JAKARTA: Indonesia’s marketing community has many reasons to feel optimistic in 2018 with rise of mobile customer experience, video content and chatbots emerging as key areas for brands, according to a senior agency executive.

According to Anish Daryani, President and Director of M+C Saatchi Indonesia, the future is bright as Indonesians embrace transformative technologies such as smartphones, with marketers looking to mobile and video content to engage consumers in the year ahead. (For more, read WARC’s report on Indonesian marketing trends for 2018)

“Video content will continue to grow in 2018, giving brands the opportunity to make meaningful connections with their consumers,” Daryani said, in an exclusive report for WARC on Indonesian marketing trends. 

Statistics by GlobalWebIndex predict that Indonesians will spend 8 hours 51 minutes per user per day online - the 4th highest in the world, behind Thailand, Philippines and Brazil.

“Ephemeral content has been gaining in popularity, growing by 70% in 2017 over the previous year. Insta-stories on Instagram, Facebook Stories and Snapchat give users the opportunity to create fresh content that disappears after a while” he said.

A focus on mobile customer experience is also likely to be a focus for brands, with Daryani predicting chat bots to become more popular.

“As people have more frequent conversations with brands on their websites or social media platforms, the need for brands to respond real-time and meaningfully can't be overemphasized. This is where Chat Bots come into play, to which businesses in Indonesia will resort to with the hope of keeping their customers and followers happy,” he predicted.

Likewise, brands will look to sharpen their mobile customer experience for mobile-first Indonesian users.

“Development of apps that are light and fast, app search marketing and app search optimization will continue to happen, but PWA's (Progressive Web Apps) – mobile sites that deliver app-like experience optimizing the hardware features of the phone – will gain in prominence.”

Sourced from WARC