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The right product for the right buyer: E-commerce strategies to stand out from the pack
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ver the past three years, the way we shop has changed massively. Amid a global pandemic, more customers shifted to online shopping as it allows them to click the checkout button from the comfort of their own homes.
Of course, much of this fact can be attributed to the fact that online shopping has its own benefits, from increased convenience, wide selection and variety of products, to attractive promos and deals. In particular, e-commerce platforms have enjoyed a massive rise in popularity over the period.
As consumers flock to e-commerce, so too do businesses, from major corporations to MSMEs just starting out. According to data from tech company Tokopedia, more than 7 million new merchants joined the platform from 2019 to 2022.
With more businesses joining e-commerce platforms by the day, both new and established players will require the correct marketing strategy to differentiate themselves from the competition and worm their way to consumers’ hearts and minds.
Tokopedia, as Indonesian technology company with one of the leading e-commerce platforms, has launched Tokopedia Marketing Solutions, an all-in-one service designed to support businesses in maximizing the platform’s potential to its fullest, achieving their promotional objectives and obtaining a sustainable business growth.
Despite its relative newness, Tokopedia Marketing Solutions has been effective in guaranteeing sales and marketing objectives for businesses, one of which is South Korean electronics company Samsung.
Samsung Electronics Indonesia held the exclusive “Super Brand Deals” campaign in Tokopedia to promote its flagship products, especially in the premium smartphone market. The campaign offers a range of attractive promotions, including discounts of up to 90 percent off.
To support this goal, Samsung uses a comprehensive advertising solutions from Tokopedia Marketing Solutions, including using Dynamic Channels on Tokopedia's homepage to help gain wider exposure to a specific audience, especially smartphone and gadget fans.
In addition, Samsung uses TopAds and Tokopedia Display Network services to reach users indicated to have an interest in shopping for smartphones and gadgets, while the Broadcast Chat and Notification Ads help maximize Samsung’s presence at all consumer touch points.
With specific ad targeting features from Tokopedia Marketing Solutions, Samsung has succeeded in reaching the right audience, allowing its number of orders to increase by 121 percent and a 139 percent increase in revenue during the campaign from July 4 to 10. This shows that Samsung’s advertising investments were very effective, with a return on ad spend (RoAS) of 18.38 times the original investment.
Samsung Electronics Indonesia Head of MX Online Business, Desny Tjung, said that Samsung's focus is to continue to meet consumer needs through a series of quality smartphone and gadget products in all classes.
“As online shopping trends continue to increase, the Super Brand Deals campaign on Tokopedia, supported by the optimization of Tokopedia Marketing Solutions ads, has succeeded in helping us reach the right audience in the online segment. The success of this first collaboration is certainly a milestone for Samsung and Tokopedia to collaborate on other innovative campaigns going forward," she said.
Another brand that has benefited from Tokopedia Marketing Solutions is Frisian Flag, which took the occasion of World Milk Day in June to highlight the importance of drinking milk regularly as part of the modern day healthy lifestyle.
As part of its strategy, Frisian Flag participated in the Tokopedia Parents Festival with discounts of up to 50 percent, showcased through Tokopedia Marketing Solutions’ repertoire, including Dynamic Channel, Broadcast Chat, Search Autocomplete and TopAds.
By utilizing the Marketing Solutions Premier package, Frisian Flag managed to gain wider exposure to consumers in the Mom and Baby category. The program, which ran for eight days, succeeded in increasing the number of orders by nearly three times.
Over the course of the program, Frisian Flag recorded a 173 percent increase in the number of viewers in product detail page,, a 297 percent increase in the number of orders and a 223 percent increase in revenue with a Return on Ads Spend (RoAS) rate of 10.7 times.
Frisian Flag Indonesia Digital Transformation Director, Mutia Murwanti, explained that the company was determined to bring the benefits of milk to the Indonesian people on a daily basis and that Tokopedia had helped Frisian Flag in realizing its goals.
“Using Tokopedia Marketing Solutions, we have seen significant business growth, and this shows good market penetration of relevant consumers. We will continue with the right marketing strategy with Tokopedia Marketing Solutions to create a healthy, prosperous and harmonious Indonesia with Tokopedia," she said.
Through Tokopedia Marketing Solutions, businesses will receive various benefits, such as reaching more users spread across 99 percent of subdistricts in Indonesia. At the same time, businesses can be constantly present throughout the three stages of the consumer purchase journey, from before deciding what they want to buy, to having decided what they want to buy, to visiting Tokopedia after seeing attractive offers on other platforms such as social media.
Powered by consumer data, Tokopedia Marketing Solutions can help brands and businesses target advertisements to consumers with the right profile while also prioritizing the principles of security and personal data protection based on applicable regulations.
With its range of solutions, Tokopedia Marketing Solutions provides convenience for businesses and entrepreneurs to create, manage and optimize advertisements through technology, allowing them to focus more on developing their businesses.
Tokopedia VP of Marketing Solutions, Edwin Chayadi, said the company was delightedto see how brands on Tokopedia can achieve sustainable business growth through Tokopedia’s Marketing Solutions.
“We are committed to helping businesses in Indonesia, from small to large, to accelerate their business performance on Tokopedia in our joint efforts to support the national economic recovery,” he concluded.
