Towards the end of the year, idEA Marketing Forum held a seminar with the theme Marketing Beyond Discount at the Go-Jek headquarters, Blok M, South Jakarta. The event was attended by Andi Djoewarsa (Tokopedia VP Marketing), Rezki Yanuar (Country Brand Manager Shopee), and Ario Adimas (VP ​​Marketing Go-Jek Entertainment Group) as speakers; Harya Bimo (Definite CEO) as moderator; and 150 participants, both from idEA members and the public. For three hours, participants had the opportunity to listen to the presentation of each speaker and do questions and answers.

"We all know that so far one of the biggest attractions of e-commerce is discounts and incentives or other subsidies," Harya Bimo said when opening the idEA Marketing Forum event on Tuesday (11/27). Andi Djoewarsa agreed with this by saying that low prices, lots of promotions, and big discounts could invite many people to shop through e-commerce.

However, consumer behavior is not only influenced by it, but can change as more choices of products, platforms, and information. "To be able to change consumer behavior, there are three major parts that we can do, namely from brand, positioning, and differentiation. The marketing task is not only to make advertisements, but the follow-up of the ads, which makes people finally want to buy or not, "Andi explained.

Rezki Yanuar added that people can buy on various platforms, but there are times when consumers will be loyal to one brand. Sensitivity to the culture and needs of consumers is needed, as well as the right branding strategies from e-commerce companies to attract greater engagement. Meanwhile, Ario Dimas closes by giving insight that variations and innovations in products and services are needed for further company progress.