Category Archives: Branding

How Brands Can Address The Hyperdrive Impact Of COVID-19 On E-Commerce

In this global pandemic issues, many of working places are forced to close. Some of company has relied their income revenue on their online. Online sales are becoming one of the fastest growing sales since social distancing went into effect. the impact of quarantine causes e commerce to become hyper drives.

According to on, Online sales have been growing by triple-digits since social distancing went into effect. More consumers are trying Instacart, Shipt and Amazon Fresh than ever before, if they can even get a delivery slot. Look at into this picture:

Impact of quarantine-driven demand surge, through the lens of Maslow's Hierarchy of Needs

Impact of quarantine-driven demand surge, through the lens of Maslow’s Hierarchy of Needs. PROFITERO

Based on the data above, we know that Brands who are already well prepared for e-commerce and are high on the maturity curve certainly have an advantage. But most unfortunately are not prepared. Profitero and Kantar surveyed 200 brand executives just a few months ago and found that only 17% believe their organizations are leading competitors in e-commerce. The vast majority (71%) say their organisations are merely catching up or keeping pace. For this 71%, the next several months will be make or break time as organizations are pushed to the max to meet demand.

How should brands be getting more prepared for the next stage of hyper-growth in e-commerce? Here four areas to prioritize.

       1. Less talk, more walk

Leading companies don’t just talk the talk about e-commerce, they walk the walk. They make e-commerce a part of everyone’s job and even build e-commerce KPIs into bonuses. They hold brand teams accountable for quality content on retailer websites. They hold finance and sales teams accountable to online margin metrics. Setting cross functional e-commerce KPIs is the only way to overcome natural silos that occur when incentives are not aligned. However, Profitero and Kantar found that only 11% of organizations have functional-level e-commerce goals in place and 40% still lack even the most basic e-commerce goals at the company level. If you don’t have clear goals, set them before doing anything further.

       2. Be found

Because of SEO consumers are more willing to substitute brands if they’re available and visible. This is where SEO, showing up brilliantly, strong ratings and reviews and other tactics around product discovery can make or break your numbers.

       3. Stop applying offline tactics to online

In online sales your brand will compete with more brands than you sell in one of the stores. In online sales, pricing, assortment and promotional changes are happening constantly online. And retailers can algorithmically-match competitor price changes as soon as they are lowered. Leading companies recognize the differences between offline and online within the same retailer.  They take pains to develop unique product assortments for each online retailer, supported by tailored promotional strategies. Lagging companies, on the other hand, use a one-size-fits all approach applying the same brick and mortar assortment and pricing strategies to online. The result is channel conflict that erodes the profitability and damages your brand.

       4. Make agility a competitive advantage

E-Commerce is the ultimate consumer learning laboratory. In online sales you can change your content or promotional strategy in real time and quickly measure effects. Brands should use the dynamic nature of e-commerce to their advantage and constantly run experiments to test the impact of new variables on traffic. Only 37% of brands test and optimize their content to improve sales impact, according to Profitero and Kantar. 61% do not use digital shelf analytics or shopper panel data to test, measure and improve their digital execution strategies. Standing still is going backwards.

For the following months the brand will try to sale their product by online. The brands who act swiftly now to get their organizations e-commerce prepared and acting will emerge stronger from the crisis.


Resource     : FORBES.COM
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The Main Key of Branding. Understanding Customer

Community self-awareness as consumers in recognising an existing company is very influential on branding. In this case the branding process is a good and direct communication method. Where a good brand is able to convey its benefits clearly to customers without having to involve an expensive advertising process.

Managing Director of ETNOMARK Consulting, Amalia E. Maulana said, the key to make good branding activities is understanding customers or understanding what their customers want. According to her, there is no difference between the principles of branding activities in the digital and non-digital.

“I am not a person who likes to separate digital and non-digital activities. Because this can be mis-leading. We better use the term ‘Integrated Marketing Communication and Promotion’ so that it does not make a dichotomy of strategy, “she continued.

Because basically, the goal is to remain the same, that is the audience who needs a solution, whether it is in the form of products, services or experience.

“After we understand the behaviour of the audience and what can be offered by the company in accordance based what they need, then this is where branding strategies begin to be made and arranged,” Amalia said.

Amalia E. Maulana, Ph.D. Brand Consultant & Ethnographer Director, ETNOMARK Consulting

However, in the digital world, Amalia explained, exploring what consumers need becomes very easy and efficient. Because without having to meet face to face with consumers so that it more saves resources.

“If somebody ask can we explore the needs of consumers through digital media, the answer is of course it can. With digital media, without even meeting face to face we can recognise and understand many aspects of consumer life, “she explained.

Amalia further revealed, to dominate the brand’s popularity in the digital world and become a champion brand in the digital era, offline and online activities should be done simultaneously. “Not with a different team that ended up being redundant or not even hit at all,” she said.


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In the Middle of Covid-19, Online Marketing and Digital Branding are Choices

The impact of the corona virus pandemic (Covid-19) is felt in the business and economic world. In a short amount of time, marketing patterns also changed especially when social distancing and Pembatasan Sosial Berskala Besar (PSBB) were applied.

Chairman of TRAS N CO Indonesia, Tri Raharjo, said that the impact of the corona virus epidemic hit many business sectors in Indonesia. Some business sectors that have the potential to experience a decline in sales are workshops, restaurants, salons, spas, properties, mice, tour & travel, hotels, transportation, airlines, malls, fashion, and several other business sectors. Even so, according to Tri, there are several business sectors that have the potential to be stable and increase, such as health products needed during a pandemic, e-commerce, mini markets, grocery stores, pharmacies, herbal shops, internet providers, video conferencing service providers, learning applications from home , and others.

“Seeing this problem, brand practitioners must react quickly and appropriately to change their sales strategy. It is hoped that there will be no significant sales drop when the social distancing is implemented,” Tri, who also serves as Chairman of the Indonesian Brand Network (IBN) Community, Monday (13/4/2020).

To be able to survive in the midst of this pandemic, Tri continues explain, “brand actors must be able to work around this. Starting from the focus on digital marketing through websites that are used as e-commerce, social media, search engines, sales through the marketplace, and forming a reseller team to sell their products.”

“As I see, in the midst of this corona virus pandemic there are threats as well as opportunities. For marketers, of course, they must be able to capture this opportunity to be an absolute thing,” he explained.

Moreover, Tri said, currently layoff victims over the impact of this pandemic have reached more than one million people. The solution for layoff victims is to look for other alternatives by becoming a reseller or seller of products needed during this pandemic.

While for marketers, Tri continued, “they can carry out social actions by opening business opportunity patterns such as opening reseller, dropship, or other collaborations to massively sell their products to the public.”

“In the corona virus pandemic, marketers must quickly adapt to the implementation of social distancing. Because it is certainly very influential in major changes in consumer behaviour trends in shopping,” said Tri who is also a brand observer.

The government has determined the Covid-19 emergency disaster period until May 29, 2020. Of course, marketers need to react to this by making the right strategy, both during the pandemic and after the pandemic ends.

In this case, Tri also explained the brand strategy in marketing products in the midst of the 19th plague. What are they?

Electronic products for example. They can open shopping services from home. Likewise, retail businesses, according to Tri, they can open a message delivery service for optimisation. In fact, there are cosmetic companies that launch hand sanitiser products and they directly sell nationally through modern retail networks and marketplaces.

Chairman TRAS N CO Indonesia, Tri Raharjo

For education business, Tri Explained, now has made learning services from home. Students are given access to learn from home through applications that facilitate students in learning. Likewise with the garage business which is now starting to develop workshop services at home.

For training businesses, now they can directly adapt to making training or webinars that can be accessed through video conferencing applications. Some hotel brands have now also changed hotel room facilities as a resting place for medical personnel and others.

“In the midst of this pandemic, of course, brand practitioners must be wise in allocating campaign funds. Creativity when branding is absolutely must be done, especially when working from home like this. Branding activities carried out also varied, ranging from CSR activities related to virus pandemic Corona, a shopping campaign from home, branding through online media, social media, official websites, making online festivals by giving special discounts, and so on, “said Tri.

“To succeed the marketing program in this corona period, principals must coordinate intensely with their distributors, agents and retail sales networks. This is done to achieve the expected targets,” concluded Tri.


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