The Warc Blog

The Warc Blog

The rise of Indonesia and the role of digital
David Tiltman, Head of Content, Warc
David Tiltman

We’ve seen a lot of interest among marketers and agencies in Indonesia. It’s one of the ‘Next 11’ group of fast-growth countries and, with a huge population enjoying rising disposable incomes, it has become a very interesting market for multinational companies looking for new sources of growth. With total adspend rising by more than 20% in 2010, it’s clear that brands – both local and foreign – are scrambling to get a piece of this new market.

So we decided to take a closer look at the emerging marketing industry in Indonesia – its consumers, its big-spending brands, its media options and some examples of successful marketing strategies. The full piece can be accessed here (Warc subscribers only), but there’s one really key point worth dwelling on: its digital market, and in particular its social media market.

Indonesia is already the second-biggest Facebook market in the world, and the fourth-biggest Twitter market. In a market where traditional media are relatively underdeveloped, social channels have huge scope to grow in importance. In some ways Indonesia's internet market is on fast-forward - there are already 23 Groupon clones in the market, according to this post.

This infographic provides a great summary of Indonesia’s digital state-of-play.

It was produced by the students of Singapore Management University under Professor Michael Netzley. They have also produced a very impressive wiki on digital media in Asia, which is worth a look, as well as this video.

A final point to leave you with is the role of mobile. Facebook and Twitter have really capitalised on the back of their mobile compatibility (in Facebook’s case it was one of the reasons it overhauled Friendster as Indonesians’ social network of choice a couple of years ago). And what’s happening in Indonesia is similar to what is happening in other emerging markets with large, scattered rural populations – that consumers’ experience of the internet comes first through mobile access, and their first experience of the PC-based web is often through an internet cafe. We’re seeing similar trends in India and Vietnam, to name two.

Understanding the role and development patterns of digital media in these markets will be crucial for marketers that want to appeal to their emerging consumer classes.

Subjects: Digital, Marketing, Advertising

29 March 2011 15:47

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