Page 31 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Introduction KEY TAKE AWAYS
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USE MULTI-SCREENING TO YOUR ADVANTAGE
The scale of the ‘multi-screen’ opportunity in Indonesia is huge; of 26 countries in Millward Brown’s AdReaction study in 2014, Indonesia was found to have the ifth-highest level of multi-screening behavior. In fact, one in ive multi-screen minutes in Indonesia is spent 'meshing' – simultaneously looking up content related to their activity on another screen – which equates to over an hour a day. Ambitious brands must invest in building a layered relationship with consumers across multiple touch-points simultaneously
if they are to keep pace with changing consumer habits. TV remains an unparalleled driver of reach and, therefore, saliency, but non-TV screens such as mobile can be
the perfect vehicle for a more layered and meaningful conversation with consumers.
GO DIGITAL, BUT ON INDONESIAN TIME
Everyone is getting connected, but internet speeds in Indonesia remain among the slowest in the world. Broadband outside Jakarta is rare, and average connection speeds across the country are just 1.9Mbps, slower than India, China, the Philippines, and Vietnam, and just 10 percent of the average speed achieved in Singapore, and an even smaller fraction
of the world-leading connections achieved in South Korea (22.2Mbps in Q4 2014). In designing web sites and e-commerce solutions, focus on functional elements and provide easy navigation to save users loading unnecessary pages by mistake. Use images sparingly and in lower-resolution formats than
you might otherwise, and be even more judicious about using video. It is possible to run attractive and efective sites that work over low-bandwidth connections.
BUILD OPPORTUNITIES FOR CO-CREATION
Indonesians see their digital devices as tools for creation, not just consumption. Brands seeking true engagement with consumers – especially those with a young and tech-savvy target market – should encourage that creativity to ind a
voice that is linked to their ofering. Coca-Cola Indonesia is a leader in this ield, and has shown that by providing brand advocates with the tools to create their own content, a proliferation of brand- centric communication online results. The volume of user-created, brand-related content often far outweighs that generated by a brand itself, and has a diferent level of stickiness and credibility when shared because it is the work of a friend.