ONLINE BRANDING IN E SERVICE
ONLINE BRANDING IN E SERVICE
Akmal Zaidaan / 2401989436
This time of the COVID19 pandemic changed everything. Starting from the change in the form of everyone in the world must be in the house, requires everyone to use a mask, use hand sanitiser or hand sanitiser, requires to travel more carefully by choosing a fleet that sets social distancing, requires to do rapid tests or PCR periodically, and others. It is undeniable, Indonesian habits require buying foodstuffs, primary, secondary, and tertiary products in different ways. For example, travelling to the supermarket with only a few specific family members was previously done together. In addition, supported by the better Indonesia’s internet infrastructure, the more rampant e-commerce platforms or services scattered everywhere such as Tokopedia, Bukalapak, Shopee, can be accessed very easily from mobile phones or smart computers, the easier the payment method through online media is to use payment gateways in the form of Mobile Banking, MasterCard, Visa, American Express, PayPal, and like Midtrans which is a payment gateway aggregator by children. Indonesian nation that makes it easier for customers to pay with various platforms, and there are various kinds of discount and cashback promos offered by e-commerce players to boost the popularity of e-commerce in the eyes of Indonesian citizens. Online branding is very important since the change and increasingly aggressive people buy household products and other products through online e-commerce media. Online branding is needed so that the brand of service or brand of a product and service can be known by the public. So that online branding is an important step for companies that have been from the beginning in the virtual world in doing business or for businesses that are shifting into the online realm. Online branding itself is different from promotion through online media such as GoogleAds or FacebookAds. Online promotions usually use promotion in the form of posters and discount promos, cashback, and others to attract customers. But promotions usually only last a moment. Because if there is no promotion, then the platform and goods or services will be left with no loyal customers. In contrast to promotion, online branding has the goal to build or create an existing or new market to believe in a brand that is being built. Online branding has the goal of building trust and long-term credibility towards the consumers it targets. To achieve this, some things must be done by business actors. Namely by finding out and exploring the perspective of the organization or business entity, the challenges to branding in the online environment related to the messaging capacity of Web pages, the need to integrate brand communication and marketing across various channels, trends towards the value proposition of the organization, brands as the key search, opportunities to connect and develop brand positions, globalization, and increased public sector engagement with brands. Online branding is not only promotion but also after-sales service, communication to the value of goods that are being marketed, customer relationship management, even online branding is used to find the latest investors.
Online branding itself is very grasping a principle based on consumers, not just the interests of profit. So it is not uncommon for a startup such as an e-commerce startup in building online branding to make various efforts that had never been thought of before. Namely by conducting a campaign by attracting top local artists, attracting social media influencers, and attracting influencers, film players, even Korean boybands to be used as brand ambassadors to reach the fan market of the artist, influencer, and boyband and disseminated by using the internet media or advertising media on online platforms. In addition, because Indonesia’s access to remote communities is still limited (but already has internet access), startups also use conventional promotions in the form of advertising that spends hours on television programs in the hope that tv viewers will be educated. In addition, CRM or Customer Relationship Management is also done to maintain user loyalty by creating a virtual membership that will level up with increasingly lucrative benefits if by requiring various missions such as disseminating to personal social media or completing transactions reaching certain values, providing coupons or promos to customers who are on their birthdays, then use the newsletter sent through mobile notifications or promotional emails sent to customer emails. At the expense of the large and massive amount of human resources, natural resources, and fund resources by doing ‘burn money’ investor activities even though the startup has only made a thin profit and not even a penny profit. This shows how important online branding is for startups and ebusiness to cover and get a very limited niche or market pie and massive competition from other players or competitors in the same field.
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