How marketer act and do marketing in the time pandemic, especially on covid-19. Digital Marketing in the time pandemic is a thinking based on observation that current situation, especially in the covid-19 outbreak

1. Digital
Marketing
In time of Pandemic

2. PROPRIETARY & CONFIDENTIAL
Please join now :
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Share your thought,
Feedback
Questions !
Let’s collaborate to fight this Pandemic

3. PROPRIETARY & CONFIDENTIAL
Caveat | Consumers Insight
Today’s point
Pivot Sales and Marketing During Pandemic
What should we do (Possible way to respond )
1
2
3

4. We have culled insight from various sources such as
Nielsen, Facebook Asia, Google, BCG, McKinsey, Leadfeedr, Kantar, Deka
Research reports to provide all of us with a broad overview on how this
Pandemic affects business and communities and possible way to respond.

5. 80%
Facebook – KANTAR Study, on Facebook Studies
of Indonesian Respondent
are afraid of contracting
the COVID-19 disease

7. Behavior changes in the response to Pandemic
What we missed out during the outbreak ?
39% 34% 27%
No more
eating out,
socializing
No go to
the mall
No more
“Halan
halan”
Source : Deka Research online Survey at 7 main cities greater Jakarata, Bodetabek, Bandung, Semarang, Surabaya, Malang & Medan

8. Behavior changes in the response to Pandemic
What we missed out during the outbreak ?

9. 51% 48%
43%
Vitamin C
Vitamin E &
Multivitamin
Rice
Antiseptic
Source : Deka Research online Survey at 7 main cities greater Jakarata, Bodetabek, Bandung, Semarang, Surabaya, Malang & Medan
“Back to basic”
What the latest bought items ? (top 3)

10. “Back to basic in more detail ”
What the latest bought items ?

11. Welcoming “new normal” life
What is the past week activities during outbreak

12. PROPRIETARY & CONFIDENTIAL
How to Pivot Sales
and Marketing
During Pandemic

14. 1. Rise up the Empathy
#staysafe #wfh #followtherule #herooftheday #paramedic

15. 2. Take care your self & family
#staysafe #wfh #socialdistancing #cicingdiimah #ngajedogheula

16. This is a global pandemic
Source : https://covid19.who.int/

17. 3. Actively involved against Pandemic

18. 3. Actively involved against Pandemic

19. 3. Actively involved against Pandemic

20. 3. Actively involved against Pandemic effects

21. 3. Actively involved against Pandemic effects

22. 4. Life is full of options
You Can’t Control
● The virus
● The news
● The politics
● Kim Jong Un
● @bapak2id &@ibu2id
● @eddyabalabal
● Tokopedia-Brace Rumors
● Netflix serials
You Can Control
• Your Ramadhan Agenda!
• Your Zoom/Webex/Whereby/Meet
• Mood +
• Mindset +
• Sharing/Shadaqah/Do Good Program
• Decision towards your Marketing &
Sales!  Lockdown! Eh PSBB 
Tough but we must face it.

23. 5. Consumers are shifting more toward online activities
+32%
Increase Online
Shopping activities
+42%
Increase In Home
Streaming
% Responden In Asia
Source : KANTAR – Covid-19 in Asia which Singapore, Indonesia, Philippine, South Korea, Japan and Thailand

24. 6. Consumers are considering option such us online
shopping and food delivery
+20%
Spent more on
online purchase
+14%
Order food delivery
more often
% Responden In Indonesia
Source : YouGov – Covid-19 in online survey in Indonesia during March 2020

26. Source : Picture is belong to Daria Shevtsova (Unspash)
If you are :
1
Business that
Require offline
experience
2
Rely on
supply /demand
from Red Zone area
3
Any other type
of business

27. Adopt your customer
communication
Re-imagine Marketing
Strategies
Plan to path recovery

28. Adopt your customer
communication
Case Study :
Indonesia Supermarket as the most value for money brand of Supermarket
Terima kasih telah menghubungi
TIP TOP Rawamangun
Jl. Balai Pustaka Timur No.35, Rawamangun, jaktim 13220.
Orderan anda akan kami jawab sesuai dengan urutan whatsapp
yang masuk, mohon sabar menunggu.
Order ini hanya untuk Delivery Service.
Untuk Pick Up Service hubungi nomor 081317173391
Adapun Jam Operasional pelayanan kami mulai jam 10.00 WIB
sampai 17.00 WIB, diatas jam 17.00 WIB maka proses
dapat dilakukan pada hari berikutnya.
Digital Marketing :

29. Adopt your customer
communication
Case Study :
Indonesia Supermarket as the most value for money Supermarket
Shopping Time : 30 Minutes #noID. #shorter time operation #Social Distancing .

30. Adopt your customer
communication
Case Study :
Indonesia Supermarket as the most value for money Supermarket
Establish E-Commerce – ASAP tiptop.co.id
#PSBB
Digital Marketing :

31. Adopt your customer
communication
Case Study :
Indonesia Supermarket as the most value for money Supermarket
Shifting to E-Commerce
#Social Distant.

32. Adopt your customer
communication
1.Empathy on consumer voice
2.Assurance that we follow COVID-19
Protection Procedure
3.Show it your new rule to do
transaction clearly
4.Re-shape new operation procedure
to do fulfillment
5.Gear to buy online transaction

33. Adopt your customer
communication
Re-imagine Marketing
Strategies
Plan to path recovery

34. Re-imagine Marketing
Strategies
Plan to path recovery
Price Waterhouse Coopers in Covid-19!
For Retail Banking Marketing Campaign
Where possible, bring media and media
analytics spend in-house and benchmark its
use.
This will help you scale responsibly as the
business recovers. You may be able to move
creative development spending in-house as
well.
Take a closer look at how you spend resources
to build brand and acquire customers. If you
see ways to pull back from lower priority or
lower margin efforts, do so.
Source : https://www.pwc.com/us/en/library/covid-19/coronavirus-impacts-retail-banking.html

35. Re-imagine Marketing
Strategies
Plan to path recovery
Indonesia
For Retail Banking Marketing Campaign

36. Re-imagine Marketing
Strategies
Plan to path recovery
Product from Dine-in to Frozen Food. Order via site
Ayam Geprek Juara, Ayam Nida, KFC, McDonalds,
Pizza Hut
1. Re-contact existing customer
2. Volume Promo ( buy 4 get 1 free
3. Using Delivery services

37. Re-imagine Marketing
Strategies
Plan to path recovery
Marta Tilaar
Cosmetic to Family Care
Massive Production on Hand Sanitizer
1. Ride on the momentum
2. Product that triggering sales conversation
3. Accelerate the Rising Star Category to Cash-cow Category
Digital Marketing :

38. Re-imagine
Marketing
Strategies
Plan to path recovery
Lippo Mall Puri
Mall to Hospital Covid – Temporary
Hotel Inna (HIN) to Catering Business
1. This is about occupancy rate and traffic
2. Corporate Asset to collid, other asset business spreads
3. What next ? Wait and see

39. Adopt your customer
communication
Re-imagine Marketing
Strategies
Plan to path recovery

40. Plan to path recovery
Review
Target Market
Deep dive
Sales Trigger
Setup Data
Analytic

41. Plan to path recovery
Review
Target Market
Is your current Target Market relevant ?
What sector/products/sales funnel has been impacted positively/negatively ?
Identify Active market and buyers ?
Adjust your ICP accordingly ?

42. Plan to path recovery
Is your current ICP relevant ?
What sector has been impacted positively/negatively ?
Identify Active market and buyers ?
Adjust your ICP accordingly ?
Review historical sales
What sales trigger drove pipeline in the last 6 months or 12 months ?
Are they still relevant ?
Prioritize asset to the highest close rate category ?
Review
Target Market
Deep dive
Sales Trigger

43. Plan to path recovery
Is your current ICP relevant ?
What sector has been impacted positively/negatively ?
Identify Active market and buyers ?
Adjust your ICP accordingly ?
Review historical sales
What sales trigger drove pipeline in the last 6 months or 12 months ?
Are they still relevant ?
Prioritize asset to the highest close rate category ?
Your data foundation is right
Activate the first and 3rd party data
Listen carefully your trigger closing sales
Prioritize account that active buying
Review
Target Market
Deep dive
Sales Trigger
Setup Data
Analytic

44. PROPRIETARY & CONFIDENTIAL
What should we do next !
Digital Marketing in time of Pandemic
how to raise up the Empathy bar and keep
relevancy
. Re-Assurance |. Re-Assist |. Re-Action

45. Confidential and Proprietary
Digital Marketing in the time of pandemic
Re-ICP | Buyer Journey | SMART Goal.
Re-assurance,
- Web move to e-commerce
- Activate Collaboration Tools
with team & client properly
Re-assist ,
- SocMed, speaks as human
- Content that you are comply
and cooperate
Re-action ,
- Be-Present once people
looking your business in SEO,
SEM
- Targeted Placement only for
new ICP during outbreak
Re-assist ,
- High open rate on mail
- Optimize web drive great traffic

46. Banyak jalan untuk bisnis kita mudah
ditemukan di digital apalagi di era
Pandemic
There are various ways for our business to be easily found on
digital especially on this pandemic era.

47. Membangun bisnis daring ini tidak
sepenuhnya sama dengan membangun
bisnis offline kantoran/toko
Building a business online is similar but not the same as offline.

48. https://www.youtube.com/watch?v=UwQhK4U-N2k

51. Re-Assist Re-ActionRe-
Assurance
Build digital ecosystem and
digital marketing channel
How is your website easy to find?
How is your content toward
Pandemic
Complete your digital
ecosystem that make people
more easy to get
Create “magnet” to ensure
that you are experti on digital
Spreads your content and ideas
to the right man and right place
Sniper Strategy than shotgun

52. Bangun
Build a digital ecosystem that is
adequate for your business
Bangun digital ecosystem yang
memadai untuk bisnis Anda
Re-
Assurance
Build Risk Mitigation

53. Bangun
Build a digital ecosystem that is
adequate for your business
Bangun digital ecosystem yang
memadai untuk bisnis Anda
● Mulai dengan mempelajari kepada siapa bisnis kita
akan targetkan.
● Gigi, Umur 27 tahun, anaknya baru 1, senang makanan sehat, senang produk sehat,
haus terhadap tips hidup lebih sehat. Ikut bahkan jadi “kompor” untuk lockdown.
Believe bahwa hidup sehat adalah satu satunya pilihan keseharian dengan keluarga
● Kemudian temukan dia ada dimana ? .
● seneng browsing tentang kuliner sehat yaitu ……. , nge-fans banget sama film Korea
generasi 3
● Siapkan ”toko/shop" anda, ada klik order & payment
Website Media Sosial Apps
Re-
Assurance
Target
Audience
Build digital ecosystem and
digital marketing channel
How is your website easy to find?
How is your content toward covid-
19

54. Lengkapi digital ecosystem
Anda dengan memberikan dan
memahami informasi tentang
bisnis Anda
Re-Assist
Being there to our customers

55. Lengkapi digital ecosystem
Anda dengan memberikan dan
memahami informasi tentang
bisnis Anda
● Buatlah Audience Anda faham bedanya Anda yang adaptive
dengan Pendemic
Kemasan botol madu kami adalah plastic biogradable dengan tetap mengutamakan kualitas
madu asli terjamin dengan mesin automatic
● Bungkuslah konten menarik dengan Media
Yuk kita simak testimonial para pengguna madu kami. Dr. Irzan khusus untuk Quality yang
sesuai dengan standard, jika ada gangguan hubungi 08121010999
● Kenali karakter audience kita seperti apa
Madu kami dipakai dalam paket sembako di wilayah IPB Sebagai bagian dari makanan sehat
yang meningkatakan imunitas tubuh
Content Media Analytic
Re-Assist
Complete your digital
ecosystem that make people
more easy to get
Create “magnet” to ensure
that you are experti on digital

56. Re-Action
Dapatkan audiens berikut
dengan perhatian mereka di
saat yang tepat
Re-Action
Bring Experience to them
It can be like Pre-order strategy
Free delivery

57. Re-Action
Dapatkan audiens berikut
dengan perhatian mereka di
saat yang tepat
• Mudahkan Audience untuk Klik dan
Bayar
• Ukur Aktivitas kita secara berkala
SEO/SEM ANALYTICS Komunitas
Re-Action
Spreads your content and ideas
to the right man and right place
Sniper Strategy than shotgun

58. PROPRIETARY & CONFIDENTIAL
Key Take away
● Leverage Omnichannel
○ Customer Service | Customer Handling to lift great customer experience (social care, email
marketing and its activation)
● Shift budget to online
○ Check our Google My Business | Contents Articles | SEO --> SERP | Social Media Post | Mobile
Friendly Test | CTA Testing
● Craft your story around Home | Health | New Operation Handling
● Stay to of mind
○ Brand Awareness campaign
○ Poll ads to understand consumer preferences
○ Host live stream event that involved customers
Digital Marketing in the time Pandemic

59. PROPRIETARY & CONFIDENTIAL
Please join now :
https://bit.ly/DMPandemic
Presentation Material!
Share your thought,
Feedback
Questions !
Let’s collaborate to fight this Pandemic
Details :
heri.ardin@advika.id

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