Perkiraan jumlah belanja iklan lansiran eMarketer untuk 2018 meleset. Sedikit saja. Hanya selisih 2 juta dolar lebih turun dibandingkan prediksinya. Tetapi jumlah ini tetaplah signifikan memperlihatkan geliat industri iklan di Indonesia.
Komposisinya saja yang nyaris tak berubah. Belanja iklan untuk digital mencapai sekitar 570 juta dolar dengan sebanyak 294 juta dolar dibelanjakan di platform mobile.
Dengan jumlah sebesar di atas, ternyata belanja iklan digital sudah sedikit melampaui belanja ke platform cetak (koran dan majalah). Dan prediksi bahwa tahun 2018 kian banyak perusahaan yang banting setir dari cetak ke digital kian nyata.
Sekilas ke belakang, tahun 2017, spend iklan cetak masih lebih banyak. Kendati tak terpaut besar, namun di tahun tersebut memberi indikasi akan perubahan belanja iklan. Dan, hal itu diprediksi terjadi pada 2018, sebagai titik awal disalipnya cetak oleh digital.
eMarketer pun telah menganalisa jika perubahan ini akan terus berlanjut. Memang, jumlah total belanja iklan akan mendaki perlahan. Dari seluruh platform media cetak majalah lah yang satu-satunya mengalami penurunan. Koran naik, namun angkanya tidak menakjubkan.
Kenaikan belanja minimal 100 juta dolar hanya terjadi pada platform televisi dan digital. Masing-masing 1.890 juta dolar di 2019 dan 1.997 dolar pada 2020 pada televisi. Pada digital terkuak angka 648 juta dolar (2019) dan 745 juta dolar (2020).
Kalau masih penasaran dengan belanja di mobile, maka tersebut angka 312 juta dolar (2019) dan 367 juta dolar (2020).
Lalu kita pun mahfum dengan perubahan tersebut. Dalam konteks content marketing terutama yang mengoptimalkan aset digital sendiri tren itu juga mengalami perubahan.
Pada situasi dimana belanja iklan harus dikeluarkan seterukur mungkin platform digital adalah keniscayaan. Sebuah hal yang amat membedakan dengan platform lain yang umumnya sulit diukur, dan kalau pun tersedia biasanya tak bisa diukur sendiri.
Karena itu menjadi penting ketika Anda mulai memikirkan membuang uang untuk biaya marketing, jalan mana yang sebaiknya ditempuh.
Konsep content marketing telah membukakan mata kita semua betapa tidak semua konsep pemasaran hanya bisa dilalui dengan cara menebar citra atau membuat kampanye menggunakan media-media mainstream. Cara ini benar ketika Anda ingin mengakuisisi audience media-media tersebut.
Tetapi seringkali kita melupakan konsumen atau audience eksis yang amat membutuhkan “belaian” pemasaran. Membelai konsumen menurut praktisi yang juga keynote speaker di berbagai ajang pemasaran, Andrew Davis, adalah melalui konten.
Katanya, konten itu membangun hubungan, hubungan itu menciptakan kepercayaan, kepercayaan itu melahirkan keuntungan. Entah keuntungan secara kualitatif ataupun kuantitatif.
Davis mengatakan demikian karena content marketing adalah cara yang paling benar dan masuk akal untuk terus menjaga interaksi dan relationship tersebut. Tak terkecuali B to C atau B to B.
Anda mungkin juga berpikir, buat apa membangun akun Instagram, Facebook, LinkedIn, Twitter hingga YouTube?
Jika untuk sekadar ada lantaran tren, maka sebaiknya mulailah berpikir ulang. Sementara di balik itu semua, ada manfaat besar segala platform di atas menjadi kanal menyampaikan konten seperti apa yang disebut Davis tadi.
Pencipta konten pada hari ini bukan lagi menjadi tugas para jurnalis atau kreator konten umumnya. Namun sudah jadi salah satu tugas penting komunukasi pemasaran, komunikasi perusahaan, hingga kesekretariatan perusahaan.
Mereka menjadi kreator konten, memastikan bahwa konten-konten yang dibuat punya relevansi membangun misi. Di sisi lain, sebagai kreator Anda juga dihadapkan pada pengeluaran anggaran yang bisa dipertanggungjawabkan.
Ketika Anda membelanjakan dengan uang sebesar Rp 1 juta, apa dan berapa banyak yang bisa Anda peroleh, sebut saja jumlah audience baru, engagement yang diharapkan, hingga interaksi lain yang diinginkan. Jika pada tahap ini terus bertumbuh, kelak Anda bisa melakukan konversi pada hitung-hitungan bisnis.
Keuntungan lain konsep pemasaran konten adalah, Anda menciptakan konten milik Anda sendiri. Ada karya cipta, ada paten di situ. Sepintas memang perusahaan Anda seolah menjadi perusahaan media, tetapi itulah faktanya. Bagi perusahaan media, aset konten digital adalah harta karun. Kian banyak dan bervariasi, maka konten Anda kelak begitu terasa sebagai sebuah harta.
So, jika Anda ingin membuang Rp 1 miliar ke media milik orang lain, sebenarnya Anda hanya membutuhkan satu hal, yaitu konten Anda dinikmati oleh audience media tersebut. Namun Anda tidak pernah memiliki sendiri harta itu.
Itulah makanya mengapa Red Bull yang ingin dicitrakan sebagai produk yang kredibel di bidang olahraga ekstrim, tak mau membuang uang begitu saja ke media lain. Ia memilih mengelola sendiri, menciptakan dan mengajak kreator lain membangun “rumah olahraga ekstrim” di kanal media sosialnya. Maka Rp 1 miliar menjadi kian berharga karena Anda menjaga harta bernama konten.
Kini, Redbull juga masuk ke tren eSport. Di sana ada pasar yang bisa diakuisisi. (*)
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