The Advantages and Disadvantages of Digital Marketing




The Advantages and Disadvantages of Digital Marketing

























Abstract

Digital Marketing can be defined as all marketing efforts using electronic devicesinternet with various digital media and marketing tactics where you can communicate with potential customers who spend time online There is a variety of access for potential customers to be able to see your offer such as Website Blog Social Media (Instagram Whatsapp Line etc) From some of the access that they will communicate to you

In the digital marketing world you can make potential customers interested in your offer You can create advertisements email marketing online brochures and more

and also many impacts of digital marketing on our environment and life

Key words digital ecommerce marketing advantages and disadvantages


Content
1 Introduction 1
11 Research background 1
12 Significance and Purpose 1
2 Theoretical support 2
21 Digital Marketing Tactics and Examples 2
22 Search Engine Optimization (SEO) 2
23 PayPerClick (PPC) 2
24 Marketing Automation 3
25 Email Marketing 3
251 SEO manager 4
252 Social Media Manager 4
253 Marketing Automation Coordinator 4
3 Types of digital marketing for business 4
31 B2B Digital Marketing 5
32 B2C Digital Marketing 5
4 The benefits of digital marketing 5
41 Measuring Website Traffic 6
42 Measuring Application Performance and Gathering Instructions 6
5 Types of digital content should be created 6
51 Awareness Stage (Cold Market) 7
52 Stages of Consideration (Warm Market) 8
53 Decision Stage (Hot Market) 8
6 Case study of Tokopedia 9
61 Introduction of Tokopedia 9
62 History of Tokopedia 11
7 Impact of digital marketing on consumer behaviour 12
71 Know Consumer Desires Through Data on Search Pages 13
72 Potential Consumers Are Generally Active Watching Youtube 13
8 Impact of digital marketing on business 14
81 How to Start Digital Marketing 15
82 Reasons for the Importance of Digital Marketing for Companies 16
83 The Difference between Traditional Marketing 17
84 Digital Marketing Strategy 18
85 Benefits digital marketing on business 19
9 The advantages and disadvantages of digital marketing 21
91 The Advantages of Digital Marketing 21
92 The Disadvantages of Digital Marketing 25
10 Traditional marketing 27
101 The Advantages of Traditional Marketing 27
102 The Disadvantages of Traditional Marketing 28
11 Advantages and disadvantages of Tokopedia 28
111 Advantage of using Tokopedia for sellers 28
112 Disadvantage of using Tokopedia for sellers 29
113 Advantage of using Tokopedia for consumers 30
114 Disadvantage of using Tokopedia for consumers 30
12 The power of Influencer Marketing 31
121 What is Influencer Marketing 31
122 The Advantages of Influencer Marketing 32
Conclusion 34
References 35
Acknowledgements 37


1 Introduction
11 Research background
Before knowing the ways of digital marketing you must first understand what digital marketing is
Digital Marketing or Digital Marketing can be defined as all marketing efforts using electronic internet devices with a variety of marketing motivations and digital media where you can communicate with potential customers who spend time online There is a variety of access for potential customers to be able to see your offer such as Website Blog Social Media (Instagram Whatsapp Line etc) From some access they will communicate with you
In the digital marketing world you can make potential customers interested in your offer You can create advertisements email marketing online brochures and more

12 Significance and Purpose
In the past when computers and the internet were not invented advertisers used posters radios newspapers magazines etc to market their products
Since the Internet was invented rapidly increasing number of companies started exploiting resources on the Internet Digital marketing is one of the ways companies use to run their business Once digital marketing was just a little part of the overall marketing in the firm With the development of the internet and lifestyle people choose digital marketing has been more and more important than it used to be However compared to traditional marketing methods such as newspapers magazines posters Digital marketing is still very new for the marketers Therefore there are lots of questions and issues marketers need to solve
Among these issues advantages and disadvantages of digital marketing is very vital The main reason is that there are too many ways for marketers to choose to advertise their products Which way is the best one What kind of products suits which kind of marketing method In order to solve these problems advantages and disadvantages are very necessary to study This essay is about this trying to understand characteristics of digital marketing and discuss the advantages and disadvantages


2 Theoretical support
21 Digital Marketing Tactics and Examples
The best digital marketers are those who have a clear picture of how every digital marketing campaign he has supports his bidding objectives Depending on the purpose of their marketing strategy a digital marketer can create more massive campaigns through the free or paid media that he has
For example a content marketer (content creator) can usually make a series of blog posts that serve to invite Social media marketers (social media managers) function to help promote blog posts through paid and organic (nonpaid) posts on social media accounts The job of the email marketer is to create an email campaign to be sent to prospective customers to be interested in the offer offered
The following is a brief review of some of the most common digital marketing tactics and media involved in each marketing

22 Search Engine Optimization (SEO)
This is the process of optimizing your website to get a higher ranking on search engine results pages thereby increasing the amount of organic (or unpaid) traffic your website receives Useful FF media from SEO include The website Blogs Infographics Content Marketing
This term refers to the creation and promotion of content assets for the purpose of generating brand awareness traffic growth acquisition of prospects and customers Media that can be used for your content marketing strategy include Blog Posts Ebooks and Articles Infographics Online brochure Social Media Marketing
In practice is promoting your brand and content on social media to increase brand awareness control traffic and generate prospects for your business Media that you can use in social media marketing include Facebook Twitter LinkedIn Instagram Snapchat Pinterest Google+ We Chat Weibo

23 PayPerClick (PPC)
PPC is a method to drive traffic to your website by paying for each click The most commonly used PPC is Google AdWords which allows you to pay and get the top slot on Google search at per click prices Other media that you can use to run PPC are Facebook Ads Twitter promotion tweet LinkedIn Sponsored Links Affiliate Marketing Instagram Ads
A type of advertisement where you can promote other people＇s offers or services on your website There are several Affiliate Marketing applications namely Hosting video ads with Youtube Uploading affiliate links Native Ads
Native Ads refers to the main ads containing content displayed on media platforms along with other nonpaid content One example of a post sponsored by BuzzFeed that you can follow but there are also many people who think that advertising on social media is doubtful authenticity Facebook ads and Instagram ads for example

24 Marketing Automation
Marketing automation refers to software that functions to automate your basic marketing operations Many marketing departments can automate repetitive tasks that they should do manually such as The composition of social media posts Updating contact list Leading the workflow Campaign report

25 Email Marketing
Some companies use email marketing as a bridge to communicate with customers Email is often used to promote content discounts and events And direct prospective customers to visit your website There are several types of emails that you can use to conduct email marketing campaigns namely Followers of blog bulletins Following up on website visitors＇ emails that download something Greetings email to customers Holiday promotions for member income programs Tips or emails similar to customer service
What Does A Digital Marketer Do
Digital marketers are responsible for increasing brand awareness and collecting customer data (lead generation) through all the free and paid media that are used This media includes social media your website Google email advertisements
Digital marketers usually focus on creating ways of working or marketing systems working with digitalonline systems Digital marketers who are responsible for SEO for example measure organic traffic (visitors who come to your website without paying) your website from the number of website visitors who visit your website pages through searches
Digital marketing is divided by several marketing roles small or large companies need their respective digital marketing roles So there are several roles that exist in Digital marketing as follows

251 SEO manager
Key Performance Indicator Standards (Performance Indicators) Organic Traffic people who come to your website without paying
In short SEO managers have a goal to improve your website＇s ranking on Google Using various approaches to optimize ranking in search engines this person might work directly with the creator to ensure the content they produce performs well on Google even if the company also uploads this content on social media

252 Social Media Manager
Key Performance Indicator Standards Number of Shares Followers Likes Views
His job as a Social Media Manager is to develop strategies for uploading content on social media to communicate directly with potential customers Starting from distributing articles videos to anything that is needed by potential customers
Social media managers usually work closely with content marketing specialists The way it works is that the person who creates content is a content marketing specialist team while the person who distributes content is the social media manager

253 Marketing Automation Coordinator
The marketing automation coordinator helps select and manage the software that allows the entire marketing team to understand the behavior of your prospective customers and measure the growth of your business Because many marketing operations can be run separately from each other it is important for you to be someone who can group these digital activities into individual campaigns and track the performance of each campaign


3 Types of digital marketing for business
Digital marketing can be used for any business in any industry Succeeding from what your company sells digital marketing still requires a customer persona (a picture of the target customer you offer) for customer needs and creating online content that is interesting and helps them However every business has a digital marketing strategy in a different way Examples such as the application of digital marketing in various businesses below
31 B2B Digital Marketing
If your company uses a businesstobusiness (B2B) system digital marketing systems will focus on marketing customer data (lead generation) Therefore you need an attractive marketing strategy to produce quality customers for your sales force
Beyond your website you can focus your efforts on media that drive on businesses like LinkedIn the places your customer demographics spend time online
32 B2C Digital Marketing
If your company is a businesstoconsumer (B2C) depending on the price point of your product the target of your digital marketing effort is to attract people to your website and make them customers without having to use it for salespeople
Therefore you may not agree when collecting customer data (prospects) but more than is needed when building customers from the time you use your website to the time they make a purchase This means that your product features are more important than B2B businesses and you might need to use stronger invitations
For B2C companies platforms like Instagram and Pinterest are more effective than platforms that focus on businesses like LinkedIn

4 The benefits of digital marketing
Unlike offline marketing (Stores) digital marketing allows marketers (marketers) to see accurate results when you enter data If you＇ve ever put an ad in a newspaper you＇ll know it＇s hard to estimate more people who actually buy offers and consider your ad And of course there is no sure way to find out if this works and all sales
With digital marketing you can measure ROI (Return on Investment) from almost all aspects of your marketing efforts Issued with ROI itself is a measure used to purchase investment compared to the costs and initial capital incurred
Here are a few examples
41 Measuring Website Traffic
With digital marketing you can see the number of people who have seen your website pages from time to time using a digital device You can also see how many pages they visited and what they used and where they came from and so on
This knowledge helps you prioritize the types of marketing media that spend a lot of time and more efficiently based on the number of people who use this media to get to the pages of your site For example if only 10 of the audience that comes to your website (traffic) receives from organic search (without payment) you know you have to buy free time on SEO to increase the percentage
With offline marketing it＇s hard to find out more people who are interested in your brand before they talk to the seller or make a purchase
With digital marketing you can plan your marketing trends and patterns before reaching the final destination on their buying journey Checkout This means you can create the right funnel about how to attract them to your site and buy your offer
42 Measuring Application Performance and Gathering Instructions
Has it ever occurred to you to compile you to distribute leaflets so after you have distributed leaflets you don＇t know how many people opened your list or how many people were not interested
Now consider you have a brochure on the pages of your site You can measure the number of people who see the page where you upload your brochure and you can collect details of anyone who downloads However you cannot count the number of people involved in your content but you can also collect data developed by quality customers

5 Types of digital content should be created
The type of content you create depends on the needs of your audience at various stages in the buyer＇s journey You have to start from creating a customer persona or in another sense the profile of your target audience (use this free template or try (makemypersonacom) to find out what Targets Desires and Challenges your target audience is facing Your online content goals should help fulfill their goalsdesires and overcome their challenges
Then you also need to think about when your target audience is ready to receive the content that you create related to their stages in their customer＇s journey This is what is commonly called content mapping
With content mapping the goal is to target content according to
· Characteristics of someone who will consume it (that＇s where the customer persona comes) 
· How close the person is to make a purchase (their position on the customer＇s journey)
Here are three types of markets and assets that can be used at each stage of their buyer journey

51 Awareness Stage (Cold Market)
In short Cold markets are people who are not familiar with the offer that you offer You can collect cold markets through assets
· Blog post (Good for increasing organic traffic when paired with strong SEO and key strategies)
· Infographics
Because it is very easy to share infographics work to increase your chances through social media when other people share your content (Enter sample infographic images)
· Short video
Again this is very easy to share and can help your brand be discovered by new viewers by uploading them on platforms like YouTube

Warmer Market
· Viewers who don＇t know you yet but know people who are related to you
· You can attract this warmer market through support about you from people they know

52 Stages of Consideration (Warm Market)
Warm Market is an audience that already knows you (has entered your email list customers) but has not yet purchased your offer
You can gather a warm market through assets
· Ebooks are great for generating prospects because they are generally more comprehensive than blog posts or infographics which means someone is more likely to exchange their contact information to receive it
· Research report This is highvalue highvalue content that is good for generating leads New research reports and data for your industry can also function for the Awareness stage as they are often taken by the media or the industry press
· Webinar Because they are a more detailed and interactive form of video content webinars are an effective stage of content format consideration because they offer more comprehensive content than blog posts or short videos

53 Decision Stage (Hot Market)
Hot Market is an audience that already knows you and has bought your offer
You can collect hot markets through assets
· Case study
Having a detailed case study on your website can be an effective form of content for an audience at a warm stage which is ready to make a purchase decision because it helps influence their decisions positively

· Testimonial
If case studies aren＇t right for your business having brief testimonials around your website is a good alternative For B2C brands think of testimonials a little more loosely For example if you sell fashion clothes testimonials can be photos of how other people arranged the clothes or dresses they bought from you with your brand＇s hashtag

Do You Need a Large Budget for Digital Marketing

The answer depends on what digital marketing elements you want to add to your strategy
If you focus on techniques like SEO social media and content creation for preexisting websites the good news is you don＇t need a lot of budgets The main focus is to create highquality content that your audience wants to consume unless you plan to save time the only investment you need is your time

Conversely like online advertising and email listings there are definitely some costs How much it depends on the type of visibility you want to receive as a result of your ad
It is important to remember that in the digital world is very broad so to get lots of customers you have to start with lots of ideas about content marketing Make sure content marketing works well also pay attention to what your competition is displaying on content ideas And don＇t forget to contact your prospective customers through social media marketing because they are interconnected You can be sure to create a successful business with digital marketing successfully

6 Case study of Tokopedia
61 Introduction of Tokopedia
Tokopedia is an Indonesian technology company with a mission to achieve digital economic equality Since its founding in 2009 Tokopedia has been transformed into a unicorn that has influenced not only in Indonesia but also in Southeast Asia
Tokopedia has a leading business marketplace in Indonesia that allows individuals small shops and brands to open and manage online stores Until now Tokopedia has become the most visited marketplace by the people of Indonesia Since its launch Tokopedia＇s essential services can be used by everyone for free

With a vision of Building an ecosystem where anyone can start and find anything Tokopedia has empowered millions of traders and consumers to participate in the future of the economy Tokopedia consistently supports the Micro Small and Medium Enterprises (MSMEs) and individuals to develop their businesses by marketing products online

This effort can also be seen from various programs created and initiated by Tokopedia in collaboration with the Government and other parties One of the collaborative programs initiated by Tokopedia is the annual MAKERFEST event held since March 2018 The event which was held in various cities in Indonesia is a stage for the celebration of local creations aimed at encouraging the growth of the creative industries in the country

Since 2018 Tokopedia also presents Tokopedia Center This experience center has been launched in several cities in Indonesia two of which are Boyolali and Padang Through the Tokopedia Center visitors can make onlinetooffline (O2O) transactions pay bills buy tickets get information on how to use the Tokopedia app shop interactively and even find inspiration to start an online business for free

Tokopedia makes it easy for all Indonesian people from Sabang to Merauke to get their needs Aside from being the first marketplace to implement an escrow system or joint account in Indonesia Tokopedia also became the first technology company in Indonesia to introduce instant shipping through partnerships with online transportation companies This allows consumers to get goods quickly

62 History of Tokopedia
Tokopedia was officially launched to the public on August 17 2009 under the auspices of PT Tokopedia which was founded by William Tanuwijaya and Leontinus Alpha Edison on February 6 2009 Since it was officially launched PT Tokopedia has succeeded in becoming one of Indonesia＇s internet companies with very rapid growth

FUNDING
In August 2017 Tokopedia received an investment of USD 11 billion from Alibaba which is an ecommerce giant from China Tokopedia CEO William Tanuwijaya said the disbursement of funds from Alibaba was a pure investment and not an acquisition of Tokopedia For Alibaba this decision is a strategy to further expand its network in Indonesia and Southeast Asia after previously buying Lazada shares In December 2018 Tokopedia announced that it had succeeded in getting funding of US 11 billion (around Rp 16 trillion) from several investors SoftBank Vision Fund and Alibaba Group lead the funding series Tokopedia＇s valuation after receiving this funding series is estimated to reach the US 7 billion (around Rp102 trillion)

APPRECIATION
Thanks to its role in developing online businesses in Indonesia Tokopedia won the 2014 Marketeers of the Year award for the eCommerce sector at the Markplus Conference 2015 event held by Markplus Inc on December 11 2014 On May 12 2016 Tokopedia was selected as the Best Company in Consumer Industry from the 2016 Indonesia Digital Economy Award
In 2018 Tokopedia won several awards again Last May the Tokopedia application successfully topped the Apple Store beating Facebook WhatsApp and Instagram While on Android Tokopedia also managed to become the # 3 Top Chart on Google Play beating Facebook and Instagram In December 2018 Tokopedia was chosen as the best community choice application on Google Play

BRAND AMBASSADOR
On November 12 2014 Tokopedia officially announced Chelsea Islan as the brand ambassador representing Tokopedia On October 21 2015 Isyana Sarasvati became a brand ambassador representing Tokopedia
On October 7 2019 Tokopedia announced a music group from South Korea BTS became the new brand ambassador for Tokopedia BTS is a global group of megastars from South Korea overseen by Big Hit Entertainment Consisting of seven members including RM Jin SUGA jhope Jimin V and Jung Kook BTS was founded in 2013 and has had worldwide success The extraordinary growth and achievements achieved by BTS have managed to break records in recent years so that BTS is set as the Tokopedia brand persona Through this collaboration the community and BTS fans are expected to get closer to their inspirational figure


7 Impact of digital marketing on consumer behaviour
The development of the digital era is changing many ways of living in modern society Shopping habits in the market have now been replaced by online shopping so that Indonesian consumer behavior changes and makes the shopping process easier
Indonesia is known as the region with the most digital users in Southeast Asia which is around 100 million people This makes the way a product is connected to consumer＇s changes Digital marketing channels using the internet look more powerful now
Moreover the behavior of Indonesian consumers is known to be accustomed to looking for a brand review before buying it online The Google search column is a smart weapon for consumers to make their choices
The behavior of Indonesian consumers looks very thirsty for instant information from a product or service that they need Therefore the Google search page is the main place for them to go before shopping for goods This is supported by data that around 62 percent of consumers shopping online use search engines

71 Know Consumer Desires Through Data on Search Pages
On the search page they will compare brands look for detailed information to find the best prices and promos that can be found However it should be noted around 92 percent of consumers in Indonesia prefer to shop for a product that has a marketing message that is relevant to their lives
So as a brand what you need to know to outperform competitors is to understand the purpose of prospective customer search data Observe how your prospective online customers behave by searching for popular keywords what they are looking for when and what kind of moments are right
One example is the keyword promo which has grown rapidly up to 25 times over the past few years The keywords fast delivery and closest are also the ones that are increasingly increasing in search volume from this year This evidence shows that the behavior of Indonesian consumers who always filter their shopping goods with good quality low prices but safe and fast to arrive

72 Potential Consumers Are Generally Active Watching Youtube
There is a positive correlation between the frequency of watching online videos and brand engagement Because it turns out online videos like YouTube have a strong influence on consumer shopping habits Mainly about how they watched the video because they were curious and they wanted to try
This is evidenced by the increase in the keyword review up to 25 times on Youtube this year The keywords of this review are relevant for several categories of brands engaged in the field of beauty tourism and digital technology
One example is the data search for beauty products It is known that 1 out of 2 internet users does a search related to makeup and facial care products from a specific brand
Increasing the number of review keywords is not impossible if you see data that there are 92 percent of smartphone users in Indonesia who usually watch Youtube at least once a week Therefore the YouTube advert service is one solution to increase your business engagement from Youtube
A digital marketing agency that is able to offer YouTube Google Ads or SEO advertisement services is one way that you can apply to follow the behavior of Indonesian consumers who are accustomed to doing the research before making online purchases

8 Impact of digital marketing on business
Talking about the impact of digital marketing for your company or business is indeed very important Digital marketing is a good promotional activity that is used to promote a brand or product by utilizing electronic or digital media In the past digital marketing was quite limited for example television or radio that provided oneway information
But now the development of digital technology is also increasing rapidly even in almost every level of society willing to accept it So no doubt if by creating a promotional model in digital form is the most profitable way for both you and the business that you are in
Some promotional techniques that are included in the digital marketing group include SEO – search engine optimization advertising on television or radio promotion using print media using email marketing utilizing mobile marketing conducting advertisements online using Facebook ads or Google ads and the like or You can also use an electronic billboard or Videotron
Digital marketing for your business or company is very important indeed You can easily use digital marketing to promote the products or goods that you own It＇s different if you use conventional promotional media that are less effective now Using digital marketing for business you can find out its advantages when compared to using conventional media
The Advantages of Digital Marketing with Conventional Media Different if you use media brochures newspapers posters and the like to be used as an advertising medium utilizing marketing strategies that use digital media especially online you can measure precisely and even in realtime If you use digital media then you can also know how long your product ad has been seen by people
In addition to seeing how long your video ad is watched by the public you can also find out what percentage of sales conventions that occur in each ad that you install Surely you can also evaluate which ads are good for you to use and which are not good So you can know which advertising model the public likes more


The ability of this digital marketing for tracking does provide benefits for business people to calculate the ROI return of investment from the budget used in the marketing activities of a company Not only is it easy to conduct evaluations but a fairly broad geographical reach can also be one of the advantages of digital marketing compared to conventional media
If you use digital media then you can easily spread the content or brand of the product even to all corners of the world though with just one click This is what makes promotional media abandoned conventionally Because using digital marketing is more practical and efficient
For examples Tokopedia is using all the cinema in Indonesia to advertise their videos before the film is started

81 How to Start Digital Marketing
It is very important for a business person to use digital marketing techniques as a way to advance and promote his business goods or products So for you a digital marketer must know about the techniques and also the ways that are carried out and needed by the company so that the digital marketing process can run well
One important element when doing digital marketing is assets You need to know what assets you have and you can begin to focus on running just a few assets In the world of digital marketing there are several assets that you should know about such as blog posts social media accounts websites brand identity and customer review feedback
If you already have the assets referred to above then you only need to optimize existing assets in order to build your brand or product Like for example if you create a website or blog for your business then create interesting content for your prospective customers You can also use privatelyowned social media to promote
In addition how to do digital marketing is very important is that you must be active in forums or marketplaces Try your business profile to have a rating and also a good review from each customer It can also be a sign that your brand or product is good and can be trusted by others

82 Reasons for the Importance of Digital Marketing for Companies
The importance of digital marketing for businesses today does have a considerable influence The reason is if you set up a business and don＇t use digital marketing then the business or company that you founded won＇t be able to grow fast It even can cause no development though Knowing the benefits of digital marketing for your business is very important for business development
But if you don＇t use digital marketing the business you have will not be able to grow quickly and can even be left behind by your business competitors So it would be better to use digital marketing to promote the products or goods that you own You must know why the role of digital marketing is very important when compared to conventional marketing

Doing digital marketing can make you move more broadly when compared to using conventional promotional media Using digital marketing is more flexible and you can do it in several ways at once To succeed you must also continue to optimize it You can use other techniques as well so that your digital marketing methods can be successful
Using digital marketing is also very important for you to use as a tool to sell and also build a brand You have to know what social media is booming so you can easily carry out optimal digital promotions You should be able to invite readers to use your own products and be able to raise your company＇s brand
Indeed in the business world marketing is very important for you to do Even with the development of today＇s technology marketing activities have also changed to become more modern such as digital marketing that uses internet media for its promotion For that you must know the benefits of digital marketing for the business that you are running right now
The first benefit is that you can save money on promotions Using internet media as a promotional tool is indeed the cheapest way when compared to using manual methods such as distributing brochures posters pamphlets and the like So if you want your business to quickly become famous quickly then you can use internet media
Besides using this digital marketing you can reach a wider market Thus the business you run can also introduce your products to all regions not just in the area around you Thus your chance of getting many customers will also increase
The purpose of marketing is to increase your sales Because digital marketing can reach a wide market then of course your target market can be wider This of course can increase your sales Even digital marketing can help your company double revenue before you do digital marketing
83 The Difference between Traditional Marketing
Both ways of marketing are actually also the same goal to market the product Marketing itself also aims to introduce products to the public by using various types of strategies The main purpose of marketing is also to make potential customers interested in buying the products you have
The target of digital marketing is very broad Not only in the area around where your business stands but also can get to the international By utilizing digital marketing you can reach a wider market It is different from traditional marketing which will only market products around your business area
Traditional marketing also takes time and money Because you have to queue to place ads because there are other advertisers first In addition the cost you spend is also more to produce advertisements that you will spend because you have to print billboards brochures pamphlets and others
To advertise traditionally interaction is one way Like on television or on the radio You also do not know whether potential customers are interested in your product or not Unlike digital marketing you can interact with potential customers You can also see responses from readers who see the advertisement that you created

84 Digital Marketing Strategy
Every businessman will of course keep up with the times even if you don＇t want to Like for example when doing marketing Now using digital marketing is the right way for you to use it as a promotional tool But you also need to know the strategies used for digital marketing
One way of digital promotion you can use website optimization techniques using SEO It aims to optimize your website so that it can be easily found on the main page of search results Thus your product can be easily found by people using search engines
In addition content marketing techniques you can also use This technique involves users creating and distributing important consistent and also relevant content in order to attract potential customers The content created is also not arbitrary content and must include important elements for promotion
Then you can use social media techniques for marketing You can use social media that is being used to promote goods and services You also have to determine your goal of promoting your own product The many benefits of digital marketing for your business do you have to pay close attention

85 Benefits digital marketing on business
Successful businesses always provide the best service to consumers trying to improve marketing by gaining attention purchasing and loyalty

· Digital media is preferred by today＇s consumers
The fact is now consumers prefer to look on the website or Instagram because it is more practical
Before deciding to choose consumers they can check products on the website at any time and then buy either directly come to the store or shop online Shop owners who are not yet online will be inferior to shop owners who also provide online catalogs on their websites
With a product catalogs displayed on the website it really helps consumers to see the product without having to come to the store If interested maybe they will come to the store on weekends or when they are free to buy

· Providing ease of information to consumers
At that time I happened to be searching for the nearest camera shop in my location and checking whether the camera I was looking for was in that shop
The way I choose is searching on the internet by looking for the nearest address looking at the website and making sure there is a product that I want and checking what time the store is open then just arranging the schedule to come see and buy
This shows that digital existence is very useful as a source of information

· Give consumers time
Very often the consumer does not have free time to come to an outlet shop or boutique But by having digital media such as websites marketplaces and social media consumers will be very easy to see the desired product
They are complementing all digital media in order to provide consumers with many choices with what they glance at the product
This means they will be very free without limited time and place to look around before finally buying

· Stores like active 24 hours every day
Digital internet media is not limited in time and place Customers and prospective customers can always access digital media to view products whenever they want
They can see the website of the shop anytime online shop in the marketplace or on Instagram This is not possible at an offline store which if at night it would have been closed

· Your customers are unlimited with distance
Imagine if your store is in Bekasi but prospective buyers are in Pondok Cabe of course they will think if they have to go to Bekasi because it might be too far away and a traffic jam With digital media they can order comfortably from their office or home
Especially now that it＇s easier with the number of shipping couriers so they don＇t think too much about the distance

· Large selection of digital media
You do not need to worry about starting using because you do not have to use an online store that prices are relatively high You can try using marketplaces like Tokopedia Bukalapak or Instagram Social Media
But it is not enough to just make it almost all businesses must optimize their digital media in a way commonly called Digital Marketing


· Digital marketing costs are relatively cheap
As I explained at the beginning of the discussion what entrepreneurs need is marketing using digital media After you have benefited a lot from digital media the next advantage is that the marketing costs are cheap

Digital marketing itself has SEO SEM Social Media Ads Endorse and Paid Promote As long as I know the cost of advertising is much cheaper than advertising in newspapers magazines post banners or on TV and radio

9 The advantages and disadvantages of digital marketing
91 The Advantages of Digital Marketing
A promotional media that is used by many people of course must have several advantages that distinguish the promotional media from other types of promotional media Because of this advantage then everyone can judge which promotion media he will use
The same thing as digital marketing where this one promotional media has several advantages not possessed by other promotional media Because of the advantages possessed by this digital marketing that makes it favored by many people as a promotional media The advantages of digital marketing for your business are

· Targets Can Be Set as You Wish
The first advantage possessed by digital marketing promotional media is a target customer that you can adjust according to your expectations Because digital marketing has several types so you can choose one of them
Where you can choose which digital marketing to use with the availability of this option it will be easier for you to target the number of customers that you want to reach
If you expect more customers to use services or buy products in your company then you can use digital marketing which is more expensive and promising than others

· Provides Results in Short Time
Everyone of course wants to get quick results after paying for a digital SEO promotion service Especially if the promotional costs are not small the maximum results are the most expected
But not all promotional services of a company have the same quality on the results that will be provided Because sometimes there are promotional services companies that have expensive costs but the results are less than the maximum
Unlike the case if you choose to use digital marketing to promote your company the results you will get can be very good and counted in a fast period of time

· More Affordable Promotion Costs
The cost of promotion is quite expensive from a media campaign until now is still a problem that is quite dizzy entrepreneurs especially new entrepreneurs who will just start their company from the start
Because sometimes a promotional media that does have a wide reach can charge up to tens of millions just for one ad only Even though sometimes the high costs are not comparable with the results given
But this will not be found if you choose to use digital marketing for your promotional media Because promotion using digital marketing does not require a lot of budgets but can provide maximum results
· Very Broad Promotion Range
As you know if the internet has a very broad reach it can even cover the whole world For example in Indonesia internet users are not only in big cities but also in rural areas which can be said to be located in a remote place
Because of this fact it can be said that advertising through the internet can reach customers in quota more than advertisements using other media Because with just one ad many people will already know your company
· Real and Calculable Results
Every businessman who promotes certainly has hope that every product is known by many people So that customers who had never before known about your company became more familiar with your company
The good news promotion using digital marketing means that you can calculate every result you want Or another word is the high or low profit you can measure and confirm for yourself through this digital marketing ad
Because you can use digital marketing at a cost that is quite expensive but with maximum results So that any number of new customers you want to get can be fixed of course
· Can for Personal Promotion
If you think that digital marketing can only be used for company promotion then you are wrong Because media promotion through the internet this one can not only be used to promote the company or business that you have But you can also use it for personal or individual promotional media This is why digital marketing is referred to as a multifunctional promotional media
Versatility here can be interpreted as a promotional media that can not only promote one field but also can be used to promote several fields that are not interconnected So that only with one promotional media you can advertise for several fields
· As a place for communication
The next advantage possessed by digital marketing is that it can be used for communication media Communication media here is defined as communication between sellers or entrepreneurs and customers
There are even some digital marketing media that provide 24hour nonstop services So when you use digital marketing to promote your company you don＇t have to stand by every hour in front of the computer
Because there is already digital marketing that will answer every question asked of your company All you have to do is accept every order that comes in from new customers
· Can Be Used to Take Advantage Of Social Media
As we know there are currently many users of social media and increasing from time to time The increase in users of social media is also based on the increasing public awareness of technological developments
And everyone already has the awareness that if he does not keep up with the times he will be left with a lot of information and can be said to be behind civilization Because of this fact digital marketers then use social media as a place to place their ads on social media
· Competition Between Organized Businesses
Besides being able to make your business increase promotions using digital marketing can also be used as a place for grouping business competitors You could say that in the digital marketing world business people are grouped according to their groups and advertise according to the developers＇ requirements
But if in the real world business competition can be said to be very scary because every entrepreneur can do anything to advance his company without regard to existing regulations
But this does not apply to digital marketing because every entrepreneur is obliged to obey the rules of the website owner who advertises the company If the businessman is not compliant then the ad will not be run

· There is no time limit
If in print or TV media ads the advertisement that you pay will be aired according to the agreed time period and may disappear if the time period is more If the time period is up then you must create another new ad and pay it back
But it is different if you choose to promote using digital marketing Because every company advertisement that you pay can be there continuously and not limited to time Especially if you advertise on a website that you own then there is no time limit for your ad


92 The Disadvantages of Digital Marketing
Although it has advantages it does not mean that digital marketing has no shortcomings at all Because until now there has not been a promotional media that has no defects at all And of course you as a business person already understand this Because for business people a business can not only provide benefits but there is a risk of loss that will be suffered by the businessman
This is like a law in a business where entrepreneurs must be prepared to accept losses if they want to benefit from the market The disadvantages of digital marketing are
· Easily Imitated
In Indonesia the problem of plagiarism or imitation is pervasive and is not counted anymore This is because there is no specific law regarding the behavior of this plagiarism Whereas the existence of wild plagiarism parties is very detrimental to the creators
Why is that Because the plagiarism does not need to think to create a work and just copy or imitate existing actions
The same is the case with advertising with digital marketing media Where the shortcomings are very easy to copy this is because advertising is on the internet and property rights are uncertain This is the reason why advertising on digital marketing is so easy to copy
· More and More Competitors
Because everyone is starting to realize that the internet is beneficial for advancing their business from time to time more and more entrepreneurs are also using the internet as a promotional medium through digital marketing
Because of this then the business competitors that you also have more and more Because from time to time more and more entrepreneurs are choosing digital marketing for promotional media
The more business competitors there are the more your company can say the easier it is to slide This is why it is crucial for you to create ads that are different from similar ads and of course with the services of trusted advertisers
· Creativity at stake
Just as discussed in point no That business competition in digital marketing is very much Because of this much competition in advertising digital marketing skills are needed
Because of this creativity every digital marketing maker is the one who distinguishes one ad from another Because this is then everyone is forced to be able to create an ad with very high creativity Because if you lose in terms of the creativity of making ads the company＇s advertising must be displaced
· Not Always Suitable
The next drawback of promotion using digital marketing is that it doesn＇t always match between ad makers and company owners and also with customers If a company advertises a business advertisement that is considered suitable but in fact it does not match the customer at all and the ad will not bring in a new customer
Because every customer has different tastes and not always the same as the interests of others this is why many companies can suffer losses because advertisements are not in demand by customers In fact it is not uncommon that the targets that have been set cannot be fulfilled because of the less desirable advertisements

· The reputation of a company that is easily destroyed
Usually in digital marketing a column is provided for consumers to be able to offer reviews to the intended company If a useful discussion then your company＇s visitor traffic will increase Because reports from old customers can be said to be very influential in attracting new customers
Vice versa if there is just one bad review then your company＇s reputation will also be destroyed by itself In fact sometimes there are some customers who deliberately give negative reviews just so the company is destroyed so that competitors are reduced And until now there has been no technology that can overcome this
10 Traditional marketing
Traditional marketing is a promotional strategy that was carried out before the Internet This includes many marketing tactics such as direct sales via TV radio letters print advertisements (for example magazines coupon books billboards etc) and printed promotional materials such as catalogs or brochures

101 The Advantages of Traditional Marketing
Even today where technology is developing very rapidly traditional marketing has many advantages
· Traditional marketing methods may be the only means to reach your particular consumer group For example if you are interested in targeting retired CEOs most of these demographics do not make use of the internet or social media channels
· Persontoperson sales are still highly considered by many traditional marketing strategies There must be a time and place when selling traditionally because this is indeed the most effective way to market a product or service For example through persontoperson you can do a demonstration Furthermore many customers and clients prefer to do business with people who are in direct contact with them
· Traditional marketing offers the real thing There is something that can be said about showing consumers the real thing This makes it easy to provide information such as handing out business cards or owning something at private events such as lectures or trade shows

102 The Disadvantages of Traditional Marketing
Some traditional marketing shortcomings such as
· Higher costs Paying TV radio or print media can be very expensive for many home business owners
· Trying to Track for Results Traditional marketing is very similar to throwing objects against a wall and hoping they will survive It isn＇t effortless to track real quantitative results
· Usually Needs Assistance from Outside Parties Printing material buying media and making advertisements in the media all need help from outside parties such as graphic designers or scriptwriters which add to the costs
Only one direction Traditional marketing is usually forced on consumers and this often irritates them Many people don＇t like their mailboxes laden with spam emails
11 Advantages and disadvantages of Tokopedia
111 Advantage of using Tokopedia for sellers
· The appearance of the website is the most important with the dominance of green that seems fresh and simple
· Free Free Free
· The website loading is quite light especially in the shop pages and products that are very minimalistic but informative
· The addition section of the product list is also very clear the choice of more varied categories and features of wholesale prices
· Preorder features for products that need longer processing for example imported goods
· Shipping options with additional fees charged
· Transfer balances to accounts very quickly on average 23 hours a maximum of 4 hours to four major banks
· Order processing time can reach 57 days since the invoice is entered so that it can be more flexible
· Although there are a lot of bugs the security of the account is quite good the use of OTP codes is very much appreciated

112 Disadvantage of using Tokopedia for sellers
· Both the website and the application are often Error ranging from stuck notifications late notifications to slow
· Maintenance
· After maintenance even though it is only for a few hours the problem follows up to 12 days starting from missing photos slow and incompatible store data
· There is no option to blacklist the buyer
· Sometimes it can be bothered by the buyer who is a drop shipper
· The price war is too cruel slamming the price to pieces and at the same time providing a small opportunity to sell at a higher price even though it is only a few thousand Rupiah difference
· Want to become a Gold Merchant I may recommend but actually it just seems more exclusive and has a slightly better appearance the rest of the opportunities for betterselling goods have not changed
· This point is for the buyer As high as the reputation and transaction statistics are there will always be a question Ready or not
· The item stock management feature is less sophisticated when there are buyers waiting for payment the stock will not automatically decrease (There is a possibility that this system has an error because it is not ready)
· No timelimited discount feature available We cannot give details about the resolutioncomplaint feature because this is very objective

113 Advantage of using Tokopedia for consumers
· Website loading is fast when it is under normal conditions
· Display the interface both websites and applications are so simple simple and clear
· Often free promo postage usually for a month
· You can also buy train tickets pulses data packages and electricity tokens
· It can top up the Tokopedia balance for faster and instant payment methods
· With the preorder feature the chance for buyers to get goods that are indeed long processed will be higher
· The price war in Tokopedia doesn＇t directly make the price of the product cheaper
· The free returns feature when items are incompatible is especially useful for vulnerable products such as fashion shoes helmets etc
· The catalogs in Tokopedia is very helpful especially for gadget products although it is incomplete Hopefully more complete and clear in the future

114 Disadvantage of using Tokopedia for consumers
· Too many SPAM products products that cost only 100 Rupiah not a bonus and not the original price but only contain info or small talk so that it is very troublesome for buyers when looking for goods with the cheapest order
· In product searches even inactive sellers are included
· Verification of payments for manual transfers is long especially during maintenance
· Instructions for how to purchase that are too simple tend to be unclear especially for novice buyers
· Customer Service that is difficult to call when there is a problem is busy and slow to reply even on Facebook it seems complicated
· For stores whose reputation and transaction statistics are below 90 the buyer cannot simply believe that the goods sold are ready stock
· No default address settings are available for buyers
· The size of the product image whether on the application or on the website is small when clicked
· Both buyers and sellers cannot send photos or links either through discussions or private messages
· There are some shops selling fake goodsfraudsters

12 The power of Influencer Marketing
13 Conclusion
too many businesses rely on one form of marketing over another with the belief that one is better than another Although the results of one method might be effective in getting results that does not mean integrating other options cannot be just as effective For example television advertisements can attract many prospects but the same advertisements on Youtube can save money
The question is not what type of marketing is the best but instead the question is what type of offer the best way to reach your market and make them buy maybe there are strategies in traditional marketing and the internet that will work
To find out what options are best for your business you must do market research when making your marketing plan so you know who and where your market can be found both online and offline

131 What is Influencer Marketing
Before getting to know what influencer marketing is an influencer is someone who has a large number of followers and has a strong influence on his followers such as celebrities public figures YouTube and others
Influencer marketing is a product of many contentbased campaigns that have marked the digital era to date Influencers themselves are actually seen as potential consumers too Seller Well so influencer marketing is a way of marketing using influencers on social media like Instagram Youtube and other media
Reporting from the Forbes website a MuseFind survey said that 92 of consumers trust influencers more than advertising or traditional celebrity endorsements Social media itself has become a platform where almost everyone becomes active users So you could say social media and influencers have a big power in increasing your business 

132 The Advantages of Influencer Marketing
· Build Trust
Usually influencers are people who get the first information about the latest products depending on their respective fields (technology beauty travel and others) This makes them a trendsetter so that many people believe in a product if recommended by influencers
Often they are also the idols of consumers So when collaborating with your business a new perspective on the brand will emerge When he sees his idol using the product it will certainly appeal to consumers
· More affordable
To do this a business strategy does not have to be expensive Except it just wants to work with celebrities where the audience will be wider Influencers themselves are divided through the number of followers ranging from micro (number of followers of 1000100000) macros (number of followers above 100000) to celebrity influencers (using celebrities) Of course the price varies
However if compared to placing large advertisements of course the influencer marketing budget will be smaller There are also some influencers who do not take rates instead of getting the product or service for free

· Determine the Target Audience Direction
Influencer marketing itself varies on each platform because it can more easily target markets on different platforms appropriately Instagram with Facebook will certainly have different characteristics the influencers will also be different
As in Instagram influencers marketing certainly has certain targets such as millennials travelers That way adjust the platform you want to target to promote and represent the brand

· Achieve Audience Targets Effectively
If an influencer has a topic relevant to a brand in the business the target audience will automatically fit the brand because they are following the influencer
For example when a fashion brand works with a fashion influencer the target audience will be appropriate because those who follow the influencer have an interest in fashion In fact interaction with the brand can be seen directly through comments on the influencer＇s posts

· Increase Brand Awareness
If you are building a new business influencer marketing can be a new beginning to increase brand awareness As discussed in the first point influencers have become a trendsetter among social media users The level of trust and opinion has a highreliability value
So this will help consumers get to know the brands or products that your business introduces through influencers

· Help strategy content look fresher
Each influencer certainly has its own characteristics in creating content One of the advantages is where you can get fresh content from each influencer They understand how to create interesting content that is liked by their audience
This will help attract consumers because of interesting content thereby increasing the desire of the audience to try the product
· Building Partners and Partnerships
When building connections with an influencer can be the beginning of a strong relationship If it is in the long run further connections may lead to living events joint ventures or other opportunities that might benefit greatly

· Suitable for Small Businesses and Industries
One of the nice things is influencer marketing can be used by any type of business both small businesses to large businesses such as industry Since the price of advertising is far higher this strategy will be a more effective strategy As long as there are influencers in the industry or field you can use their influence on your brand marketing strategy
· Access to Millennial and Gen Z Consumers
Nowadays technology is very developed everything can be accessed on the internet so that many easy generations are starting to leave the television and prefer digital media
Market research shows 85 of Generation Z uses social media to learn new products This shows young consumers easily accept certain product information through social media platforms
That’s why Tokopedia is using Chelsea Islan Isyana Sarasvati until BTS from South Korea to promote the application

14 References
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