The 2nd Annual WOW Brand Festive Day 2017 was organized by MarkPlus, Inc. yesterday (9th March 2017) with several fun and engaging sessions on the theme, Branding in Indonesia, especially focusing on the digital era. The event was a huge success with over 700 attendees including marketing enthusiasts, business professionals, marketing and branding managers, students, and VIPs.
The event opened with an exclusive videotaped keynote address by Dr. Arief Yahya, Indonesia’s Minister of Tourism, and Chairperson of Nation Branding on the country’s national branding efforts, especially focusing on top 10 brand destinations including Lombok, Jakarta, Java, Bali, among others.
WOW Brands 2017
The WOW Brand 2017 Awarding Ceremony at the Festive Day acknowledged top ranking brands across dozens of product categories in six industry groups: Financial Services; Automotive, Transportation and Logistics; Communication, Hi-tech and Media; Healthcare, Property, and Consumer; Resources, Infrastructure and Utilities and Government and Public Services. The list of winners can be accessed here.
The winners are determined based on the WOW Brand Survey including 34,500 respondents in eight major cities in Indonesia. WOW Brands are based on a metric which describes high purchase action ratio (PAR) and high brand advocacy ratio (BAR) as measures of a marketer’s success in winning and keeping customers. The ultimate goal of a brand in correlation to the PAR and the BAR is that every person who knows a brand will want to purchase and finally advocate the brand. For more details on the WOW Brand Study and awarding criteria, please click here.
Indonesia Brand Campaign of the Year 2017
Indonesia Branding Campaign of the Year is conferred to a brand leader who is able to increase the awareness of its brand through the right campaign strategy. There are four categories in which this award is conferred: ATL (Above the Line), BTL (Below the line), PR (Public Relations), and Digital. The Brand Campaign of the Year winners of gold are Pertalite and Garuda Indonesia for ATL; for BTL it is Bright Gas, Telkomsel for PR, and BCA for digital category.
Digital Branding in Marketing 4.0
MarkPlus Founder and Chairman Hermawan Kartajaya and Chief Knowledge Officer Iwan Setiawan, in the session ‘Digital Branding in Marketing 4.0’, spoke about how brands are humans in this day and age, possessing human-centric attributes such as physicality, intellectuality, sociability, emotionality, personability, and morality. The concept has been discussed in the book Marketing 4.0 – Moving from Traditional to Digital written by the duo together with Philip Kotler.
Iwan elaborated on how content marketing is an integral tool for marketers to create brand curiosity, following content creation with content amplification through its brand, influencers, and media. Omni-channel marketing is for brand commitment as consumers perform showrooming (experiencing in store and buying online) and web-rooming (searching online and shopping in store). He explained what makes it critical for marketers to practice engagement marketing through mobile apps, social CRM, and gamification.
At the WOW Brand Festive Day, P&G Indonesia President Director Madhusudan Gopalan led an insightful session on the challenges marketers face in the digital age and how to address them. The 3 Cs – Content, Cost and Compliance make the three foremost challenges for marketers, according to Gopalan. Content is challenging in view of too many digital platforms and formats and therefore as a marketer, your content should be simple, eye-catchy, feature the brand’s iconic asset quickly, and communicate brand benefit effectively – especially when using quick view formats. Cost relates to not only how much is spent on a digital campaign but also allocating resources to ensure maximum visibility among those who matter. Compliance, meanwhile, refers to preventing ad fraud through bots by undertaking third-party verification when evaluating the impact of your digital campaign metrics such as traffic.
Among other highlights at the WOW Brand Festive Day 2017, Nadia Tan, Head of Southeast Asia at Facebook conducted a session on social media branding and how to overcome key hurdles, while Tony Keusgen, Country Director, Google Indonesia talked about how brands can leverage the era of multi-screening to brand themselves to the digital customer. Dendi T. Danianto, VP of Marketing Communication, Pertamina discusses how to implement digital marketing culture in a large organisation.