Digital Marketing as a Renewable Marketing Pillar

Digital marketing has become a key pillar in modern marketing strategies, especially in Indonesia, where the growth of internet and social media users continues to increase. According to a report from DataReportal, in early 2024, Indonesia had around 185.3 million internet users, which is equivalent to 66.5% of the total population of 278.7 million people. This shows that digital accessibility is expanding, and companies must take advantage of this opportunity to reach a wider audience.

With the increasing internet penetration, social media users in Indonesia have also experienced a surge. In January 2024, there were 139 million social media users, covering 49.9% of the total population. Social media platforms such as WhatsApp, Instagram, and Facebook have become very popular, with the percentage of users reaching 90.9%, 85.3%, and 81.6% of the total population, respectively. This shows that social media is not only a communication tool but also an important platform for marketing and interaction with customers.

In the context of digital marketing, companies in Indonesia are increasingly focusing on effective strategies. Content marketing is one of the main approaches, where businesses create high-quality content to attract the attention of the audience. SEO (Search Engine Optimization) also plays a vital role in increasing online visibility. By optimizing their websites to appear in search results, businesses can attract more visitors and potential customers.

However, despite significant growth in the use of digital technology, challenges remain. The digital divide between urban and rural areas is still a barrier for many businesses. Data from the Indonesian Internet Service Providers Association (APJII) shows that although internet penetration is estimated to reach 82%, uneven internet access means that many people in remote areas cannot take advantage of digital marketing optimally.

On the other hand, recent trends show that artificial intelligence (AI) and machine learning are starting to play an important role in consumer data analysis. With this technology, companies can better understand consumer behavior and make smarter marketing decisions. Video marketing is also increasingly dominating, with around 82% of all internet traffic coming from video content. This underlines the importance of integrating video into marketing strategies to increase engagement.

Overall, digital marketing has proven itself as a major pillar in the world of renewable marketing in Indonesia. By utilizing various strategies and following the latest trends, companies can not only increase their visibility online but also build stronger relationships with their customers. In this increasingly competitive business world, the ability to adapt and innovate through digital marketing is the key to achieving long-term success.

We are on the threshold of a new era of marketing---one where digital marketing is not just an option, but an absolute necessity for any business that wants to survive and thrive in this dynamic global marketplace. This transformation is not just about technology; it is about understanding consumers better and creating real value for them at every interaction. (Data source: DataReportal, 2024. Digital 2024:Indonesia)