Heaptalk, Jakarta – During the pandemic, many businesses and SMEs suddenly went online. The increase in people’s online activities, ease of transactions, and the growing of the existing market are the factors that underlie the high number of SMEs opening online stores today.
The use of e-commerce platforms and social media has recorded an increasing trend. Even the entertainment service Netflix recorded an increase of 15.8 million during the pandemic. It indicates a change in lifestyle and the way people communicate to carry out economic activities.
Web-hosting service provider Niagahoster sees the phenomenon of going online as both an opportunity and a challenge. Understanding the intense competition in the online world, business, and SMEs is not enough to open an online shop.
In response to this, Niagahoster held a virtual conference entitled Brand Marketing Con. by Niagahoster. This event is the first largest online conference in Indonesia to discuss branding and digital marketing trends.
Collaborating with various brands such as Facebook, Kantar, Astra Digital, Amartha, KrASIA, Kaloka Pottery, Kompas Daily, and others, Niagahoster wants to provide a broader and practical perspective for business owners, SMEs, IT, communication, and branding enthusiast to the public of how to build a strong brand to reach the market and promoting it digitally.
Building a “Long Lasting” Business
The Coordinating Ministry for Economic Affairs recorded that 301,115 micro, small and medium enterprises (MSMEs) went online during the pandemic. Niagahoster also increased in going online, which recorded an increase in active clients by 7.79% in the second quarter, compared to the previous quarter.
The phenomenon of SMEs going online “impromptu” is a special note for the government and business owners themselves. Building a “durable” business is a continuous process that involves a combination of strategy, planning, and execution that is on target.
Ayunda Zikrina, Head of Brand & Reputation Management at Niagahoster, said that digital branding and promotion is a strategic duet done by personal, business owners, and companies to get attention from the public and the market. But unfortunately, these two things are still not being done optimally by them.
Niagahoster itself announced that 24.38% of business clients were strained, so they decided to close their online channels. Conclusion this is considered a combination of immature product development problems, problems in production, and financial planning due to not maximizing promotions on digital channels.
“The process of digital branding and promotion is often overlooked in building a business. As a result, the process of product innovation is hampered. People sell without paying attention to feedback or input from the market. This is what makes business unable to survive. ” said Ayunda Zikrina at the Press Conference welcoming Brand Marketing Con. by Niagahoster (24/9).
In the midst of the increasing number of businesses and SMEs going online, Ayunda suggested that businesses start building branding and digital marketing strategies to make them more widely known. This pre-requisite is also in line with Forbes’s data, namely that branding that is built consistently across all platforms will increase profits by 23%.
Going online is the beginning of success
Currently, 67.40% of the total website owners in Niagahoster admit to creating digital channels to develop their business. To reach online achievement, both personal and business owners, they are recommended to build digital branding and promotion planning from an early age.
“The business development process doesn’t stop only when you have a website or social media. Branding and marketing activities should go parallel; using online channels, both in the soft or hard sell, it can run simultaneously“, said Tarrence K. Palar, Brand Communication Manager of Kompas Daily, who was also present at the Niagahoster Press Conference (24/9).
Tarrence examined that going online was just the beginning to develop a business. Online Stores, portfolios, and landing pages on the internet also need regular and ongoing maintenance. The branding and marketing process should not stop only at the logo or visualization, but business owners should also consider making the brand’s products known and used by many people.
In the Brand Marketing Conference that has run in two consecutive days, 29-30 September 2020, Niagahoster equips the participants by inviting as many as 14 speakers to fill in 12 topics around tips on branding building, content marketing, utilizing social media to build brands, and more., this conference was held in live streaming.
Niagahoster presents several companies such as Facebook, Kantar, Astra Digital, Uang Teman, Amartha; digital agency persuasion Agency; SME businesses and start-ups such as Kaloka Pottery, Agradaya, Suwe Ora Jamu; the KrASIA media and the Kompas Daily; as well as artistic and creative actors from the Macan Museum and the Ubud Writers & Readers Festival.
