Paul Soegianto, Chief Strategy Officer, Blue Bird Group
The Digital marketing landscape is evolving rapidly in the last few years. This rapid evolution showcases how fast these platforms can grow their user base such as in social media, where it is showing the rapid shifts of its trends and technology which resulted in social media platforms having limited lifespans and some platforms even had to shut down completely. A prime example of theseis limited lifespan and quick road to 1 billion usersof Friendster & Facebook, then followed by Twitter, Path, Whatsapp, Vine & Periscope, Instagram, Clubhouse, and now Tiktok.
Facebook took roughly 8 years to reach 1 billion users from when it was founded. The same with Instagram wherein 2018 it reached its 1 billion user thresholds, roughly 8 years after it was first founded in 2010. All the while, Tiktok reached its 1 billion user thresholds in only roughly3 years since it went international in September 2017. In contrast to this rapid growth, Clubhouse, which gained tremendous hype in early 2021 but quickly lost its hype after only 2 months. Whereas for Twitter, they don’t grow beyond expectation,with them now only having less than 200mn users.
What happened to Clubhouse, Twitter, and the lengthy time it took for Facebook and Instagram to reach 1 billion users was caused by people’s tendencies to seek experience and engagement when consuming digital content. People nowadays, Millennials and Gen Zs in particular, are more digitally savvy and are bombarded by multitudes of information sources that greatly reducetheir attention span. People nowadays want to have experience in real-time, short time, and easy to digest. This is the reason why Instastory came to popularity and then followed by Tiktok (including Tiktok Live) with FYP algorithm to give access real-timeand a more real experience to viewers.
If people take look at magazine covers and tv shows, influencers are replacing movie celebrities and full-on models even in traditional shows such as movie awards, while traditional shows themselves are being replaced with live streaming platforms such as Twitch, YouTube Live, and Facebook Gaming.
From this, we know that the digital marketing landscape evolves very rapidly and can be revolutionary. Because of that, companies need to be fast, adaptive, and flexible. How can companies be fast, adaptive, and flexible? They need 2 things: tools and people.
For tools, choosing the right tool is crucial. Companies need to ensure that the tools they use are adaptive, can be flexible enough, and fast in adjusting to market changes.
For people, we need to create a team that is an optimum mix of people with different backgrounds, people that are exposed to technology, and people who continuously adapting their capabilities to the market. How to do that? Firstly, the marketingteam is not just about marketing, rather, consist of people from mix capabilities with different facets; they need to know the market, they are expert in the technology aspect, and they are familiar with the shift and changes of trends in the market.
In Bluebird, we are combining people and digital tools to achieve Multichannel, Multiproduct-service, and Multipayment (3M) company. 3M is how Bluebird differentiates itself from its competitors.
In Multichannel, we create new channels through partnership integrations and being omnichannel so that we offer the market a variety of engagement channels. This is to bolster the accessibilityand flexibility of our products and services, while also adapting to the trend of the industry which is collaboration and co-creation.
In Multiproduct-service, Bluebird’s flexibility is proven by our new logistic business unit that accommodates the shifting mobility needs, particularly in a pandemic situation where mobility needs focus more on logistics. We are also being flexible in providing mobility solutions that caterour customer’s preference and need through the introduction of the fixed price system.
While in Multipayment, Bluebird is quickly adapting to today’s multi-wallet ecosystem through integration with eWallet companies which in turn offer our customers flexible and convenient payment methods.
How is fast, adaptive, and flexible in 3M? In Fast, we implement new apps in 7 months, CRM in 6 months, revamp the backbone, architecture, and cloudification in a year. In Adaptive, we adapt to market changes by creating new services such as rental cars through an application, fixed price for taxis, and all new logistic business unit called Birdkirim. While in Flexible, we are no longer working as a siloed team that can do diverse things efficiently.