Insightful Banget, Begini Konsep Digital Collaborative Marketing yang Jadi Pegangan IndiHome Jalankan Bisnisnya

Kapanlagi.com - Running a business in the digital era is indeed a challenge. If you can't come up with out-of-the-box ideas, the risk is that the business won't be able to catch up with the latest trends. Interestingly, E. Kurniawan, VP Marketing Management Telkom Indonesia has insightful views on collaborative marketing that he uses to build IndiHome's business momentum over the past 2-3 years.

It's interesting to explore further the concept and views of digital collaborative marketing, which he believes both companies and brands are moving towards. What is the implementation of IndiHome in running its marketing campaign?

1. The Importance of Having a Digital Collaborative Mindset

Kurniawan revealed that the current digital revolution demands marketers to change their perspective. They should not only see the market within their industry, but also view it as an ecosystem that can cross industries.

“Gojek sees its market as an ecosystem. That's why it can expand its business wings to various fields across industries. Initially an online motorcycle taxi, but then ventured into payment, logistics, entertainment, and even e-commerce through a merger with Tokopedia”, explained Kurniawan.

PwC stated that the years 2020-2030 will be the era of the 'ecosystem economy'. Therefore, it is not surprising that the creation, development, and mastery of ecosystems become the key to competing. Looking at its development, currently, 7 out of 10 of the world's largest companies in terms of market valuation are companies that operate with an ecosystem business model. Such as Apple, Microsoft, Google, Amazon, and many more.

Digital collaboration becomes a great and fastest way to create, develop, and master ecosystems. "In the era of ecosystem economy, digital collaboration is the fastest and most impactful winning strategy”, he clarified.

2. 3 Important Elements in Digital Collaborative Mindset

Regarding this mindset, Kurniawan mentioned that there are 3 important elements that must exist in the Digital Collaborative Mindset.

1. Synergize Digital Capability

Through digital collaboration, brands can create synergies of the digital capabilities possessed by each collaborating partner, resulting in a much greater combined strength. By combining and synergizing their capabilities, a more powerful combined capability can be created compared to if they were to operate separately.

“Two collaborating brands have their own unique capabilities, then those unique strengths are combined, complementing each other, so that together they can create the best value. An example is the collaboration between IndiHome and Netflix”, explained Kurniawan.

2. Broaden Digital Ecosystem

Digital collaboration is also carried out to expand the ecosystem and market. When two brands collaborate, their respective ecosystems are combined, making their market pool even larger.

Each brand certainly has its own ecosystem and market. When 2 digital brands collaborate, each of these brands has access to the ecosystem of the collaborating partner brand. This will leverage the strength of each ecosystem and in turn expand the reach of both markets. An example is the merger process or joining of Gojek and Tokopedia that amplifies their ecosystems.

3. Leverage Digital Brand

Through digital collaboration, 2 or more brands will be able to boost brand equity, both in terms of awareness, image, and perceived quality.

“An example we can see is the collaboration between Disney and Hotstar, Disney is a conglomerate company and boosts the Indian-based Hotstar company for content distribution in the Asia region. Their product, Disney+Hotstar, is now available in Indonesia.”, he added.

He also believes that the 3 elements in this model will synergize the digital capabilities possessed, expand the digital ecosystem coverage, and strengthen digital brand equity through collaboration and alliances.

3. Collaboration Helps Telkom Achieve International Recognition

Good news has been obtained by Telkom Indonesia. Specifically in March 2023, they have just received international recognition in the form of a Gold Winner in the Best Customer Feedback category for the IndiHome CX Action Close the Loop Program at the 2023 Stevie Awards.

IndiHome has also received many awards from media, institutions, or survey agencies from year to year in the fields of Marketing, Brand, Innovation, customer assurance/experience, and so on. These awards were achieved because IndiHome has made many innovations, transformations, and changes in business strategies over the past 3 years.

4. IndiHome's Momentum in Business, Marketing Strategy, and Brand

Looking at its journey, IndiHome has successfully penetrated up to 501 cities or around 97.5% of cities/districts in Indonesia. This is an effort by IndiHome to achieve technological sovereignty and digital literacy by providing fixed and mobile services massively in the Frontier, Outermost, and Disadvantaged Areas or 3T.

As a result, all layers of Indonesian society have the same opportunity to access information and become the locomotive of digitalization of the nation in order to drive the digital economy of Indonesia. Not only that, the business impact is also very significant. Recorded at the end of 2022, IndiHome has already gained 9.2 million customers which has impacted the company's business performance.

Meanwhile, in the field of marketing strategy, IndiHome has successfully achieved many significant achievements. IndiHome has achieved significant revenue growth and number of customers. Increased market share in various market segments (80%), as well as the development of various innovative products and services, such as fast internet services and subscription television services. In 2022, IndiHome successfully received 37 awards and recognition from various media, institutions, both nationally and internationally.

In product development and branding, IndiHome has made many changes in customer experience, product development, and focus on service development. For example, through the development of the Higher Speed Same Price (HSSP) customer loyalty product, end-to-end sales operations, brand development through 3C (Connectivity, Creativity, and Charity), and digital marketing orchestration through Digital Marketing Operation (DMO). These innovations and transformations have successfully increased operational efficiency and IndiHome's performance, and strengthened the company's position in the telecommunications industry in terms of sentiment, image, and performance through quality of service.

In addition, in 2021, IndiHome underwent a brand transformation and changed its communication strategy from product superiority to Brand Superiority. The message that IndiHome wants to convey in its brand vision is Empowering Society, how IndiHome as a brand can become an enabler of society and help society achieve its greatest potential. Therefore, many IndiHome marketing campaign activations are dedicated to community development, such as the Blogger Competition, IGBA (Badminton Academy), LEAD (Limitless E-Sport Academy), JOIN (Just on IndiHome), and Indonesia Keren.

5. Winning by Collaborative Marketing

E. Kurniawan also added that the success of a brand is greatly influenced by the collaboration of the brand with many parties to create value for customers.

“The digital revolution demands that every marketer change their perspective, no longer seeing the limited market within the industry. But seeing it as an ecosystem that crosses industries, Collaborative Marketing is a new approach for a brand to be able to amplify its value".

Kurniawan, who serves as VP Marketing, was born on August 5, 1973. He has a strong background in electrical engineering, then continued his education at UNDIP and BINUS for business management and information systems. In 2020, Kurniawan was appointed as VP Marketing Management at Telkom Indonesia Tbk (Telkom Indonesia). As in Marketing management, Kurniawan is responsible for IndiHome's communication strategy, developing new products and services, expanding partnerships, go-to-market strategies, and maintaining the quality of the customer experience felt by customers. In his portfolio journey in business processes, product development, and information systems become important highlights in his expertise.

Before taking on the marketing role, Kurniawan led many strategic projects that successfully strengthened Telkom Indonesia's position as a major player in the telecommunications industry in Indonesia. One important project he led was the development of fixed broadband networks in Indonesia, which enabled fast and stable internet access throughout the country.

According to Kurniawan, a brand can no longer run alone, but will be stronger by collaborating with other companies by synergizing digital capabilities, expanding the digital ecosystem coverage, and strengthening digital brand equity through collaboration and alliances. So that the implementation, IndiHome collaborates with communities, KOL and Influencer, business actors, academics, and others.

6. Presenting Social Impact Activities

IndiHome has been involved in several social and community activities over the past few years. They are also involved in philanthropy and helping communities in Indonesia. Through the 3C program (Connectivity, Creativity, and Charity), IndiHome has had a significant impact on local communities through programs such as Pesona Aceh, Wonderful Papua, service to NTT, Cool Indonesia, and many more.

The company also plays a role in developing communities such as: 3 Digital Villages, 1 Digital Pesantren, gamer communities, young badminton athlete development communities, connectivity support for 6,000 patients and 2,500 health workers, 45,000 customers using student and teacher packages, 700 young athletes who participate in badminton academy selection, 12,000 students who get access to podcast learning, collaboration with 635 content creators, 6,000 bloggers, and 1,500 people who get certificates in the Just on IndiHome program.

Through the social impact collaboration strategy, Kurniawan has received several awards in the field of marketing and brand, including: Best Brand Guardian Leader by MIX Marcomm and SWA Magazine, Gold Insan PR by PR Indonesia, and Top Leader for Innovative Strategic Telecommunication Product by Warta Ekonomi.

About

Edie Kurniawan, currently serves as VP Marketing Management and PGS VP Planning and Resource Management of the Directorate of Consumer Service Telkom Indonesia. Born on August 5, 1973, and has been working at Telkom for 26 years. Kurniawan has a background in Electrical Engineering, as well as Marketing Management and Information Systems for his postgraduate studies.

(kpl/wri)