[PRESS RELEASE] Involvement of Youth in Digital Marketing: What is its Role in Attracting Public Attention? | Difussion #72 in x CICIL

April 16, 2022 1:34 pm || By

Author: Aridiva Firdharizki
Editor: Firya Qurratu’ain Abisono


Yogyakarta, April 7th, 2022 – Many companies are now echoing digital marketing. As a result of the increase in internet users from time to time, digital marketing is considered quite promising. It can reach many users who are dominated by youth. To further discuss the role and involvement of youth in digital marketing, the Center for Digital Society (CfDS) collaborated with CICIL to hold Difussion #72 with the title “Young People’s Involvement in Digital Marketing: What is the Role in Attracting People’s Attention?”. The event also invited Kurnia Dwi Alfianto (Social Media Specialist CICIL) and Amelinda Pandu K. (Research Project Officer CfDS) as speakers and Firya Q. Abisono (Partnership & External Affairs Project Officer CfDS) as moderator. Difussion #72 was broadcasted via YouTube Livestream (https://www.youtube.com/watch?v=78URwyuduPw&t=3903s).

Gen Z and Social Media

Amelinda Pandu explained the correlation between Generation Z (Gen Z) and social media through her presentation. Over time, internet penetration and people’s needs for the internet increase. Currently, individuals aged 18-35 years dominate most social media users. If viewed more specifically, this age group even dominates up to half of the total social media users. The 18-35 year age group consists of Gen Z, born between 1996 and 2012. One thing that distinguishes Gen Z from other generations is that Gen Z tends to be more exposed to the development of the digital world. Therefore, Amel said that Gen Z, which dominates the use of social media, is touted as the ‘heart’ of social media, both in Indonesia and in the world.

Based on her research, Gen Z carries out several activities through social media. First, they use social media as a means of networking and self-actualization. Second, they use social media as one of the main mediums for getting entertainment. In addition, Amel said that Gen Z encouraged the development of the electronic market (e-commerce). The majority of Gen Z is referred to as the consumptive generation. Therefore, social media became the source of inspiration in shopping. Amel explained, “The majority of players on social media are Gen Z. From now until the next 5-10 years, the trendsetters are Gen Z because they are very powerful. Not only limited to trends on social media but can also extend to trends in the real world.”

Youth and Digital Marketing

Kurnia Dwi Alfianto started his presentation by explaining the development of marketing strategies in the era of disruption. Based on the data he obtained, active social media users now reach 170 million people. That is an opportunity and condition that must be considered when carrying out a marketing strategy. In addition, the public’s need for social media is increasing due to the Covid-19 pandemic. The increase then requires business lines to go through a transition era, where business lines are forced to focus on digitalization efforts, including the marketing activities carried out.

The pros of digital marketing include:

  • Hyper-targeted
    • Marketing can reach a more specific target audience
  • Measurable
    • Marketing data can be observed, analyzed, and evaluated
  • Cost-effective
    • Marketing costs less
  • Wide potential
    • Broad and growing marketing potential

Youth have a role in digital marketing. Alfi highlighted some of the behavior of the younger generation on social media. First, youth tend to want to get a lot of information quickly. Second, youth use social media as a means to get entertainment. Lastly, youth want to connect with each other by utilizing social media. Now, CICIL has built a marketing strategy based on these three things. In building digital marketing, there are also perceived challenges and opportunities. The main challenge that arises is how companies can understand the behavior of their target audience and deliver their marketing in a good way. According to Alfi, CICIL sees an opportunity for today’s very creative youth. Therefore, the dynamics of their content distribution need to be appreciated and fostered. CICIL then innovated the CICIL Student Ambassador program, which aims to provide the skills training required by the younger generation in digital marketing. “When viewed from an opportunity perspective, youth are very, very big opportunities in digital marketing, but what needs to be considered is that they are not a targeted product. Instead, they are trendsetters. Instead of telling them what to do, we have to show them what is more useful or can do because they are very powerful,” said Alfi.