Revolusi Manajemen Markom di Dunia yang Semakin Datar* CEO and Entrepreneurial Development Forum S2 - Management Business IPB Bogor, 13 Juli 2010 *The World is Flat: Thomas L. Friedman

Largest Agency for Global Accounts – Four Years in a Row

Latar Belakang terjadinya Revolusi di dalam Manajemen Marketing

DEFINISI “Convergence involves the ongoing coming together of a number of technologies previously considered separate. There is a need to consider changes in management and regulation associated with this integration of telecommunications, information technology (using computer/internet) and broadcasting. The technology enabled, hybrid applications which are a product of the proliferation of the combined technologies, appear to users through fixed or mobile access, offering voice, data, image pictures, on-line and interactive services simultaneously -as multimedia services.” APEC TEL 19, March 1999) National Telecommunications Commission –World Bank Knowledge Partnership Program

Pemicu Konvergensi Meluasnya penggunaan Internet Kemajuan yang pesat dalam teknologi bergerak Deregulasi dan kompetisi Usaha global dalam mengurangi “digital device”

Detik.com 5 Milyar Penduduk Bumi Jadi Pelanggan Selular

Sumber: International World Statistics- July 2010

Pemicu Bagi Operator PSTN Migrasi Ke NGN

Revolusi yang Terjadi di Konsumen Global Source: EURO RSCG Worlwide consumer research Dec 2009 The New Consumer in The Era of Mindful Spending 72% are shopping more carefully and mindfully than they used to

48% said they won’t go back to their purchases patterns even when the economics rebound. 43% are committed to reducing their use of credit cards over the long term 69% claim to be smarter shopper than they were a few years ago, while 635 said they more demanding 64% say making environmental friendly choices makes them feel good 72% said they will use brand who doing good for society

Go Green, Get Rich

Case s

Give it back, and get it more....

The New Marketing Paradigm SEGMENTATION TARGETING POSITIONING MARKETING MIX 90’s Marketing is all about Awareness and Perception Message : Fulfill the desire EXPERIENCE ENGAGEMENT BONDING 200’s Marketing is all about Experiential Message : It’s Me Brand today’s marketing CONVERSATION ACCESS CONTENT ALIGNMENT Marketing is all Mutual Conversation Message : Taking Care of COMMUNITY CO-CREATION AFFORDABILITY PRICE PRODUCT PRICE Marketing is all about fulfill the basic needs Message : Functional Benefit 40’s PLACE PROMOTION

New Marketing Framework CONTENT CO-CREATION a product must be dynamic, is a two-way, interactive, giving the user space to be creative in accordance with each person's character. Having multiple sources of supporting infrastructure

New Marketing Framework CONTENT CO-CREATION a product must be dynamic, is a two-way, interactive, giving the user space to be creative in accordance with each person's character. Having multiple sources of supporting infrastructure

New Marketing Framework CONTENT CO-CREATION a product must be dynamic, is a two-way, interactive, giving the user space to be creative in accordance with each person's character. Having multiple sources of supporting infrastructure

New Marketing Framework A product must have the ability to give its users the option to purchase in accordance with their buying power. Prices of these products are not absolute but can be customized with the consumer desire. AFFORDABILITY PRICE

New Marketing Framework a promotional activity that provides a place for interaction: a peer-to-peer and many-to-many, where the conversation will occur between two parties which is equivalent to finding the truth value of a product. this will create a joint truth and will be more readily accepted by consumers. CONVERSATION ACCESS

a promotional activity that provides a place for interaction: a peer-to-peer and many-to-many, where the conversation will occur between two parties which is equivalent to finding the truth value of a product. this will create a joint truth and will be more readily accepted by consumers. CONVERSATION ACCESS

New Marketing Framework a promotional activity that provides a place for interaction: a peer-to- peer and many-to-many, where the conversation will occur between two parties which is equivalent to finding the truth value of a product. This will create a joint truth and will be more readily accepted by consumers. CONVERSATION ACCESS

New Marketing Framework A product must be able to identify the existence of the community to be utilize to spread the real value of a product to the target. Establishment of communities conducted from individual to individual based equivalent, so it is horizontal. Also in community activities undertaken by these products should contain empathy and alignments ALIGNMENT COMMUNITY

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