Is Digital Marketing the new “ace” for Advertising?

By: Ni Kadek Virgina Nanda Wedasari (Student of International Marketing Program)

Since the emergence of Internet, a new pattern of behavior is developed in the society. Digital adoption is popular nowadays, and is an important shift that business and people needs to follow. The ample of growth of internet users are increasing. This year, there are at least 88 million active Internet users, or about a third of the Indonesian population. Based on that number, 48 percent are Internet daily users, according to Indonesian Internet Service Provider Association (APJII).

The main factor that led to the rapid growth of internet usage is the fast and stable network, and also supporting mobile devices and its application. This growth will impact the exposure of advertisement in electronic media. Magna Global Data show that in 2017 global online advertising sales will pass the $200 billion mark ($204 Billion) to surpass television as the #1 category globally, with 40% of total ad sales vs. 36% for television (Magna Global, 2017).

The the new media has created a differentiation with the existing media, thus, creating offline and online media. Advertising on online media includes, display ads, social media ads, search engine marketing, video ads, and paid content marketing. The changes in behavior patterns of digital media can be seen from an active audience’s perspective. Their activeness in finding the desired information requires advertisers to adapt to attract their attention. Communication is no longer running in one direction, but there are opportunities for two-way communication. So even with the communication message in the ads, advertisers can no longer say ’my product is good for you’, but ’what product you need’.

While online advertising is more adapted, the market’s perception of it needs to be a concern of a marketer. Prior research resulted in the effect of confidence-in-the attitude toward the website advertising on user behavior, stated that Internet users have belief value that the advertisement on the website is an irritating factor, especially because its number is too many. Therefore, Internet users will as much as possibly avoid the ads appearing like their behavior when accessing traditional media (Sulistyo, 2015).

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