Interview
Telum Talks To… Diah Andrini Dewi, Executive Account Director, Vero (Indonesia)
Telum caught up with Diah Andrini Dewi from Vero as she shared best practices on how brands could penetrate the Indonesian market, engaging Key Opinion Leaders (KOL) and how to deal with them.
As the largest economy in Southeast Asia according to World Bank, could you share a few tips for brands on building brand positioning if they want to expand to Indonesia?
To successfully expand into the Indonesian market, there are some important aspects that need to be considered, including:
Vero recently launched TrueVibe, a data-led tool to help optimise the fit between brands and influencers. How will this platform fill the gap in the communications industry?
Influencer marketing in Indonesia has been on the rise in recent years. By using TrueVibe, our team members can identify the right influencers based on six measurable criteria such as influencer reach, interests, engagement, content quality, authority, and values. Within each criterion, there are unique attributes and considerations. This tool focuses on qualitative information, in line with the client's brief or request.
Dealing with influencers has it ups and down. Could you share best practices on when is the right time to involve influencers in your branding / marketing efforts and things to note when dealing with them?
There are a couple things to consider when a brand wants to run influencer campaigns, such as:
Would you say engaging influencers can replace traditional media relations? Why?
No, I don’t think that it can replace traditional media as it has a different role from traditional media relations. First, influencer management has an objective to create 2-way communication and drive engagement with the relevant target audiences who match the brand’s persona. On the other hand, traditional media relations have an important role in driving massive brand awareness as this is not directed at any particular demographic.
Second, traditional media relations have more space to explore information comprehensively and with much more detail, therefore it has a huge role in building a positive image and brand credibility among the target audience, while influencer marketing has limitations when conveying a message, however, it has interesting elements that can be a call to action to the intended audience.
And lastly, when it comes to publication period, traditional media exists perpetually making it easier for audiences to search for pertinent information without time limits. Meanwhile, influencer marketing has limited time, considering that many influencers take down their collaboration content with brands after a certain time limit. Despite the difference between the two, both can complement each other to create a powerful effect for the brand.
As the largest economy in Southeast Asia according to World Bank, could you share a few tips for brands on building brand positioning if they want to expand to Indonesia?
To successfully expand into the Indonesian market, there are some important aspects that need to be considered, including:
- Understanding the Indonesian market
- Brand Uniqueness
- Engage with Relevant Parties
Vero recently launched TrueVibe, a data-led tool to help optimise the fit between brands and influencers. How will this platform fill the gap in the communications industry?
Influencer marketing in Indonesia has been on the rise in recent years. By using TrueVibe, our team members can identify the right influencers based on six measurable criteria such as influencer reach, interests, engagement, content quality, authority, and values. Within each criterion, there are unique attributes and considerations. This tool focuses on qualitative information, in line with the client's brief or request.
Dealing with influencers has it ups and down. Could you share best practices on when is the right time to involve influencers in your branding / marketing efforts and things to note when dealing with them?
There are a couple things to consider when a brand wants to run influencer campaigns, such as:
- Understanding the influencer landscape
- Proper timeline
- Clear brief
Would you say engaging influencers can replace traditional media relations? Why?
No, I don’t think that it can replace traditional media as it has a different role from traditional media relations. First, influencer management has an objective to create 2-way communication and drive engagement with the relevant target audiences who match the brand’s persona. On the other hand, traditional media relations have an important role in driving massive brand awareness as this is not directed at any particular demographic.
Second, traditional media relations have more space to explore information comprehensively and with much more detail, therefore it has a huge role in building a positive image and brand credibility among the target audience, while influencer marketing has limitations when conveying a message, however, it has interesting elements that can be a call to action to the intended audience.
And lastly, when it comes to publication period, traditional media exists perpetually making it easier for audiences to search for pertinent information without time limits. Meanwhile, influencer marketing has limited time, considering that many influencers take down their collaboration content with brands after a certain time limit. Despite the difference between the two, both can complement each other to create a powerful effect for the brand.
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