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Indonesia Digital Marketing 2024: Where to Start

AJ Marketing - Indonesia Digital Marketing 2024: Where to Start

Did you know that in Indonesia, more and more people are relying on the internet to research products and make purchases? It's no wonder why digital marketing has become increasingly important there. With a population of over 278 million people, Indonesia offers a vast market for businesses of all sizes. However, it's essential to understand the unique digital landscape of Indonesia to effectively reach and engage with consumers.

In this article, we will discuss the best digital marketing channels in Indonesia, including search engine optimization (SEO), social media, email marketing, influencer marketing, and mobile marketing. So, let’s get started!

AJ Marketing - Indonesia Digital Marketing 2024: Where to Start - CONNECT

Top Digital Marketing Platforms in Indonesia ⬇️

#1: Maximizing Your Reach

SEO Strategies for Indonesia

AJ Marketing - Indonesia Digital Marketing 2024: Where to Start - Sources of Brand Discovery in Indonesia 2024

Have you heard that search engines like Google are the go-to source for brand discovery in Indonesia? It's true! In fact, 40.5% of the entire Indonesian internet population use search engines to find brands, products, and services. That's why SEO is crucial.

SEO is the key to making your Indonesian business visible on search engines like Google. Optimize your website for SEO and watch your organic search results soar. Remember, the top 3 search results get clicked on by over 70% of users.

For example, if you have a coffee shop in Jakarta, you want to rank high for keywords like "coffee shop Jakarta", "good coffee in Jakarta", or "best coffee in Jakarta". And if your shop is located in a specific area like Kemang, refine your keywords even further. Include these keywords in your website's title and content so search engines understand their importance.

But here's the catch, mobile devices are key. More and more people are using mobile to search worldwide and in Indonesia, it's even more prevalent. Make sure your website is mobile-friendly or Google will favor your competitors. This is just the beginning, there's more to SEO. Need more info or help? Check out our SEO services page.

#2: Social Media Savvy

Navigating Indonesia's Digital Landscape

AJ Marketing - Indonesia Digital Marketing 2024: Where to Start - #2: Social Media Savvy Navigating Indonesia's Digital Landscape

Indonesia is definitely a social media hub, with over 139 million active users in 2024. Can you believe that's about 49.9% of the entire population? And what's interesting is that the majority of those users access these platforms through their mobile devices. So if you have a business in Indonesia, it's crucial to establish your online presence on social media to reach your audience and customers.


First on the list is Facebook. In 2022, Indonesia ranked third in the world with 130 million active accounts. Many Indonesian businesses have been expanding their online presence using Facebook to promote themselves and their products, and it's a great way to reach a large audience without much time and expense.

To make the most out of Facebook, create a dedicated Fan Page, post updates regularly with targeted hashtags, and use Facebook's Paid Advertising feature to display your products directly on the feed of your target audience. And don't forget to A/B test your ads to find out what works best.


For some business models, such as e-commerce stores, Instagram is even more important. It's extremely popular in Indonesia, and having a presence on the platform is crucial for success. E-commerce stores are active solely via Instagram, even though it wasn't originally meant to be an e-commerce platform.

Small businesses are uploading photos and videos of their products via Instagram posts and stories to sell them via direct message exchanges or by including a link to their online marketplace account. Another great way to market your brand on Instagram in Indonesia is through influencer marketing, although this does require a larger budget.

WhatsApp and LINE

On the messaging app side, WhatsApp is the number one messaging app in Indonesia and for a lot of businesses, this is the primary medium to communicate with customers. It's not only being used for direct business-to-customer communication but also for customer retention in the form of WhatsApp Status updates.

Another widely used messaging app in Indonesia is LINE, which can be considered a blend between instant messaging and social media.

#3: Emailing to Success

Building an Effective Email Marketing Campaign in Indonesia

AJ Marketing - Indonesia Digital Marketing 2024: Where to Start - #3: Emailing to Success Building an Effective Email Marketing Campaign in Indonesia

Did you know that email marketing is still a powerful tool for businesses in Indonesia? It's a great way to establish a relationship with your customers and keep them up to date on your latest products and services. So don't underestimate the power of email!

But before you start sending out emails, it's important to build a targeted email list of interested and engaged individuals.

Once you have your email list, it's important to segment it into different groups based on factors such as purchase history, demographics, or interests. This will help you create more targeted and effective email campaigns.

It's important to note that in Indonesia, a large percentage of the population uses mobile devices to access the internet, so it's important to ensure that your emails are mobile-friendly. This means using a responsive design that automatically adjusts to the size of the device being used, as well as keeping the content concise and easy to read on a small screen.

Another tip specific to Indonesia is to consider the cultural context when crafting your emails. For example, using formal language and avoiding the use of slang or colloquialism can be more effective in Indonesia than in other countries. Also, it is important to be aware of religious and cultural holidays, and to avoid sending emails during these times if possible. To master this, your brand may collaborate with the best Indonesia marketing agencies.

It's also important to track and analyze the performance of your email campaigns to see what's working and what's not. This will help you make informed decisions about future campaigns and improve the overall effectiveness of your email marketing strategy.

#4: Influencing the Market

Harnessing the Power of Influencer Marketing in Indonesia

Indonesia is definitely an exciting market with a huge population and a rapidly growing economy! There's so much potential for all kinds of businesses. With the explosion of social media and the rise of influencer culture, influencer marketing has become an increasingly important tool for reaching and engaging with consumers in Indonesia.

One key takeaway when it comes to consumer behavior in Indonesia is that they prefer genuine, authentic experiences over polished advertising. A 2020 study found that 62% of Indonesian online consumers are influenced by an influencer's recommendation before making a purchase.

An example of a successful influencer marketing campaign in Indonesia was the campaign by a local skincare brand, Sariayu. The company partnered with a group of popular Indonesian beauty YouTubers, such as Iifa Latifah, who has a large following on YouTube. The YouTubers were given a task to create a video review of Sariayu's skincare products, in which they shared their honest thoughts and opinions, and encouraged their followers to try out the products for themselves.

The video, which was promoted on Sariayu's social media channels as well as the YouTubers' own channels, generated a lot of buzz and led to a significant increase in sales for the brand. The YouTubers also shared their own skincare routine using Sariayu's products and shared tips on how to use them effectively, this helped potential customers to understand the product better. Many viewers of the video were also inspired to try out the products themselves and shared their own reviews on social media, further amplifying the campaign's reach and impact.

#5: E-commerce in Indonesia

Harnessing the Power of Online Marketplaces

E-commerce is booming in Indonesia, and it's not hard to see why. With more and more consumers turning to online marketplaces to buy goods and services, it's definitely a trend that's here to stay. In fact, it's seen significant growth in recent years!

Online marketplaces like Tokopedia and Shopee have become increasingly popular in Indonesia, with both platforms seeing a significant increase in sales in recent years. According to a report by iPrice Group, e-commerce sales in Indonesia are expected to reach $65 billion by 2025, with the majority of sales taking place on these two platforms.

For businesses looking to break into the Indonesian market, it's important to understand the importance of online marketplaces in the country. By setting up a presence on these platforms, businesses can reach a large and engaged audience and increase their sales. Additionally, these marketplaces also provide businesses with tools to analyze and track their sales, and to make data-driven decisions to improve their sales. In 2021, about 60% of e-commerce transactions will be made through these two platforms, which are Tokopedia and Shopee.

It's worth noting that in order to be successful on these platforms, businesses need to understand the unique consumer behavior of Indonesian consumers. For example, they prefer to shop on these platforms via mobile devices, and they often look for deals and discounts. By understanding these behaviors and tailoring your approach accordingly, businesses can increase their chances of success on these platforms.


Indonesia is a growing market with a huge potential for businesses of all kinds. The digital landscape in Indonesia is ever-evolving and it is important for businesses to stay updated with the latest digital marketing trends and channels.

The article discussed the best digital marketing channels in Indonesia and highlighted the importance of SEO, social media, influencer marketing, email marketing, and video marketing in reaching the Indonesian audience. By understanding the consumer behavior and cultural context of Indonesia, businesses can create effective digital marketing campaigns that will help them establish an online presence and reach their target audience.

Remember to stay on top of the latest trends, analyze and track the performance of your campaigns, and adapt your strategy as needed to stay ahead of the competition.

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