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Dr. Agus Masrianto
Metro TV, Media Group Network, Jakarta, Indonesia
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Monday–Friday: 9:00AM–5:00PM
Hello and welcome! My name is Dr. Agus Masrianto. I am a Doctor of Management and Business, and I’m a lecturer, guest speaker, trainer, and also strategist with a strong background in statistics, media, marketing, and business management.
With more than 20 years of experience as a professional in business and management, I have acquired the skills and knowledge necessary to make a successful collaboration in business and academic research.
Dr. Agus Masrianto
A strategist with a strong background in statistics, media, marketing, and business management.
- October 2, 2022
- By Dr. Agus Masrianto
- 0 Comments
Company Typology in Indonesia Based on Digital Marketing Capabilities
There are 4 (four) groups of companies in Indonesia with different levels of digital marketing capabilities and characteristics. ‘Digital marketing masters’ are companies that actively utilize digital marketing and also have digital marketing capabilities internally. Some companies have utilized digital marketing internally but do not yet have adequate digital marketing capabilities, while some are the opposite.
There are 40.6% that are classified as laggards or have not utilized and do not have digital marketing capabilities, 9.7% are in the category of learners or just in the journey to digital marketing capability, and 40.1% are in the master category or are already proficient in the use and capability of digital marketing. The interesting thing from this research we just found that 9.7% which are internally low in using digital marketing but have high digital marketing capabilities which are grouped in the fashionistas category.
In the Laggards category, companies in this category tend to have lower levels of ecosystem readiness for innovation, digital transformation, and digital marketing adoption, and digital marketing utilization than other groups. As a result, this group does not yet have digital marketing capabilities.
The Fashionista category doesn’t wait to have digital marketing capabilities. They have digital marketing capabilities, but do not make changes within the company’s internals. This can be seen from the level of readiness of the innovation ecosystem, digital transformation, and adoption of digital marketing, and the utilization of digital marketing which is lower than other groups although it is relatively higher than the laggards.
The Learners or conservative category has the opposite profile to that of fashionistas. Even though they don’t yet have good enough digital marketing capabilities, they already have a strong foundation to have them because of the readiness level of the innovation ecosystem, digital transformation, and digital marketing adoption, and the utilization of digital marketing which has tended to be high.
The masters or interactive users category is a group of companies that have a high level of readiness for the innovation ecosystem, digital transformation, and digital marketing adoption. They already have a solid foundation in their internal company, and have already experienced the results of digital marketing capabilities. Table 41 shows the average index score for each company category.
Dr. Agus Masrianto
A strategist with a strong background in statistics, media, marketing, and business management. Scientific Researcher, Statistics Specialist, Data Scientist, Digital & Social Media Marketer.