Redefining the Meaning of Digitalization
29 January 2020
Redefining the Meaning of Digitalization
It would be better if PR as the agent in charge of managing the brand is able to redefine the meaning of digitalization for the company or its brand.
Rizqi/PR Indonesia

JAKARTA, PRINDONESIA.CO – This phenomenon has the attention of Anastasia Grace, Senior Brand Consultant of DM ID. According to her, not all strategies implemented by a startup company are suitable to be implemented in other company’s products/services. Because different industries also have different customer’s behavior and perception of technology.

For example, the public perception of the existence of a motorcycle taxi application is different from the doctor consultation application, even though both are based online. “Don’t be mistaken,” said the woman who was met by PR INDONESIA after speaking at the DISRUPTO event in Jakarta on Monday (22/11/2019).

According to Grace, it would be better if public relations (PR) as an agent or department that is in charge of managing the brand is able to redefine the meaning of digitalization for the company or its brand. Because she often still finds PR practitioners who think that digitalization is the same as building new infrastructure and everything is completely online. “Although, the role of technology is more to the ability to make digital technology relevant to the products and services that they deliver to the target audience,” she said.

For example, the digital era allows customers to be smarter because they can get the same information as PR as the producer. Customers now tend to demand the same value. They become way more selective in determining the choices and brands they will use. “Therefore, PR is required to know the value that the customers want. Don’t let PR just invest in something that is actually not needed by the target audience,” she advised.

Nowadays, the way PR sees the audience is not only in terms of demographics such as gender, age, and socioeconomic status (SES) alone. This is because those backgrounds are not enough to be a benchmark of a person’s buying power. Furthermore, today’s audience tends to be divided into two sides. First, the hobby side. Second, their habits in consuming or using products/services.

Touch the Emotion

In addition, Grace said that if all this time PR has the task to raise awareness and encourage the audience to buy, in the digital era what the audience needs are customer experience. “They want to feel the emotional touchpoint that we build or offer. Because ultimately, branding is an emotional relationship,” she said. “There’s an emotion felt by customers when they hear or interact with our brand,” added Grace.

Don’t forget, PR as the representation of the company must be able to build a genuine and real relation in interacting with the audience. “The customers want to see if the company/brand they use has the same sincerity as them as users,” she said.

One thing for sure, a company’s reputation will not immediately be formed only by regularly distributing releases, creating a logo, or even being present on social media. Furthermore, what story that wants to be built and what message it has. (ais)

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