Today, MicroAd Indonesia officially entered a new phase. Our slogan for Q4 is “1 Breakthrough Step!” – signaling a new step, in fact, a big leap in our corporate history.
Let’s begin from the market condition. For many of us in the Indonesian digital marketing world, we all no doubt wonder sometimes, are we on the right track? Are we in the right industry? We are a tiny droplet in the ocean of traditional, conventional multinational agencies. Spending in digital is, in fact, a tiny speck within the big pie of budget spent on TV ads, printed media and radio.
Now here comes the awesome data from eMarketer. True, digital ad spending in Indonesia, as of last year, was only US$140 million – less than 1/50th of Japan’s digital ad spend that stood at US$9.6 billion. BUT notice the next part of the news. Digital ad spending growth in Indonesia is projected to grow y-o-y 70+% consistently until 2015!! By far, Indonesia will outshine the growth of the entire Asia-Pacific region, which means our digital market in Indonesia will more than triple the current size. (Read the complete article here.)
So what does that mean for us digital marketing players? And what does that mean for us Maizen?
First off, to avoid confusion, in MicroAd Indonesia, we proudly address ourselves as MAIZEN. (Read the philosophy behind our name here.)
The fact that the digital marketing industry in Indonesia has such a brilliant prospect should comfort all of us struggling and tackling fierce competitors now. If you own a digital agency, you probably know exactly how it feels to squint your eyes through when checking your financial statements. The business is not so profitable now–frankly speaking. Yet again, with such bright future soon to come, you ARE in the right industry.
As Maizen (yes y’all, I’m talkin’ to ya!), this news comes as a JOLT & BOOST right when it’s needed. Two years have passed since MicroAd was established in Indonesia. From a team of two, it’s now a team of thirty-two. All thirty diligent Maizen, you ARE in the right industry, at the right timing. Imagine if MicroAd were to start this year, from zero, in Indonesia. Luckily at this point we have track record of handling over 30 clients in the past two years, ranging from giant retail companies (brand clients) to fast-paced Internet companies (performance-based clients). This rightly equips us to fight in fierce competition against giant traditional agencies and players, which for the first time, jumped right through the ‘blue ocean’ of digital ad market.
Now we know that the market is good. The prospect is there. But how to win, then?
One of the major advantages of MicroAd Indonesia is that our COO, Enohara-san, had over 13 years of experience in digital marketing at CyberAgent, and he knew right from the beginning that a digital agency could only succeed if we offered ‘full course menu’. At this stage when the market is immature, clients quite naive about Internet, and digital marketers still learning, we cannot afford to focus on just one service and hope that will kick off. Had we focused only to PPC or ad platform (original products by MicroAd), for example, we probably would have never obtained 30 clients over the past two years. We would bleed longer, too.
Hence we are happy, dearest Maizen, to reaffirm our point across that we are on the RIGHT TRACK. We have so far chosen the right strategy to offer holistic approach to digital services. We were right. Man, doesn’t that feel good? 🙂
Of course, now is just the beginning of the battle. In order for MicroAd Indonesia to grow larger and tougher, we need more than just a foundation. We need strong builders. For that, we need to start with a strong management.
As announced in our Quarterly Meeting, here comes our historic hallmark: For the first time, we are adding the third pillar in the Board of MicroAd Indonesia. Please meet Alex, who has been in digital marketing for 9 years, specializing in Search Engine Optimization (SEO) and graduated with a degree in Computer Sciences.
We believe that the three executive pillars of the Board –Enohara-san, Elisa, and Alex– have personality traits and comparative skill advantages that cover each other to create a balanced synergy. Just about the right amount.
With the new Board, we are excited to press forward with our new slogan: “1 Breakthrough Step!”
Together, we can! Happy cruising in to Q4 of 2013!