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Marketing In Asia > Blog > Marketing > Trends > Pahami Perilaku Konsumen Online Untuk Digital Marketing Yang Sukses
Trends

Pahami Perilaku Konsumen Online Untuk Digital Marketing Yang Sukses

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Last updated: 2019/09/15 at 12:00 AM
Rachmad Igen
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Sebuah penelitian menunjukan bahwa, “honesty” dan “personalisasi” merupakan kunci keberhasilan marketing di sosial media.

Hari ini, kita banyak melihat brand berlomba hadir di sosial media dengan grafis dan video yang sangat bagus. Namun, banyak perusahaan yang melaporkan mengalami penurunan penjualan. Inilah anomali dan paradoks yang sedang terjadi.

Jika kita perhatikan, banyak brand sekedar hadir di sosial media. Bahkan cukup banyak yang memiliki follower gemuk namun tingkat keterlibatan sangat minimum. Lantas, para millennials yang menguasai pangsa pasar online lebih dari 50% akan percaya dengan trik tersebut?

Sebuah penelitian menunjukan bahwa, “honesty” dan “personalisasi” merupakan kunci keberhasilan marketing di sosial media. Literasi digital para millennial cukup tinggi. Mereka dapat mengidentifikasi mana brand yang menggunakan fake follower mana yang tidak. Intinya adalah trust, atau kepercayaan, sebagaimana prinsip yang berlaku umum: “No Trust No Deal”.

Perilaku Konsumen Online

Pemahaman akan perilaku konsumen online dapat menjadi dasar strategi digital marketing yang sukses. Bahwa, sebelum mengambil keputusan, lebih dari 80% konsumen online akan mencari perbandingan, informasi tambahan dan testimoni atau review dari pihak lain.

Hasil yang kita dapatkan jika hanya mengandalkan digital activation hanya sebatas brand awareness dengan target jangkauan. Ingatlah, pesaing anda juga melakukan hal yang serupa. Ketika calon konsumen potensial membutuhkan produk anda, namun brand anda tidak hadir di saluran yang lain, maka mereka akan membeli produk pesaing Anda.

Oleh karena itu dalam digital marketing dikenal konsep Inbound Marketing. Saat ini, masih banyak “konsultan” digital marketing dan praktis yang masih menerapkan mindset lawas, yakni “Above the Line” dan ini hanya menghasilkan digital activation yang tidak kunjung berakhir dan tak jelas dampaknya pada pertumbuhan bisnis.

Dengan konsep inbound marketing, seluruh usaha dikerahkan untuk mengarahkan para pemirsa menjadi pelanggan. Inbound marketing merupakan sebuah konsep yang diadaptasikan dengan pola perilaku pelanggan online. Konsep ini dapat berubah kedepannya atau bersifat dinamis, berhubung teknologi kini telah berkembang secara eksponensial.

Lantas, seperti apa konsep inbound marketing?

Inbound marketing dapat terdiri dari 3 atau 4 stage dan loopback ke stage sebelumnya untuk terus merawat pemirsa dan pelanggan. Stage tersebut dapat terdiri dari:

  1. Awareness: Penyampaian brand, masalah yang dihadapi target pemirsa.
  2. Interest: Penyampaian solusi berupa produk, bisnis, layanan.
  3. Decision: Mengangkat testimoni, influencer, thought leader, untuk mereferensikan produk atau layanan anda.
  4. Conversion: Memberikan ajakan bertindak (Call-to-Action)

Jadi, digital marketing bukanlah tempat yang tepat untuk melakukan hard selling, kecuali anda memberikan diskon 99% atau seperti Flash Sale seperti yang dilakukan Tokopedia, Shopee, dan sebagainya, atau seperti launching produk smartphone yang menghabiskan belasaan milyaran rupiah dalam sehari.

Anda harus memahami pola perilaku konsumen untuk dapat berhasil dalam program digital marketing anda. Ini harus dilakukan selain memahami buyer persona, pesaing, placement dan sebagainya. Tanpa memahami perilaku konsumen online, Anda akan terjebak melakukan digital activation seumur hidup.

Segeralah beradaptasi pada perilaku konsumen online. Dunia sedang berubah cepat, ini merupakan faktor eksternal yang harus dipahami oleh para C-Level dan para praktisi pemasaran di era yang semakin digital.

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    Rachmad Igen September 15, 2019 September 15, 2019
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    Rachmad Igen is an experience, full-stack digital marketer based in Indonesia.
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