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Indonesia's Top 10 Marketing Trends in 2023

AJ Marketing - Indonesia's Top 10 Marketing Trends in 2023

Hey there! Did you know that Indonesia is a highly digital country? With 212 million internet users out of the 276 million population, internet and social media marketing have become the dominating forms of marketing and advertising in this country. And with the pandemic still ongoing, marketers have had to get even more creative and strategic with their campaigns.

Luckily, going digital has made it easier, cheaper, more efficient, and safer to reach your target market despite the COVID-19 restrictions and limitations. So if you're planning to expand your business in Indonesia, establishing a strong online presence is a must-do.

AJ Marketing - Indonesia's Top 10 Marketing Trends in 2023 - Adoption and Use of Digital Services in Indonesia 2022

To make a booming entrance online, there are various strategies you can use. You can take advantage of social media platforms like Facebook, YouTube, Instagram, and TikTok. Or you can collaborate with well-known celebrities, entertainers, and influencers online. You can even work with established local marketing agencies in the country. Whatever you choose, it all boils down to your budget, values, goals, and timeframe.

To help you out, we've curated a list of the top trends in marketing and advertising in Indonesia that you can implement to boost your sales. Indonesia is a valuable international market, so it's important to know the do's and don'ts of expanding your brand in this country. Don't miss out on this opportunity to reach out to millions of potential customers!

Top 10 Marketing Trends in Indonesia ⬇️

1. Give Your Audience a Voice

Make room for user-generated online content

Have you heard of user-generated content? It's basically all kinds of content created by consumers themselves. Think of it as unpaid recommendations from everyday people who just want to share their good experiences with a product online.

One of the great things about user-generated content is that it fosters trust between a brand and its followers. That's because the content is not made by a brand ambassador or a person who is paid to promote the product. Instead, it's made by an ordinary consumer who genuinely had a positive experience with the brand. This makes the content more relatable and trustworthy to anyone who comes across it.

In Indonesia, user-generated content is becoming a trend for three main reasons. First, it promotes an authentic brand image. Second, people tend to trust the word-of-mouth recommendations of someone they already know and trust. And lastly, it's relatively cheap, and sometimes it doesn't cost anything at all.

One brand that's doing a great job of implementing this strategy is Cesi Cosmetics. They encourage their consumers to tag their Instagram account,, whenever they use the brand's products. As a result, women all over Indonesia are tagging Cesi Cosmetics in their photos, giving the brand free and effective exposure among their peers. It's a win-win situation for both the brand and its loyal customers.

2. Use the Power of Influence

Collaborate with loved influencers in Indonesia

Did you notice how influencer marketing has become one of the most popular marketing strategies, especially in Indonesia? It's all about promoting products or services through an influential person, which can help extend the reach and image of the brand.

There are various types of influencers, from mega-influencers to micro-influencers, each with their own unique niche, like beauty, tech, fashion, or fitness.

But you might be wondering, why is influencer marketing such a big trend in Indonesia? Well, according to research from Nielsen, 92% of consumers base their purchase decisions on recommendations, suggestions, or reviews from people they know and trust, like family, friends, and experts. And that's where influencers come in - they're seen as trustworthy sources of information by their followers.

Instead of just buying products blindly, consumers nowadays prefer to see a detailed review or unboxing from an influencer they've been following for a while. It helps them make more informed purchase decisions.

One brand that's been doing a great job of implementing influencer marketing is Erigo, a famous clothing brand in Indonesia. They've collaborated with well-known influencers like Arief Muhammad and Rachel Venya during their participation in the New York Fashion Week. It's a great way to boost brand awareness and reach out to new audiences.

3. Pin Your Location

Implement location-based marketing and geofencing

AJ Marketing - Indonesia's Top 10 Marketing Trends in 2023 - Geofencing marketing in Indonesia is a popular marketing trend

It's time to look at location-based marketing or geofencing! It's a cool marketing strategy that uses location services to target potential customers in a specific area. Basically, an app or software program uses RFID, GPS, Wi-Fi, and cellular data to trigger a targeted marketing action like a text, social media ad, email, or app notification within a certain range.

And when your mobile device enters or exits a geographic boundary, that's what we call a geofence.

Some popular brands in Indonesia like Pizza Hut, Gojek, and Grab are already using this marketing strategy to their advantage. With geofencing marketing, these brands can send notifications or promotional campaigns to potential customers who are nearby. For example, imagine you just arrived in Jogja and suddenly you get a notification from your Grab app saying that you've got a discount voucher to ride a Grab car in that area.

What makes geofencing so effective is that it narrows down your target audience to people who are geographically closer and more likely to purchase your product or service. It's a smart way to boost sales and connect with customers in real-time.

4. Artificial Intelligence

Learn to use and implement chatbots on your social media accounts

AJ Marketing - Indonesia's Top 10 Marketing Trends in 2023 - Chatbot marketing in Indonesia

Introducing chatbot marketing - it's a cool marketing program based on Artificial Intelligence (AI) that allows businesses to interact with customers via live chat. And guess what? Many businesses in Indonesia are already using this technology, such as Telkomsel, BRI, and XL.

These brands use chatbots to answer customer questions in real-time, 24 hours a day, every day. It's a smart way to increase customer satisfaction and boost your business' reputation. By prioritizing your customers' inquiries and curiosities about your products, your brand appears to be more consumer-oriented. This can lead to more sales and recommendations resulting from positive experiences.

Chatbot technology is not only efficient and effective, but it can also be fun! Some businesses even use chatbots to engage with customers in a more creative and interactive way. So if you're looking for a way to enhance your customer service and improve your brand image, chatbot marketing might just be the perfect solution for you.

5. Keep it Short and Sweet

Utilize short-form video marketing

AJ Marketing - Indonesia's Top 10 Marketing Trends in 2023 - Short-form Video Marketing

Have you noticed those cool short-form videos that have been making waves since 2021? They're basically quick clips ranging from 5 seconds to a minute, packed with catchy music and easy-to-digest content. You've probably seen them on TikTok, Instagram, or Facebook Stories.

It's no wonder why short-form videos are all the rage in Indonesia! They're attention-grabbing, shareable, and keep the audience engaged. Especially among Gen Zs, they're a hit.

Influencers like Rachel Vennya have taken this trend by storm, creating marketing videos for brands in a fun and creative way. For example, Rachel made a TikTok video of herself strolling through the iconic New York Times Square, showcasing different Erigo outfits using popular transitions. Her followers loved it, earning her over 600K likes and 6.5K comments!

6. Open Your Digital Store

Explore e-commerce and other online selling platforms

AJ Marketing - Indonesia's Top 10 Marketing Trends in 2023 - Revenue growth of e-commerce markets in Indonesia from 2017 to 2025

Remember when online shopping used to be a luxury? Well, that's all changed thanks to the pandemic. Now, it's not just about convenience, it's about safety too. And that's led to a huge boom in e-commerce!

Businesses have really jumped on board, realizing that having an online store is crucial in this day and age. It means they can reach customers from all over Indonesia and beyond!

It's interesting to note that the top industries driving the e-commerce market are electronics, fashion, food, and furniture. So if you're thinking of starting an online business, those might be some industries to keep in mind.

7. Make a Good Read

Create quality content that is readable and informational

Did you know that more than three-quarters of internet users still enjoy reading blogs? And, interestingly, 70% of businesses still use content marketing as a key marketing strategy. That means planning, creating, and distributing content that speaks to their target audience and encourages them to become customers.

Neil Patel, a renowned marketing expert, says that content marketing is also about building long-term relationships with your audience. So, it's important to create content that's not just relevant, but also connects with your audience on an emotional level.

In Indonesia, great content is highly sought-after. People want to read something that they can relate to on a personal and cultural level. For example, since Islam is the dominant religion in Indonesia, it's crucial for cosmetic and skincare brands to include halal certifications in their content to show respect and inclusivity towards their audience's culture. It's all about making that personal connection!

8. Omni-presence

Establish online presence in all available channels

AJ Marketing - Indonesia's Top 10 Marketing Trends in 2023 - Onmichannel marketing in Indonesia

Have you heard of omnichannel marketing? It's a fancy term for using multiple platforms to reach your audience. That means having a website, social media accounts, emails, and even physical stores all working together to deliver the same message and consistent brand image.

By using this method, you increase your presence and exposure. No matter where your customers are, they'll be able to find you and your content. It's like finding your consumers instead of making them do all the work to find you!

What's more, research shows that omnichannel marketing leads to higher engagement and more purchases compared to single-channel marketing.

In Indonesia, some people prefer to shop online, while others prefer offline shopping. That's where omnichannel marketing comes in handy. It allows Indonesian consumers to have a seamless customer experience, no matter what their purchasing preferences are. So, if you want to connect with your customers and boost your sales, omnichannel marketing might just be the way to go!

9. Social Involvement

Get involved at Indonesia's current social and political issues

Brand activism is now trending, with brands talking about social and environmental issues that resonate with their consumers. By doing this, brands show that they're committed to making a positive impact in the world.

One example of a successful brand activism campaign in Indonesia is by BLPbeauty, a local start-up cosmetic brand. They launched a campaign called "Be Who You Want to Be," which encourages women to pursue their dreams without social limitations.

Since gender equality is a big issue in Indonesia, this campaign really struck a chord with women across the country. BLPbeauty effectively showed their support for the movement and demonstrated their commitment to social issues. Consumers today care about a brand's principles and political stance, and they're not afraid to boycott brands that don't align with their beliefs. BLPbeauty knows this, which is why their campaign was so effective in capturing the attention of women in Indonesia.

10. Choose that Filter

Learn augmented reality trends and how these help in brand marketing

Take a peek into the future with augmented reality (AR) marketing! It's a new strategy that uses AR technology to create interactive and engaging experiences for customers. And it's quickly becoming popular in Indonesia, with big brands like Toyota and L'Oreal using it for their campaigns.

For example, Toyota launched an AR-based application that allows consumers to explore the features of their car models through an app. It's like having the car right in front of you!

L'Oreal Indonesia also got in on the action by introducing their Shopee BeautyCam, which uses AR and AI technologies to help customers virtually try different shades of makeup on their skin. This was especially helpful for Indonesians with diverse skin tones, making decision-making easier and more convenient for customers.

By using AR marketing strategies, brands are able to offer unique experiences that traditional marketing methods can't. And that's what makes it so effective in increasing sales and engaging customers!


Indonesia is a modern and digital nation--a fact which marketers must remember before launching their advertisements and campaigns. Due to this character of the market, the best way to reach the Indonesian audience easily became internet and social media marketing.

There are many trends in social media marketing and advertising, but we have enumerated the best strategies for you to implement. These include influencer marketing, geofencing, chatbots, AIs, ARs, UGCs, and many others.

We hope this article has helped you in choosing the best way for your brand to make an entrance in Indonesia.

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