Monday, December 7, 2009

CONNECT! untuk Berselancar Dalam New Wave Marketing

Senin, 7 Desember 2009 | 14:50 WIB

KOMPAS.com - Berbagai perubahan yang kita alami di dalam dunia pemasaran saat ini bermuara pada lahirnya sebuah pendekatan marketing yang baru. Pendekatan marketing yang bersifat vertikal digantikan oleh pendekatan yang bersifat horisontal. Dunia pemasaran tertransform dari era ’Legacy’ ke ’New Wave.’

Sejak buku New Wave Marketing (NWM) menjadi laris, kami diundang dalam berbagai kesempatan, baik di Indonesia maupun di luar negeri. Kami juga tidak lupa menyebarkan virus NWM ini agar mereka tahu bahwa kita di Indonesia selalu update dengan perkembangan mutakhir di dunia pemasaran. Kunjungan kami keliling ke banyak tempat, baik ke berbagai kota di tanah air, negara-negara di kawasan ASEAN dan Asia, sampai ke Amerika, bahkan ke belahan Afrika beberapa waktu lalu adalah dalam rangka menyebarkan pemahaman tentang perubahan dunia pemasaran ini.

Setiap ada kesempatan kami ditanyai dan didebat. Pertanyaan biasanya berupa permintaan untuk menjelaskan lebih detil tentang 12C pemasaran New Wave yang merupakan "horisontalisasi" dari 9 Elemen Inti dalam model Legacy Marketing kami .

Banyak yang mengatakan bahwa “prakteknya sulit dilaksanakan.” Lantas kami jawab , “sudah pasti susah karena belum terbiasa.” Ada pula yang mengatakan “ini kan mahal?” kami jawab “justru konsep ini adalah pintu masuk untuk mencapai cita-cita pemasar untuk menggapai praktek pemasaran yang low-budget high impact.”

Ada lagi yang mengatakan “Ini kan tidak ada di dalam text-book, jadi tidak ilmiah?” Memang benar tidak ada di buku teks, karena biasanya isi dari buku teks adalah mencatat apa yang sudah terjadi, mencatat apa-apa yang ada di dalam era Legacy.

New Wave Marketing adalah kepekaan kami menangkap "weak signal" transformasi para Marketer yang visioner yang semakin resah ketika metode Legacy-nya tidak jalan. Padahal, tuntutan terhadap ROMI (Return on Marketing Investment) semakin dahsyat.

Lantas? Apa lagi masalahnya?

Sebenarnya ada satu ‘C’ lagi yang bobotnya besar sekali sebelum ke 12C ini bisa dilaksanakan dengan baik, yaitu CONNECT! yang mutlak harus ada kalau mau menjalankan New Wave Marketing. Dalam arti lain, CONNECT! adalah pintu masuk ke 12C yang lain.

Di model Legacy, kami hanya menekankan pada pentingnya 4C. Mengenali Change (perubahan di Teknologi, Politik dan Legal, Ekonomi, Sosial Budaya, Pasar) yang merubah Competitor dan Customer. Ketiga ‘C’ inilah yang kami sebut lanskap pemasaran. ‘C’ keempat adalah Company yang harus bisa selamat di tengah arus perubahan dan bahkan memenangkan persaingan di lanskap yang dinamis tersebut.

Di era Legacy, se-dinamis-dinamis-nya lanskap bisnis ketika itu, CONNECT! belum jadi suatu isu yang utama.

Walaupun New Wave Marketing bukan Internet Marketing, Digital Marketing atau Online Marketing, tapi Internet yang makin perkasa ini memaksa sebuah Company untuk menambahkan ‘C’ kelima yaitu CONNECT! dalam 4C-nya.

Artinya? Kalau tidak ada yang satu ini, maka sebuah perusahaan tidak akan bisa survive. Selama kita harus istirahat, tidur, istirahat, dan tidur lagi, kita harus mempunyai sistem yang menjaga agar kita tetap CONNECT! terhadap tiga C yang lain. CONNECT! ke Customer, Change bahkan dengan Competitor. Kata klisenya: 24/7/365!

Harus pula dicatat bahwa apa yang kami maksud di sini dengan CONNECT! adalah bukan saja bagaimana pemasar terhubung secara online, namun juga harus dibarengi dengan dunia online.

Online hanya bisa menimbulkan Excitement dan Engagement tapi Offline bisa lebih jauh ke Intimacy dan Enthusiasm! Dan, kalau keduanya digabung akan menjadi suatu kesatuan yang bersifat Physical, Intellectual, Emotional dan Spiritual!


Hermawan Kartajaya,Waizly Darwin

KOMPAS

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