz kecil dan sederhana merungut tentang strategi pemasaran digital mereka yang ‘kurang’ menampakkan kesan terutamanya kepada jualan walaupun setelah berbulan-bulan cubaan untuk menjayakannya.

Mengapa?

Harapan yang terlalu menggunung. Apa yang mereka harapkan jauh lebih tinggi berbanding apa yang mereka sanggup lakukan lebih-lebih lagi dari aspek kewangan. Ini realiti yang boleh dijadikan contoh yang baik – menggunakan ‘kepakaran’ para pelajar latihan industri atau intern untuk mentadbir pemasaran media sosial syarikat anda. Ya benar, mereka dari generasi yang gemar bersosial di platform seperti Instagram, LinkedIn, Twitter dan Facebook tetapi ini tidak bermakna mereka faham bagaimana untuk menggunakan platform media sosial ini untuk memasarkan jenama anda secara profesional.

Jalan pintas. Anda hanya membayar para pelajar latihan industri tadi ataupun seorang dua freelancer di luar sana sebanyak RM500 sebulan, tetapi mengharapkan pulangan jualan berjuta-juta ringgit setahun. Nampak tak? Ini sesuatu yang tidak masuk akal langsung. Dalam dunia pemasaran digital, tiada jalan pintas untuk berjaya. Inginkan keuntungan besar tetapi tidak mahu melabur merupakan satu strategi yang sia-sia.

Pemasaran perlukan pelaburan. Bayaran untuk mendapatkan perkhidmatan pemasaran digital adalah perlu sekiranya anda tidak mempunyai pasukan anda sendiri. Sekiranya anda tidak bersedia untuk perbelanjaan ini, anda boleh melakukan sendiri untuk memasarkan jenama anda. Dalam masa yang sama, anda perlu faham terdapat juga beberapa pelaburan lain yang perlu anda keluarkan selain dari peruntukan untuk bayaran perkhidmatan tadi. Iklan berbayar di media sosial, iklan di Google, kempen-kempen oleh individu-individu berpengaruh atau influencer dan sebagainya perlu juga diambil perhatian. Pemasaran secara umumnya amat memerlukan pelaburan.

Terlalu menjadi bos. Ini juga satu realiti. Pasukan pemasaran anda tidak boleh ‘bergerak’ secara kreatif dan berkesan kerana semuanya anda ingin tentukan sama ada boleh ataupun tidak. Anda terlalu mahu mengambil keputusan dalam semua perkara kecil, terlalu dictating dan ini sangat menjengkelkan. Nampaknya anda tidak bersedia untuk lebih percayakan pasukan pemasaran anda sendiri untuk membuat keputusan.

Ingin meniru strategi jenama lain. Bagaimana anda ingin meniru strategi pemasaran digital jenama pesaing anda sedangkan situasi di sana jauh berbeza dengan anda. Mereka mempunyai pasukan pemasaran yang besar dan peruntukan kewangan yang jauh lebih dahsyat dari anda, tetapi anda masih berkeras mahukan pendekatan yang sama. Mereka menggunakan selebriti untuk kempen-kempen pemasaran mereka dan anda juga mahukan selebriti yang setaraf tetapi tidak mampu untuk membayarnya. Mereka menggunakan video yang beresolusi tinggi untuk produk mereka, anda juga mahukan yang sama. Akhirnya anda terpaksa menggunakan jalan pintas bagi mencapai apa yang dihajati. Apabila ini berlaku, bukan sahaja kualiti yang dihasilkan akan gagal, ini juga bakal mengundang padah terutamanya dari aspek survival syarikat anda sendiri dalam jangkamasa panjang.

Pemasaran adalah jualan. Kesalahan terbesar yang sering berada ke pemikiran usahawan IKS ialah dengan melihat pemasaran sebagai satu cabang kepada untuk mendapatkan jualan secara langsung. Ini sama sekali tidak benar. Fungsi utama pemasaran ialah mendapatkan perhatian pengguna tentang sesuatu jenama, membuatkan jenama itu berada di dalam ingatan mereka selama mungkin terutamanya apabila mereka ingin membeli sesuatu produk yang jenama tadi tawarkan di pasaran. Jualan pula berbeza. Fungsinya ialah untuk mengajak pengguna membeli secara langsung dan strategi yang digunakan lebih berjangka pendek. Pemasaran pula mengajak pengguna membeli secara tidak langsung, sebab itu prosesnya jauh lebih kompleks dan berjangka panjang. Proses pemasaran adalah seperti berikut;

Perhatian > Interaksi > Cuba > Beli > Rekomen/Cadangkan > Ulang Beli 

Tidak sabar. Lihat bagaimana hebatnya jenama-jenama seperti Coca-Cola, Hard Rock, IKEA dan AirAsia. Agak-agak anda, berapa lama jenama mereka kukuh di pasaran? Sudah semestinya bukan 2-3 bulan atau 1-2 tahun. Ia mengambil masa bertahun-tahun. Pemasaran adalah satu proses yang berterusan, seolah-olah ia satu larian marathon. Ia perlukan dilakukan secara konsisten, berterusan dan hasilnya akan didapati dalam jangkamasa yang sangat lama. 

Ingat. Bukan senang untuk memastikan setiap para pengguna di luar sana untuk ingatkan jenama anda ketika mereka ingin membeli produk atau perkhidmatan yang anda tawarkan.

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    Azleen Abdul Rahim September 19, 2019 September 19, 2019
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