Desy Khoirunnisa Rahman, country media manager, Unilever Indonesia, talks about Jakarta's digital growth and being at the forefront of new trends.
What makes Jakarta hot?
Indonesia is one of the top emerging market economies in the world.
In 2011, the World Bank listed Indonesia as the 16th-largest country in the world in terms of GDP, making it number one in Southeast Asia.
Jakarta is the trendsetter for the rest of the cities in the country. Its citizens are at the forefront of new trends as they are bombarded by industries and new players trying to set foot in the region.
With so many options and information sources, Jakartans are no longer buying into one-way communication when it comes to interacting with brands.
All the best talents are also heading to Jakarta to seek employment or to create their own business here.
What industries are experiencing the most growth in Jakarta?
Industries relating to technology such as electronics, tech startups, and digital service providers. Also, automotives, especially motorcycles, and hospitality and fashion, including urban female Muslim wear and online fashion stores.
Where is Unilever seeing growth and why?
With the growing population of Jakarta, where foods, refreshment, home, and personal care are among their top priorities, all Unilever brands are enjoying healthy growth in the city.
How has the digital media and marketing landscape changed and how do you envision it changing in the future?
It has evolved quite rapidly in the past few years.
We see more global players,such as Google and Facebook, making their presence in Indonesia. Digital agency growth is also at the speed of light, much faster than PR and advertising agencies.
1. Jakarta Chambers of Commerce & Industry
Jl. Majapahit No.18-22, Jakarta, 10610, Indonesia
Tel: (62) 21-3808091
2. PR Society of Indonesia
Bintaro Business Centre
Jl. RC Veteran No.1, Jakarta
Selatan, 12330, Indonesia
Tel: (62) 21-71631177
3. The Jakarta Post, PT Bina Media Tenggara
Jl. Palmerah Barat No.142-143, Jakarta, 10270, Indonesia
Tel: (62) 21-530047678 www.thejakartapost.com
In the future, I see digital gaining more importance in brands' marketing strategies and it will be more integrated.
Digital literacy for consumers will become more popular, and the so-called ‘Generation C' [Connected] will take over the consumer landscape.
In the case of Unilever Indonesia, we are often given first rights to do beta testing on new features about to be launched – the latest being for Facebook's new native advertising format designed for feature phones.
Jakarta has been named the world's most active city on Twitter. With that in mind, how is social media transforming the communications industry there?
The most popular social media platforms here are Facebook and Twitter, and they have definitely changed the communications industry.
With a significant number of consumers present on social media, advertisers are also using it as one of their promotional channels, and for some, as their customer care channel. Social media has given consumers two-way communication with brands.
How developed is the PR industry in Jakarta?
PR, advertising, and digital need to be integrated into one solid marketing strategy – one cannot survive without the other.
That being said, the PR industry in Indonesia needs to reach out more to the business side of the marketing strategy, focusing efforts not just on getting word of mouth and PR value, but also on how to help achieve the business objective of brands.
What is it like developing a local team there?
The team in Unilever Indonesia comprises many interrelating functions. There is always a common underlying goal to connect these teams.
And, being an international organization, we always actively look for and share best practices and new initiatives that can be rolled out globally.
Local insights are very important for us in order to implement the most relevant marketing strategy for our target consumers.
What do you love most about Jakarta?
I love that Jakarta is so alive and vibrant, always up to date with what's new, and how it is a melting pot of cultures.
It is one of the hottest cities in the world in terms of economic growth, and that puts me at the forefront of anything new and gives a leading edge to grow the business.